Record number of retailers convert storefronts into floral safaris for Chelsea in Bloom

Chelsea was transformed into a floral safari last week as part of an annual flower show with a record number of entries.

The annual Chelsea in Bloom floral art show brought the streets to life from 22-27 May as participating retailers adorned their storefronts with exotic animals and safari-inspired displays.

Of the record number of beautiful, natural flower designs, Hackett’s imaginative arrangement was judged winner of the Best Floral Display award, while the People’s Champion Award, voted by the public, went to Club Monaco.

Erika Ortiz, Hackett floor manager, said: “I hope that the public feel the same inspiration and exactly the same emotion that we felt when we created this, because this is for our customers.

“We want them to feel good in our store and in our Hackett clothes – Hackett is not just suits, it can be more relaxed, and we tried to express everything in our display.”

The visual merchandising team dedicated hours to creating a safari story that spanned through the store, with colours and designs cleverly matching the brand and its summer collection.

Wanting to make everything real, natural and alive, every detail was significant – from a safari car, to tiny butterflies, to the 3D animals half in and half out of the store.

“It’s a really nice atmosphere and we wanted to bring summertime inspiration to the public whether they were inside or outside,” added Ms Ortiz.

“I wish we could have this every month.”

The Royal Horticultural Society (RHS) judges also crowned Tom Davies winner of the Innovation Award and Kiki McDonough, Rag & Bone and Smythson won Highly Commended awards.

Now in its 12th year, this floral art show, produced by Cadogan in association with the RHS, perfectly complements the Chelsea Flower Show.

Around 50 retailers including boutiques, hotels and restaurants across Sloane Street, Sloane Square, King’s Road, Duke of York Square and Pavilion Road took the opportunity to showcase their creativity.

Caroline Jennings, head of marketing and events at Cadogan, said: “Chelsea in Bloom offers something for everyone to enjoy.

“With fantastic shopping, plenty of spots to stop for something to eat or drink, free rickshaw rides, guided tours and pop-ups to delight visitors, Chelsea is the go-to destination to soak up the atmosphere of the RHS Chelsea Flower Show.”

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