Written by Alastair Owen
May 19, 2016
Six months of planning, 35 specialists and 10,000 stems all lead to this; our RHS Chelsea Flower Show debut, titled Behind Every Great Florist.
Our debut exhibit is a 360° floral art installation that brings to life the deep-seated bond between the Flower Market and our customers, the talented independent florists who flower London every day. It's the story of two sides intrinsically bound together.
A show-stopping floral tribute to HM the Queen on her 90th birthday, the exhibit is designed by Veevers Carter, one of London's most innovative floral design and event styling companies, and one of our most devoted customers.
Exploring the design
THE MARKET SIDE
A three metre high wall of black flower buckets, iconic symbols of the Flower Market, overflowing with flowers and foliage from around the world in a refined palette of green and white, represents the bustling and vibrant trading environment of the Flower Market.
This is where the industrial environment of the market contrasts with the natural beauty of the product. The uniformity of the rows breaks down toward the middle, as the buckets and flowers are pulled into the centre, travelling through a core that depicts the designers' creative thought space.
IN THE MIDDLE
The two sides of the story are bound together by a stream of yellow ribbons, a physical representation of the close relationship, both professional and personal, between the market and London's independent florists. The ties that bind the two are so powerful they hold each other up, sharing the highs, as well as the lows, of flowering London.
THE FLORIST SIDE
Erupting spectacularly from the centre in a riot of colour is a work of modern sculptural floral art. The iconic Queen's head re-imagined as a layered, scented tapestry of flowers set against a white backdrop. A floral tribute to Her Majesty the Queen on her 90th birthday, this represents the exquisite craft and creativity of London's great florists.
Design in numbers
3 metres high112 buckets10,000 flower stems300 metres of ribbon35 specialists on the design team6 months planning2.5 tonnes – weight of stand, same weight as the Diamond Jubilee State Coach
Supplying Chelsea for decades
Did you know we've been quietly supplying the cut flowers, foliage, plants and floral sundries for award-winning show gardens and exhibits for decades? Our flower and foliage wholesalers source from growers and exporters across the globe. In our exhibit, the world's best flowers come to the world's best flower show, via New Covent Garden Flower Market, of course.
Meet the designer
We entrusted the design of our debut RHS Chelsea Flower Show exhibit to Ming Veevers Carter, Creative Director of Veevers Carter, florist, event company and one of our most devoted customers.
Spectacularly conceptualised by Ming and her team, this sculptural landmark display has been produced in conjunction with Event Concept, the sister event design and production company of Veevers Carter, whose joint creative team of set designers, landscape and interior architects, florists, production designers and engineers have worked closely to realise a Chelsea design of staggering complexity.
"I've been coming to New Covent Garden Flower Market for many years and know first-hand how integral the market and its traders are to London's florists. We are incredibly proud to have been working with the market for over three decades, in which time we've built great partnerships with its traders. It really provides us with everything we could possibly need to design the most amazing creations for our clients." Ming Veevers Carter, Creative Director of Veevers Carter
Get involved
Visit us on our stand in the Great Pavilion just off Main Avenue (GPB127) or follow the story online via our Twitter, Instagram and Facebook using the hashtag #BehindEveryGreatFlorist
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