Helen YoungLondon’s ‘Sloane in Bloom’ 2015

With the Chelsea Flower Show on this week, the focus is firmly on all things floral in London, from the famous Harrods to the leafy Sloane Square, a high-end retail precinct near the Chelsea Flower Show.

Smythson shop front Sloane in Bloom 2015

Smythson shop front Sloane in Bloom 2015

Harrods has a flowery bent, dedicating their famous windows to the theme, and adding fresh blooms and floral designs throughout the store. Restaurants feature flower-themed menus and bars offer flowery cocktails.

Smythson shop front Sloane in Bloom 2015

Smythson shop front Sloane in Bloom 2015

Smythson shop front Sloane in Bloom 2015

Smythson shop front Sloane in Bloom 2015

Smythson shop front Sloane in Bloom 2015

Smythson shop front Sloane in Bloom 2015

Around Sloane Square, the upmarket retail area closest to the Chelsea Flower Show, retailers compete in an annual competition called Sloane in Bloom. They dress their shops with glorious floral displays, both inside and streetside, for the week of Chelsea.

Kate Spade Sloane in Bloom 2015

Kate Spade Sloane in Bloom 2015

Kate Spade Sloane in Bloom 2015

Kate Spade Sloane in Bloom 2015

Kate Spade Sloane in Bloom 2015

Kate Spade Sloane in Bloom 2015

This year’s theme is ‘Fairytales’, which seems to have brought out the inner child of every designer involved in the displays, to the delight of the crowds. Wandering around Sloane Square today, on Sunday afternoon the day before Chelsea opens to the world’s media, it’s a frenzy of last-minute installation at some sites, while others are complete.

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

Brunello Cucinelli Alice in Wonderland Sloane in Bloom 2015

This is the best I’ve seen over the past five or so years. None of the retailers I spoke to seemed to know what the prize is, so it’s all about the kudos and attracting the crowds inside, and generally being part of the Chelsea spirit.

Cinderella exhibit outside Brown's in Sloane Square, London

Cinderella exhibit outside Brown’s in Sloane Square, London

Club Monaco, Sloane in Bloom 2015

Club Monaco, Sloane in Bloom 2015

Inside Dubarry shop Sloane in Bloom 2015

Inside Dubarry shop Sloane in Bloom 2015

Dubarry shop Sloane in Bloom 2015

Dubarry shop Sloane in Bloom 2015

Putting together Liz Earle floral exhibit in Sloane Square, London

Putting together Liz Earle floral exhibit in Sloane Square, London

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Helen Young

About Helen Young

Helen is a regular garden columnist for the Weekend Australian, horticulture editor for Australian House and Garden, presenter on ABC702 radio's weekend gardening program, consulting horticulturist, author of 'Balcony Gardening', and garden tour host. Sydney, NSW

2 thoughts on “London’s ‘Sloane in Bloom’ 2015

  1. Wow! It looks stunning, Helen. I love all those soft pinks: very ‘fairytale’. Quite inspired by the succulent displays that look just like rose bouquets. I really need to get myself to London next May, I think.

  2. Well how fabulous. We get a little bit of this with David Jones every Spring. I’d just love to see this happen more in Sydney for a start!!

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