Fabulously Floral: Chelsea in Bloom returns 22 – 27 May, 2017

11 May 2017

Press Release

Safari inspired floral displays across more than 50 Chelsea stores

Complimentary rickshaw rides, free guided walking maps, in-store offers, events and promotions

Visitors to vote for their favourite display to win coveted 'People's Champion' award

This May, the streets of Chelsea will once again come to life with incredible floral installations for ‘Chelsea in Bloom’. Extending the iconic RHS Chelsea Flower Show out into the local neighbourhood, the annual festival of floral art will see the area transformed into a menagerie of wildlife for this year’s ‘Floral Safari’ theme, with 50 competitors* inspired by exotic animals and far-flung destinations to create stunning displays made of fresh flowers. 


With a record number of retailers participating, Chelsea in Bloom 2017 is set to be the most visually stunning yet. Stores across Sloane Street, Sloane’s Square, King’s Road, Duke of York Square and Pavilion Road are taking part - a huge variety of shops, hotels and restaurants including Giorgio Armani, Jimmy Choo, Smythson, Hugo Boss, Monica Vinader, Rag & Bone, Whistles and the Jumeirah Carlton Tower hotel. RHS judges will decide winning displays based on their creative interpretation of the floral safari theme, as well as their style, flair, relevance to brand and use of fresh flowers.


Chelsea will also be home to a number of life size floral animals throughout the week, in support of The Elephant Family, an organisation dedicated to protecting the Asian elephant from extinction. Visitors can depart on their very own safari tour to see the following animals, created by florists ‘All For Love London’ at the following areas:


Sloane Square: Life size Asian elephant, crocodile and hippo

Duke of York Square: Pair of majestic lions 

Sloane Street: Two elegant zebra

Pavilion Road: A rhino and crocodile


Visitors can enjoy a range of in-store events, exclusive products and offers throughout Chelsea in Bloom week including:


Florally inspired menus and cocktails from several restaurants and bars, including Gallery Mess, Manicomio and The Botanist 

‘Floral Safari’ themed products across a wide range of stores including Club Monaco, Escada, Natoora, The White Company and limited edition artist designed t-shirts at RedValentino

Safari inspired treatments, including ‘express’ services at Sarah Chapman, including the ‘Rhino Rhytide’, the ‘Watering Hole’ and the ‘Mud Bath’


Start your journey from the Information Point at Sloane Square – by the life sized floral elephant – to collect a free activity map or book a complimentary rickshaw ride. Full information at www.chelseainbloom.co.uk