Debra Prinzing

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Chelsea in Bloom: Floral Decor for London’s Shopfronts

May 17th, 2015

Chelsea in Bloom

Chelsea in Bloom

The theme of Chelsea in Bloom is “Fairy Tales,” and it is utterly charming!

My mom Anita Prinzing and I are in London to celebrate her special birthday and to attend the Chelsea Flower Show.

My Mom is a trooper! She actually has been working out with a trainer to get ready for all the walking we’re doing – and so far, she has put me to shame with her endurance.

Today, we checked out Chelsea in Bloom, a streetscape beautification campaign that has been taking place for the past decade to coincide with the RHS Chelsea Flower Show.

It is held just outside the Sloan Square Underground Station (the closest stop to the Chelsea Flower Show and a posh London shopping district) encompassing storefronts along Sloan St., King’s Rd., Symons St. and side streets that lead onto each of these.

We spotted many hot botanicals and the designers’ favorite floral materials seem to be:

Baby's Breath, ferns, English ivy and more: Club Monaco

Baby’s Breath, ferns, English ivy and more: Club Monaco

The world class alternative floral art show is produced in association with the Royal Horticultural Society (RHS), l transforming the streets of Chelsea during the week of the Chelsea Flower Show with breathtaking floral displays. The annual competition has grown dramatically each year with Chelsea’s best retailers adorning their shop fronts with creative designs to compete for the coveted awards.

Her head in the clouds: Kate Spade's interpretation of Alice in Wonderland.

Her head in the clouds: Kate Spade’s interpretation of Alice in Wonderland.

"Cloud" detail -- all baby's breath, beautifully rendered by Kate Spade.

“Cloud” detail — all baby’s breath, beautifully rendered by Kate Spade.

Those enormous pink flamingos from Alice in Wonderland, expressed by Kate Spade in 2-toned carnations.

Those enormous pink flamingos from Alice in Wonderland, expressed by Kate Spade in 2-toned carnations.

Color-blocking with carnations.

Color-blocking with carnations.

This year’s theme is ‘Fairy Tales.’ The competition showcases floral displays reflecting the participating retailers’ interpretation of the theme in their own unique style. Last year’s Gold winner, Kate Spade, set the benchmark high, along with other award winners L.K.Bennett, Liz Earle and Hamptons International. This year promises to be another exciting competition with all of the 2014 victors competing once again.

T.BA combined women's couture with chicken wire and dried floral material.

T.BA combined women’s couture with chicken wire and dried floral material.

T.BA's entry with chicken wire and dried florals, with fern sprays.

T.BA’s entry with chicken wire and dried florals, with fern sprays.

SOME MORE FAVORITES:

A golden tree stump and woodland display spotted in front of Moyses Stevens, a flower shop

A golden tree stump and woodland display spotted in front of Moyses Stevens, a flower shop

A perfect execution of a storybook world, spotted at Smythson.

A perfect execution of a storybook world, spotted at Smythson.

A succulent footstool at Smythson.

A succulent footstool at Smythson.

Another charming detail at Smythson.

Another charming detail at Smythson.

Pink Baby's Breath Butterfly @Smythson.

Pink Baby’s Breath Butterfly @Smythson.

Mad Hatter's Tea Party at  Brunello Cucinelli.

Mad Hatter’s Tea Party at Brunello Cucinelli.

Tea setting in flowers: Brunello Cucinelli.

Tea setting in flowers: Brunello Cucinelli.

Gold-sprayed succulents - a detail of Cinderella's carriage.

Gold-sprayed succulents – a detail of Cinderella’s carriage.

Here are those foxgloves - at Dubarry of Ireland.

Here are those foxgloves – at Dubarry of Ireland.

Storybook Homes, depicted by Hampton's, a real estate company

Storybook Homes, depicted by Hampton’s, a real estate company

TOMORROW: Chelsea Flower Show Press Day tomorrow! Updates to come!

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