Floral Feasts, Fun & Games with Chelsea and Belgravia In Bloom 2024

While the RHS Chelsea Flower Show has existed since 1913, it wasn't until 2006 that the floral displays spread onto the streets of Chelsea and Chelsea in Bloom was born. I opened my first store in Belgravia in 2008 and watching these magnificent Chelsea In Bloom displays, I dreamed of bringing such floral fantasies to Belgravia. When we moved to West Halkin Street in 2011, I took this opportunity to create my own storefront display for the Chelsea Flower Show, which we introduced as Belgravia In Bloom, opening the boutique to the public to meet our extraordinary Dutch growers and exhibiting the very finest of their blooms and our lavish displays of fresh flowers. We continued this extravaganza every spring and in 2016, Grosvenor launched their official Belgravia in Bloom, encouraging local businesses to participate in the competition, transforming the streets of Belgravia into a celebration of the beauty of nature and spring.

This year's floral celebration will be a special one as more and more retailers, restaurants and hotels show their support, not only with flamboyant flower displays but also with themed activities and experiences. Floral-themed afternoon teas at The Goring and The Peninsula, floral cocktails at The Lanesborough, Chucs and other gorgeous venues, floral biscuit icing classes at Biscuiteers in Eccleston Yards, floral themed restaurant menus, dishes and flower-based products, just to name a few. 

 

The key spots where Grosvenor focuses on its florals are Elizabeth Street, Eccleston Yard and Motcomb Street, just behind our Belgravia boutique. We were commissioned by Grosvenor to decorate Motcomb Street's telephone box and another storefront with showstopping, instagrammable installations to further entice all flower lovers to visit this beautiful area of London. 

The red phone box on Motcomb Street is of course obsolete but locals decided to keep it there as a souvenir of past times. Given the theme of this year's Belgravia In Bloom, "Floral Fun and Games," I felt inspired to create an installation of the popular children's game Snakes & Ladders. I played this game as a child with my sisters, but I also like the origin of the game. Dating back to the 2nd century BC, it was invented in India as an educational tool not only to teach children how to count but to teach them morality and the difference between good and evil. The snakes represent evil vices and the ladders symbolise virtues that lead you to spiritual liberation. The game was only brought to the U.K. in the late 19th century. So with my design, we have created a large floral snake, comprising intricate layers of patterned scales made with Orchids, Anthuriums, tropical leaves, moss, Dianthus and much more. Emerging from a jungle setting within the phone box, it climbs up in front of a floral rendering of the board game with colourful, numbered squares, some ladders and a square large floral dice. Quite a show-stopper indeed!

Walking into the Halkin Arcade from 19 Motcomb Street, you will find our Floral Olympiad Display inspired by the 100-meter sprint at the Paris Olympic Games. Three imposing circles, Olympic medals numbered 1, 2, and 3, created with fresh flowers, frame models of an athlete leaving the start line and gaining momentum into a sprint, hand-crafted and woven together with bendy willow branches. Below the sprinter's feet a bed of dense, fragrant Lavender remind us of the famed Lavender fields of Provence, and a black and white backdrop of the beautiful Paris skyline blends softly into the background. 

Around the corner from Motcomb Street is our Belgravia boutique on West Halkin Street. Our "Floral Fun & Games" display depicts the beautiful, lush jungle and scary animals of the fictional board game, Jumanji. Originally a children's story book, then a board game, this magical world was created by Chris Van Allsburg and went on to become a series of films and videogames. The entrance of our boutique is transformed into a spellbinding, giant arch  of jungle greenery and brightly-coloured tropical blooms, including large sprays of fresh Vanda, Phalaenopsis and Cymbidium Orchids, Anthuriums and Orchid roots amongst exotic tropical leaves, transporting the passerby into the depths of the jungle as if you were already playing the game. In the window, poised to attack, are two wild animals prominently featured in the game, the Lion and the Rhino, both meticulously hand-crafted with fresh flowers and botanical materials. The only difference with our Jumanji experience and the real one is that ours is fun, not frightening!

We also created an opulent arch for our neighbour and friend from Ireland, Louise Kennedy. The renowned fashion designer has featured cascading wisteria flowers on her luxury silk fabrics for her elegant 2024 spring/summer collection, and with the same craftmanship and care, for the entrance into her boutique we constructed a design with layers of beautifully cascading wisteria in honour of her exquisite designs. 

Oftern termed the "alternative floral art show," the floral artistry continues onto the streets of Chelsea with a "Floral Feasts" theme for Chelsea In Bloom, a celebration of the botanical heritage and fabulous food of this coveted neighbourhood. The prodigious Amaffi Perfume House on Sloane Street is home of Madame Amaffi's fragrant masterpieces created with the absolute finest natural ingredients in a centuries-old-style that modern perfume houses cannot replicate. The vessels of her perfumes are embedded with crystals and precious stones. So unique and exquisite, they are the perfumes of the Gods. With this in mind, we created a "Floral Feast for the Gods," with floral sculpture of the ancient Greek godess, Aphrodite, goddess of flowers, fruits and love. White Greek urns cradle an olive tree and these elements are encircled with a massive, opulent garland of exquisite fresh flowers and fruits in soft romantic tones, elegantly framing the entrance to the boutique and endorsing the extraordinary aromatic treasures and meticulous craftmanship of the Amaffi perfumes inside. 

Walpole, the non-profit organisation dedicated to promoting, protecting and developing British luxury with 250 British brands on board, relocated to Chelsea in 2023, and we are delighted to have been asked to decorate their elegant, 3-story, red brick townhouse for Chelsea In Bloom. Inspired by the company's signature wallpaper designed by Cole & Sons especially for Walpole with a focus on the best of British, we created an overgrown arch of climbing red Roses, the British national flower, to contour the front door intertwined with a vigorous vine ladened with juicy grapes. Exploding from an oversized bottle of English sparkling wine, these elements combine the beauty of British florals and the delights of an abundant feast while honouring British excellence and the mission of Walpole. 

Be sure not to miss this grand celebration of all things floral! I hope you will be able to wander around the streets of Belgravia and Chelsea while they are dressed at their most magnificent and indulge in the many vibrant displays of floral artistry, beauty and creativity. Together with my team, we look forward to welcoming you at our boutique for more fun and games!

Florally yours,

Neill x