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Floral Fabulousness in the Capital: Chelsea & Belgravia in Bloom 2024

It’s not just the world’s most famous flower show that draws visitors to this particular part of London. Over the years, Chelsea and Belgravia in Bloom have grown and developed into the capital’s largest free flower festival. Even if you don’t get tickets for the RHS Chelsea Show itself, it’s worth the visit simply to wander around the leafy streets and marvel at the ingenuity of the displays. And perhaps take in a coffee, or something stronger, as you go! 

This year’s themes were Floral Feasts for Chelsea and Floral Fun and Games for Belgravia, and as usual what was produced was fun, imaginative and at times, simply jaw dropping. Well done to all the florists who put such hard work and technical know-how to good use. Judged to RHS standards, here are some of our favourites: 

Chelsea in Bloom 

Gold for Cartier

It’s hard to put into words the total lusciousness of Cartier’s storefront. Using peonies, roses and plenty of verdant greenery.  

Gold for Poetry

Look out for the urban fox rifling through the rubbish. 

Gold for Cosmetics a la Carte

Possibly the best floral peaches ever. A display far too good to eat.  

Florist: Moonflower Cobham 

Gold for …At Sloane

Showing just what can be done with carnations when in the right hands. 

Florist: Wild at Heart. 


Silver-Gilt for Trinny London

Livening up the King’s Road with lemons. 

Florist: Ricky Paul Flowers 

Silver-Gilt for Granado

A colourful, vibrant floral Carmen Miranda. 

Silver-Gilt for Sticks’n’Sushi 

Very inventive use of foliage and flowers, and an interesting one to install to. 

Silver-Gilt for Kiki McDonough

Fun fair treats in an interactive display. 

Florist: Philip John Corps 

Silver-gilt for Beaverbrook Townhouse

A duo of bumble bees feasting on pollen. 

Florist: Rob Van Helden 

Silver for Massimo Dutti 

Friends gather around a table for al fresco fun and food. 

Silver for Amaffi

A voluptuous display, inspired by a Greek God’s Flower Feast.  

Florist: Neill Strain 


Silver for Peter Jones

Recreating a retro John Lewis and showcasing the new David Austin Rose ‘Emma Bridgewater’. 

Florist: Sarah Feather 

Silver for Les Nereides 

Almost good enough to eat, a sophisticated strawberry display. 

Florist: Ricky Paul Flowers. 


Belgravia in Bloom 

Gold and Best Overall Winner Bayley & Sage

Giant floral playing cards taking centre stage. 

Most Innovative Papouelli 

A flowery children’s slide and adorable Wendy house.  

Highly Commended Neill Strain

A jungle theme inspired by Jumanji 

Highly Commended Me+Em 

Hitting the spot with an archery board. 

Highly Commended Mosimanns 

A clever use of limes and lemons to make snakes and ladders come alive. 

Highly Commended Lime Tree Hotel

Anyone for tennis? 

Highly Commended SMUK

Floral noughts and crosses in an interactive display. 


Large Scale Floral Displays 

Strategically placed along the flowery routes around Chelsea and Belgravia in Bloom are stand-alone central displays that utterly capture the essence of the festival and the themes. These, more than anything, show off the incredible skill of the florists who have created them and the public just love them. 

In Chelsea 

Winnie the Pooh Picnic

A total crowd puller – who can resist Winnie and all his friends?  

Florist: RickyPaul Flowers.  

Lady and the Tramp 

Recreating that touching spaghetti eating moment.  

Candy Floss

Greeting visitors in Pavilion Road.  

Florist: Moyses Stevens 

Sloane Square  

The beating heart of Chelsea in Bloom which never disappoints. This year on the theme of Floral Feasts, what else could it be but the Very Hungry Caterpillar?   


While in Belgravia… 

Cleverly constructed by Moyses Stevens 

A Garden of Suites 

Oversized house of cards on Elizabeth Street. 


Still life on Eccleston Street. 

Rubik’s Cube – A Floral Twist  

Fun and games in Eccleston Yards. 


On Motcomb Street, courtesy of Neill Strain Floral Couture 

Floral Olympiad

With figures woven from willow by Emma Stothard. 

Botanical Boardgame

Watch out for the snake! 


Judith Blacklock Flower School  


A colourful cycling family off to explore the sights. 


Su Whale is a florist and freelance writer with over twenty-five years' experience in the floristry industry. She is the author and publisher of three best-selling books: Cut Flowers, 4th edition (2020) Cut Foliage, 2nd Edition, (2021) and Houseplants (2019), all bookshelf essentials for the professional florist.


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