Belgravia in Bloom
Crafting magic for Collier Webb’s Pimlico Road showroom window.
Creating a floral installation for bespoke lighting and hardware brand Collier Webb’s Belgravia in Bloom window display was an absolute dream project.
Towards the end of May each year, Belgravia and Chelsea erupt in a spectacular flower frenzy. Thanks to the premier location of the RHS Chelsea Flower Show at Chelsea Barracks, Collier Webb’s Pimlico Road showroom sits in the perfect spot to welcome footfall travelling to and from the show. This is not to mention the abundance of flower enthusiasts who descend on the area just to soak up the jaw-dropping installations from luxury brands on the King's Road, Sloane Square, and Sloane Street.
The Inspiration
Capitalising on this incredible design energy, we wanted to highlight Collier Webb’s latest addition to their picture rail collection - Branch. This organic, textural design, meticulously created in their Eastbourne foundry, was paired with vibrant artwork by Victoria Fletcher. The floral brief was based around a magical garden, a direct nod to the Belgravia in Bloom theme, 'Fairy Tales of Belgravia'. My goal was to create a living, 3D landscape that made viewers feel as if they were preparing to step right into the artwork itself.
Bringing the Enchanted Forest to Life
To construct the backdrop standing on either side of the artwork, we used plywood on stands layered with chicken wire, cemetery vases, and a whole lot of foliage! I selected flowers inspired by an enchanted forest, the kind of whimsical blooms that wouldn’t look out of place alongside a lush, babbling brook.
Solomon’s Seal was ideal for creating layers of gracefully draping flowers, while peach Foxgloves were staggered in height around beautiful tree stumps. I chose 'White Giant' alliums because they always remind me of fluffy white dandelion seed heads, evoking pure fairy tale magic. To map out the movement of our 'babbling brook', I relied on vibrant raspberry pinks, utilising draping Amaranth, rich 'Cheerio' Carnations, and the delicious 'Sweet Cherry Scoop' Scabiosa.
Window display for Belgravia in Bloom 2026
If you’d like to get in touch to discuss flower arrangements or a floral installation for your event or brand activation feel free to email me at hello@scenefloraldesign.com
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