Success of 2026 Chelsea in Bloom
The story behind the flowers, from the people who made it happen.
If you'd been on the King's Road a few weeks ago, you'd have felt it too.
Chelsea in Bloom 2026 had a theme, ‘Out of This World’, and it delivered on every level!
What struck me most was how differently each florist interpreted it. Some went celestial and dreamy, others leaned into something more mystical, almost tarot-like, that feeling of another realm just beyond reach. It was playful, it was unexpected, and at times it was genuinely otherworldly.
We were there during the installation, which is a completely different experience to arriving on opening day. It's buzzy and slightly chaotic in the best possible way! Flowers being unwrapped, structures going up, florists busy creating. Watching it all come together from the ground up made the finished displays hit even harder. You understand the scale of what's been created, and the ambition behind it.
We wanted this year’s coverage to be more than just a visual roundup. So I went back to the florists themselves, the people who dreamed these installations up, sourced every stem, and pulled it all off under serious pressure. What they shared about their concepts, their process, and what the competition means to them made me appreciate what I'd witnessed even more.
This is our take on Chelsea in Bloom 2026, the installations that stopped us in our tracks, the winners, and the stories behind the flowers.
Now in its 21st year, Chelsea in Bloom 2026 ran from 18–24 May alongside the RHS Chelsea Flower Show, transforming the streets of Chelsea into an intergalactic wonderland. Produced by Cadogan in association with the RHS, this year saw over 145 of Chelsea's best retailers, restaurants and hotels bring their own interpretation of Out of This World to life through breathtaking fresh floral installations.
Six large-scale commissioned pieces were also dotted across the neighbourhood, including a zodiac constellation at Sloane Square, a UFO hovering over Pavilion Road, and a lunar landscape at Duke of York Square.
Awards were given by a judging panel including the RHS, with Gold, Silver, Bronze and Merit recognised across participants. The top honours went to:
People's Champion — Trinny London (voted by the public)
Best Floral Display — Astrid & Miyu
Highly Commended — Chelsea Heritage Quarter & N.Peal
Innovation Award — The Conran Shop
We were thrilled to catch up with Anna from Floe, the florist behind Astrid & Miyu's winning installation, to find out the story behind their display, and what the recognition means to them.
Floe for Astrid & Miyu — Best Floral Display
Anna's concept was inspired by the landscape around her home in Somerset, and the way nature has a way of making you feel like you've stepped into another world entirely. She explains it best herself:
"The real inspiration came from where I live in Somerset, just as the banks were bursting into life with wild grasses, cow parsley, moss covered trees. Just the moss alone, the way it transforms ordinary stone and bark into something that feels ancient, alive, and not quite of this world. There's a threshold/portal like quality to certain spots in the natural landscape, where the light shifts and you feel suddenly elsewhere. I wanted to capture that feeling. The mossy portal is an invitation to step through, from the everyday into something that feels out of this world. We added other airy florals to the display such as wild cow parsley and frothy grasses to help transport the viewer to a sun-dappled and enchanted, otherworldly landscape."
The all-glass shopfront presented a real challenge, solved through careful pre-construction on wooden panels and, as Anna puts it, "a lot of maths and measurements" and some inevitable on-the-spot problem solving on the day. Two months of sampling, refining and finding alternative solutions went into what looked, on the day, effortlessly natural.
This was also a personal homecoming for Anna, returning to this kind of work after a period away, and one that clearly prompted some deeper reflection on her creative identity:
"I don't come from a traditional floristry background, I wouldn't call myself a florist in the traditional sense. I come at natural materials from a different angle, as an artist, a maker, someone drawn to texture and form, but then I guess this is what modern floristry is. However I don't feel like I can own that title. I don't know how to define what I do... botanical artist perhaps. I'm still figuring it out. For a few years, life pulled me in a different direction. Children arrived, and with them a quieter kind of creativity; I returned to graphic design, for an easier and more predictable income. However working with nature has always been threaded through everything I do, it's less a discipline and more a language I keep returning to. Coming back to it felt like stepping outside after a long time indoors. I'd forgotten how gloriously physical it all is, the weight of it, the dirt under your fingernails, the ache in your arms at the end of a day. Not sat at a desk, but rooted in something real. There's a freedom in working with living material, it breathes, it surprises you, it refuses to be perfectly controlled. Astrid & Miyu gave me the springboard back into it, sometimes you need someone to open a door before you're ready to walk through it yourself."
On winning Best Floral Display, she told us: "The floral displays were mind blowing and I wasn't expecting anything. I was so happy when passerbys stopped for a chat and enjoyed the display, so winning the award was next level! It means a lot, especially when you are always second guessing yourself, as I'm sure most creatives can relate to."
And as for what's next, Anna is already looking ahead:
"This project has felt like the beginning of something bigger, a real overhaul, a new body of work taking shape. A new identity... Three years ago we left London for Somerset, to find space, physical space to work, but also creative space to breathe and figure out what we actually want to make. The countryside here has seeped into everything since; you can't live surrounded by this landscape and not be inspired by it. This project has given me the fuel I needed to push forward, to stop circling the idea of what's next and actually start building it. I have a couple of ideas floating around. The sea and Jurassic Coast is nearby and I have long been sifting through the beaches and I'm always drawn to seaweed! So I feel a seaweed sculpture coming up! Watch this space. I think the direction I want to take my work is looking more into the rhythm, patterns and forms found in nature, translating it into sculptures and installations that invite people to pause, and feel the quiet intelligence of the natural world around them."
All For Love - The Central Installations
Ruth and her team at All For Love are the creative force behind Chelsea in Bloom's large-scale central installations, and this year they delivered three of the most talked about displays of the entire festival. Ruth is known for the close-knit community she has built around her work, affectionately referring to her team as her flower family, and watching them bring these installations to life is something else entirely.
Sloane Square — The Zodiac Constellation
This is where we first spotted the All For Love team at work, one team member dressed head to toe in a shiny, space-style suit, perfectly in keeping with the cosmic theme.
The finished result was breathtaking in its simplicity, a beautiful display built almost entirely from willow &gypsophila. Ruth describes it:
"Our installation brings the magic of the zodiac to life in a soft, dreamlike setting. A large circular constellation is created on the ground, forming the centre of the piece. Around it, zodiac animals and symbols, Scorpio, Leo, Capricorn, Cancer, Sagittarius, Libra, and Aries, are shaped from flowers, each one designed to reflect its unique character. Every animal is handwoven from willow, giving a natural, handcrafted structure beneath the blooms. Rising from gentle, cloud-like bases, the sculptures feel as though they are floating, a simple, beautiful zodiac wheel that blends stars, nature, and craftsmanship into one immersive experience."
Pavilion Road — The UFO
From the zodiac to the skies above - the Pavilion Road installation took a more playful, cinematic turn:
"We created a playful, eye-catching scene with a UFO hovering above Pavilion Road. Suspended overhead, it appears to float in mid-air, drawing attention from every angle. Below, three aliens are positioned amidst a beam of orange and red flowers, adding a fun sense of movement and storytelling. Each figure is handmade from thousands of individual eucalyptus leaves, a fun, cinematic installation that feels imaginative, slightly surreal, and full of character, inviting visitors to stop, look up and smile!"
Duke of York Square — The Moon Landing
And then there was this. The Duke of York Square installation stopped people in their tracks, an astronaut sculpted entirely from white hydrangeas, roses and spray roses, set against a giant glowing moon and floral moonscape floor. Ruth captures it beautifully:
"Rich in texture and soft detail, the flowers bring the scene to life while keeping a fun, imaginative feel. A bold, whimsical take on space exploration, full of charm, creativity, and a sense of wonder, inspired by the excitement of recent missions to the moon."
Cottee Flowers for Ralph Lauren — Gold Award
Linda has been running Cottee Flowers for many years, building a reputation that speaks for itself, she has worked with Ralph Lauren on their Chelsea in Bloom installations for over 14 years. This year she was joined on the install by her son and daughter, alongside a team of freelancers, very much a family affair. Cottee Flowers also worked with Brunello Cucinelli this year, a further testament to the trust placed in them by some of the world's most prestigious brands.
This year's Ralph Lauren concept was rooted in mythology, and Linda explains how the brief works:
"The concept for Ralph Lauren is designed by their creative director, approved by their marketing team and then shown to us so we can interpret their design and discuss what flowers/plants we will use to achieve their vision. This year the concept was based on the mythological story of King Arthur and the round table and then has to tie-in with their summer collection of clothing, hence all the bright colours!"
Longevity was a key consideration when it came to the flowers: "Our main concern is the longevity of the flowers as we need it to look good through the whole week. They wanted bright, vibrant colours to complement their clothing so we chose eryngium, achillea, leucospernum, leucadendron, craspedia and lots of kalenchoe."
On sustainability, Linda takes a refreshingly practical approach: "Yes we went very old-school (or is it new-school?!) with chicken wire and moss frames and all flowers individually wired. Any plants we use are donated to charities but I'm afraid the flowers will be good for nothing by the end of the week!"
The scale of the operation is something else entirely. Many of the floral elements came pre-made and ready to place, with the overnight install finishing at 4am. Seven people on site, navigating structural pieces, set-builders and visual merchandisers all working simultaneously. The attention to detail extended inside the store too, with the internal design carefully considered to tie in with the display and theme. In total, the project clocked up around 400 hours of work across the whole team.
On receiving the Gold award, she says:
"It really is the icing on the cake! The whole team love these installs but it is hard work, so that gold makes up for our aching hands/feet/backs!"
Phohm for The Ivy Chelsea Garden — Kings Road
Phoebe and her team at Phohm brought something wonderfully playful to The Ivy Chelsea Garden this year, and the theme gave them every excuse to go all out. As Phoebe describes it:
"Our display really is out of this world, we have aliens, Saturns, the moon, rocks, astronauts. We really just wanted to be really playful this year, and the theme really allowed us to do that."
The florals were chosen to match the otherworldly feel: "We were experimenting with lots of amazing stems, we used lots of orchids, alliums, anthuriums, beautiful tulips. We wanted to show other worldly looking florals."
What makes this installation particularly impressive is the sheer amount of custom work that went into it. Planning began back in February, and almost everything was made specifically for the display. Phoebe explains:
"Everything is pretty much custom, the Saturn was steel welded, the observatory was bespoke carpentry, and the rocks were all scenic painted. We spent hours conditioning all the flowers beforehand and making up all the sustainable mechanics for it, a very, very long process of it all coming together."
Sourcing the flowers this far in advance presented its own challenges: "We get all of our florals from Holland, and then some from market. I love ordering online because it really helps with working out what we need, what it will look like, where they will be placed. Which is quite tricky to do back in February, we have an idea of the colour palette but we're not exactly sure what will be available at the time. We did have to order a lot of the beautiful special orchids in purposefully for this project."
The install itself took around 12 hours, no small feat, and Phoebe is quick to credit the team around her: "We had a brilliant team of freelancers, which is great. Couldn't have done it without them, they are an absolutely incredible team."
Pop-Up Florist for Veronica Beard
One of our personal favourites, and it's easy to see why. Popup Florist, the US-based floral studio and designated florists for Veronica Beard, flew their team over specifically for the install, and the result was breathtaking. Founder Kelsie Hayes described it perfectly: "Together we dreamed up this extraterrestrial landscape. The result is a surreal botanical world where fantasy meets the unmistakable sophistication of Veronica Beard."
The interior was transformed into a dreamlike landscape, with mannequins styled in full looks emerging between sweeping waves of florals, creating a dynamic interplay between fashion and nature. Everywhere you turned, there were beautiful florals, it draws you in from the street and makes you want to step inside. Which, of course, is exactly the point.
FLOWERBX — Multiple Installations Across Chelsea
FLOWERBX were one of the hardest working teams of the entire event, their van a familiar sight across Chelsea throughout the week as they worked on multiple installations. With an incredible team and a strong network of freelancers, they brought their signature touch to some of the most elegant displays of Chelsea in Bloom 2026.
Two installations in particular stood out.
Varley
One of our personal favourites. Classic, elegant and a perfect reflection of the brand, the Varley installation was everything Chelsea in Bloom does best. As the brief describes:
"Inspired by this year's Out of This World theme, the installation sees the Varley world emerging outward from the store into the street, a celestial form designed to feel both grounded and expressive. Built from layered dried florals in warm apricot, terracotta, cream, and sunlit tones, the installation wraps around a sculptural central sphere, with orbiting forms extending beyond the storefront and onto the King's Road."
Graham & Brown
Equally stunning was the Graham & Brown installation, inspired by their new Spring/Summer collection, Solstice. The brief captures it beautifully:
"This installation brings the collection to life through a sun-drenched floral display, where soft blooms gather and spill outward. Warm tones, delicate textures and natural movement echo the rhythm of the season, creating a space that feels immersive, uplifting and otherworldly, something to step into rather than simply observe."
Amerante — Multiple Installations Across Chelsea
If there was one team that seemed to be everywhere during Chelsea in Bloom 2026, it was Amerante. Founded by Kay, and led on the ground by Sim and an incredibly talented team of florists, Amerante delivered 21 installations across Chelsea in Bloom and Belgravia in Bloom this year, a scale that is almost hard to comprehend.
Behind the scenes, preparations had been underway for months. As Kay explains:
"We signed our first client in December last year, so Chelsea in Bloom had already been in motion for quite some time before installation week. From there, the briefs developed through a detailed process of concept creation, client conversations, moodboards, sketches, production planning and site logistics."
The aim was for every installation to feel like its own world, while still being part of one wider Chelsea in Bloom universe, and walking through Chelsea that week, you felt exactly that.
Free People
One of the most magical pieces of the entire festival, and Amerante describe it beautifully:
"We created a gateway into Free People's world. Every single flower was hand-tied, one by one, in an ombré fashion to create the illusion of a floating portal. We set it against a wild meadow of pampas, foxgloves, achilleas, and kangaroo paws, and finished it with eclipse and star vinyls across the windows to completely transform the storefront. It's truly one of the most magical pieces we've made all year."
Medusa — Oliver Peoples — Gold Award
Then there was Medusa. One of the standout pieces of Chelsea in Bloom 2026, and a worthy Gold Award winner:
"Medusa: The Gaze reimagines the iconic myth through beauty, power and vision. A symbol of transformation and allure, she's the ultimate Out of This World guardian of the storefront. She's one of the most intricate pieces we've ever made. We designed every part of Medusa from scratch, from her sculpted face to her floral sunglasses to the snakes, each one formed individually and finished in a different floral technique, giving every serpent a texture entirely its own."
American Vintage
Bold, vibrant and perfectly in keeping with the brand, the American Vintage installation was another highlight from the Amerante team.
Anthropologie
Anthropologie was transformed into a whimsical botanical galaxy of ice cream scoop planets, playful, imaginative and utterly charming. The display made really clever use of plants as well as cut flowers, creating an instant, lush effect that was both visually impactful and practical. The perfect way to build a display that would look just as beautiful on the last day of the festival as the first.
Sustainability was also woven thoughtfully throughout their work:
"This year, we created a daily bouquet giveaway during Chelsea in Bloom using stems from our installations. Each bouquet was wrapped with a surprise affirmation inspired by the Out of This World theme, so members of the public could take a small piece of the week home with them. It was a simple way of repurposing flowers while also sharing the joy of the event more directly with people walking through Chelsea."
Catherine Amendola for Piazza Castello
One to watch, and one we'll be featuring in much more detail very soon. Catherine Amendola created a truly special display for Piazza Castello this year, and we're delighted to have played a part in bringing that connection together.
The concept was magical:
"The Fairytale Atelier reimagines the window as a place that exists between worlds - a sunlit forest where celestial fairies quietly create garments for otherworldly travellers. In this suspended woodland, time moves differently. Fairies float, foliage grows in unexpected directions, and light glows softly as if from another realm. The mannequins aren't simply dressed - their outfits are being crafted, stitched and adjusted by the hands of these wonderful creatures, celebrating the slow, artisanal process behind Piazza Castello's cashmere and silk."
Sustainability was also at the heart of the display, flowers donated or composted post event, natural materials prioritised throughout, and props and structures designed for reuse. A stunning, considered installation built around a beautiful selection of British flowers.
We'll be sitting down with Catherine properly very soon, keep a look out.
Flower and Press for The White Company
One of the most quietly magical installations of the entire festival. Flower and Press created something truly special for The White Company, a display that felt alive, with flowers that seemed to spill effortlessly from inside the store out onto the street, full of gentle movement and dreamlike beauty.
The concept was as poetic as the display itself:
"With over 30 years of expertise in helping people sleep better, The White Company explores Out of This World through the experience of the mind gently drifting off - Sleep, another world awaits. On Pavilion Road, delicate florals and soft, rotating forms take inspiration from theta brainwaves, the first stage of sleep. A light, dreamlike rhythm where the mind begins to quietly drift out of this world. On their Symons Street entrance, delta brainwaves guide the design - the slowest and most restorative rhythm of rest, where you're far out of this world, in a state of total calm. Together, these installations explore sleep as both a science and a sensory experience. Something vital, transformative, and at times, entirely otherworldly."
A Few More That Stopped Us In Our Tracks
Chelsea in Bloom 2026 was full of moments that made you pause. Here are just a few more displays that caught our eye.
Chelsea in Bloom 2026 was, without question, something truly special. But what struck us most, both during the installations and in the conversations we had with the florists afterwards, was the sheer scale of what goes on behind the scenes. Months of planning, countless hours of preparation, warehouses full of flowers being conditioned and constructed, teams working through the night to meet deadlines, and individuals pouring their heart, creativity and expertise into every single stem. None of what you see on those streets happens easily. It is the result of extraordinary talent, dedication and teamwork, and every single person involved deserves enormous recognition for what they created.
To every florist, designer, maker, assistant and freelancer who played a part in Chelsea in Bloom 2026, thank you! You turned a week in May into something genuinely unforgettable.
We are far from done. In the coming weeks we'll be going deeper behind the scenes, exploring the logistics, the teams and the processes that make an event like this possible.
Photography by Lauren Barber.