Bloomin’ Chelsea

From May 19 to 25, Chelsea in Bloom, a world-class alternative floral art show, reappeared for its 20th anniversary in and around Sloane Square, London, transforming the streets with breathtaking displays made of fresh flowers and greenery. Produced by Cadogan, in association with the Royal Horticultural Society, 2025’s theme was Flowers in Fashion. Chelsea’s garlanded storefronts and squares temporarily became a blossom-bedecked runway. Very early on the morning of May 22, before the sidewalks became crowded, I headed out to take pictures of the ephemeral creations.

Chelsea in Bloom runs simultaneously with the world-famous Chelsea Flower Show, but this exuberant offshoot of that show is a far more enjoyable event. Free to all, and unconstrained by the RHS’s stringent—often timid—design parameters, Chelsea in Bloom allows its floral designers and their sponsors free rein; their creations range from the absurd to the sublime. Searching for all of the presentations becomes a joyful scavenger hunt.

Above: Official roster of this year’s many participants. In adjacent neighbourhoods, more flower-bedecked storefronts unofficially celebrated.

On Kings Road, The Chelsea Punk paid homage to Vivienne Westwood’s iconic boutique, which she established with Malcolm McLaren in 1971. Of the many fashion designers who since the 1960s set up shop in Chelsea (including Mary Quant, Lulu Guinness, Anya Hindmarch, Ossie Clark, Celia Birtwell, Biba, Manolo Blahnik and Alexander McQueen) Westwood’s showstopping Chelsea store—constantly renamed as her æsthetic evolved—has given Chelsea its most powerful pedigree as London’s fashion hotspot.

Every summer since 2009, when I exhibited my garden furniture designs at the Chelsea Flower Show, I’ve spent a month in England. Whenever I’m based in London, the Sloane Square Hotel has been my home away from home. I joke with the stylish young staff that I’ve been a guest there since before they were all born. The hotel’s floral decorations, which referenced ’70s and ’80s fashion (complete with silver disco balls and two dancers) received a bronze award.

No matter what kinds of festivities are underway, Sloane Square seems perpetually under construction.

And despite the visitors who flock to Sloane Square, normal life goes on, as uniformed schoolchildren march in orderly fashion.

There were 144 official Chelsea in Bloom entries. Here follow some of my favourites.

H&M’s storefront on Kings Road was awarded a coveted gold medal for their extravagant tropical display. As more and more visitors began to arrive, many pranced and posed on this raised runway.

Farm Rio, on Kings Road: another gold winner.

A very refined gold winner on Kings Road, at Varley. Framing a sewing machine, this oversized floral oval is built entirely from natural cotton blossom, jute and flaxseed heads.

At Les Néréides, on Kings Road, a life-sized ballerina twirled her way to gold.

Just around the corner from Les Néréides is Bywater Street, with its pretty array of pastel-coloured townhouses. Fans of John le Carré will recall that the author set George Smiley’s home at 9 Bywater Street, Chelsea.

On Manrosa Road, a gold display at the Francis Holland Prep School.

Tucked away on lower Markham Street, Chelsea Green Dental’s tooth fairy left gold under the pillow.

The Cadogan Arms, on Kings Road, went wild with the orange bonnet of a vintage Volkswagen, for Granny Takes a Trip.

Nearby on Kings Road, the Ivy’s beekeeper captured a gold.

And Lavender Green’s jeans also scored gold.

The Chelsea Registry Office on Kings Road does a brisk trade in weddings, for regular folks and the famous (Judy Garland and Mickey Deans; Cassandra Harris and Pierce Brosnan; Wallis Warfield and Ernest Simpson; Anna Eberstein and Hugh Grant; June Child and Marc Bolan).

Across the road is The Head of Oscar Wilde, by sculptor Eduardo Luigi Paolozzi. This giant bronze was installed in 2024, to coincide with Wilde’s 170th birthday. Wilde’s connection to Chelsea wasn’t happy: ’twas at the Cadogan Hotel on Sloane Street that he was arrested and thereafter sentenced to two years’ imprisonment with hard labour.

Speaking of which, the Cadogan Hotel’s cascade of flowers was awarded gold.

On Duke of York Square, Chelsea Grocer’s dainty purse caught my eyes and also those of the judges, who awarded it silver.

But the nearby and much larger Handbag drew crowds.

Just around the corner, Trinny London’s streamlined scissors and thread won a silver gilt and was also voted People’s Champion.

MZ Skin, on Anderson Street, was awarded silver gilt.

Cole & Son, on Jubilee Place, presented the most elegant gown of them all, which of course earned gold.

Chelsea in Bloom’s largest display, Riding Boots, dominated Sloane Square.

Royal Court Theatre, on Sloane Square, earned bronze.

Moyses Stevens, on Pavilion Road, concocted silver gilt floral couture.

On the opposite end of Pavilion Road, Red Lipstick dwarfed me.

On Sloane Street, Fabulous Frames stopped traffic.

Further up Sloane Street, Lady in Couture and her poodle towered over the sidewalk.

On the opposite side of Sloane Street, Amaffi’s dancing perfume bottle charmed for a silver award.

On Sloane Street, almost to Knightsbridge, and away from the crowds, Ascot Hat looked a bit lonely.

On Lower Sloane Street, the Sloane Club’s lady was gowned in fresh roses.

The final stop of my five-hour-long hunt took me furthest afield and up to Markham Street at Cale, where Cinquecento’s entire building had been festooned, thus earning a gold.

Fiore di Moda: a Dolce Vita Bloom is a richly symbolic floral installation celebrating 40 years of Dolce & Gabbana and 20 years of Chelsea in Bloom. Inspired by Italian couture and sacred tradition, the centrepiece is a sculptural floral gown, handcrafted from sustainable materials on a chicken wire and iron base by local ironmongery students. Lilies, violets and roses—honouring the May crowning ritual of the Virgin Mary—are delicately woven into the composition. •

Nan Quick is a travel correspondent for Lucire.

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