Chelsea in Bloom

15 June 2023

Chelsea in Bloom London 2023


From 22-28 May, Chelsea’s prestigious annual Flower Show returned to fill the city of London with colour to celebrate the start of summer.

To mark the occasion, the streets of Chelsea were transformed with stunning displays of fresh flowers.

Produced by Cadogan in association with the Royal Horticultural Society (RHS), the annual competition grows each year, as Chelsea’s finest retailers, restaurants and hotels decorate themselves with creative designs to compete for coveted awards.


The theme for 2023 is ‘Flowers on Film’, inspired by the characters and stories that have graced the big screen, famous film awards and the neighbourhood’s silver screen heritage.

‘Flowers on Film’ promises stunning floral installations celebrating film icons and all genres of cinema, creating a magical experience for visitors and locals alike.

In the competition, entrants created floral displays that reflected their own unique interpretation of the theme.


The displays were judged by a panel of experts and the winners were announced on Tuesday 23 May. The People’s Champion Award was decided by open voting via the official website and the winner was announced on Friday 26th May.

Pardgroup and Axielab had the chance to be part of this wonderful initiative with two amazing Windows displays in collaboration with Hugo Boss and Cartier.


Hugo Boss took part in the annual awards ceremony with a special display paying tribute to a style icon: Marilyn Monroe, with a striking display recreating one of the most iconic moments in film history.

The flowing skirt of Marilyn’s dress provided the perfect canvas for the White Dutch Hydrangeas, whose elegant yet sturdy stems provided structural integrity without compromising the elegance of Marilyn’s iconic silhouette.

This was combined with a wild meadow floral element at the base of the external window, which continues into the store to further integrate the design.

Axielab created the design and Pardgroup produced and installed the special window, bringing it to life with beautiful flowers supplied by Amaranta Florist.

🛠️ Design development by #Axielab. Production and installation by #Pardgroup. Flowers by Amaranta Florist

📍 Sloane Square, Chelsea – London


Pardgroup also had the opportunity to reproduce and reinstall the floral window display we created for Cartier last year to add a little flair to their Sloane Street windows for this year’s Chelsea in Bloom. Unfortunately, we didn’t compete with Cartier for the annual award. However, we were incredibly proud of the result and delighted that Cartier liked our creation so much that they decided to recreate it again this year.

🛠️ Production and installation by #Pardgroup.

📍 Sloane Square, Chelsea – London

We would like to take a moment to thank our retail team and suppliers. It is because of them that we are able to turn ideas into projects every day!