Belgravia in Bloom returns in September 2021

From 20-26 September 2021, the London neighbourhood of Belgravia, known for its signature florals, will be transformed with a series of beautiful flower installations, unique displays and experiences with the return of Belgravia in Bloom. Celebrating its sixth year, the floral festival coincides with RHS Chelsea Flower Show. This year’s theme will be a ‘Floral Fairground’, inviting visitors to discover Belgravia’s outdoor spectacle and the joy of flowers. Belgravia’s renowned, luxury florists will collaborate to create bespoke installations exclusively for Belgravia in Bloom and over 20 shops and restaurants will also unveil stunning floral displays exclusively for the festival.

Explore Belgravia’s Floral Fairground with Immersive Virtual Reality

The festival’s hero installations are not to be missed. In Eccleston Yards, Moyses Stevens will unveil a spiralling Helter Skelter tower canopied with colourful flowers and surrounded by pink clouds of candy floss, and in Halkin Arcade, an eye-catching floral carousel by Neill Strain and Judith Blacklock complete with spectacular fairground horses.

Plus, in a London first, Belgravia in Bloom will be brought to life via an innovative augmented reality portal, enhancing the visitor experience by offering a third dimension to the neighbourhood and Belgravia in Bloom festivities. Visitors can immerse themselves in Belgravia’s Floral Fairground with virtual reality fairground themed games. Accessible via QR codes alongside the installations in Eccleston Yards and Halkin Arcade, enter Belgravia’s Floral Fairground and play along with balloon popping, ring tossing and a retro coconut shy. A floral themed Instagram filter and interactive map of the neighbourhood will also feature in the AR platform. Users can also unlock the opportunity to win £1,000 worth of vouchers in Belgravia.
Elizabeth Street

Shoppers and diners on Elizabeth Street will be welcomed by a giant candy floss installation by Moyses Stevens, and their store will be decorated in the theme of a circus tent. Chestnut Bakery’s vintage-inspired ‘The Chestnut Circus’ will incorporate rich, earthy tones using natural wood and entwined textures. Me+EM will use organic Hydrangeas in their ‘Cloudburst’ display and at Joanna Wood, a traditional fairground gypsy tent with fortune tellers and crystal balls will be surrounded by a breath-taking floral display.

Motcomb Street

The Motcomb Street phone box will have a botanical takeover from Neill Strain in the theme of a mystic Fortune Teller tent complete with love potions and a crystal ball. Rococo Chocolates will celebrate the changing season with their ‘Autumnal Blooms’ display and Errol Douglas will create a carousel inspired floral elephant made from fresh Sphagnum Moss base and brightly coloured, seasonal flowers.

On nearby Kinnerton Mews, the Judith Blacklock Flower School will unveil a floral Punch & Judy which will operate daily during the festival and also offer fresh flowers to spectators. Next door, Rachel Vosper will be decorated with a flurry of dyed Asparagus fern to replicate a wave of candy floss. A stone’s throw away on Hyde Park Corner, the grand entrance to The Lanesborough will be framed with 14ft giant ice cream cones created with seasonal blooms and complete with sweet red cherries, evoking memories of childhood visits to the fairground.

Pimlico Road

The Robertaebasta London store will be transformed into a magical circus, showcasing a stunning selection of Italian design pieces entwined with seasonal flowers and vibrant drapery. To celebrate Collier Webb’s latest collaboration with artist Paolo Giardi with the launch of two new portable lights, the artist has created a special installation titled ‘The Botanist’, showcasing artworks from his latest series ‘Flora Chimera’. Meanwhile, life size funfair 3D animal characters will welcome visitors to Chelsea Textiles and Bonadea’s wonderful ‘Swan Carousel’ will feature stunning floral swans with festoon lighting draped around the store for fairground flair.

In partnership with Tanqueray, The Orange we will have a brilliant flower backdrop dressing a wall within the pub – visitors won’t miss the Tanqueray neon sign on display on the door. Fermoie will be partnering with florist Holly Gavin to create a spectacular floral and foliage display using British-grown flowers to create an arch and flower meadow complete with prancing carousel horses. The Odd Chair Company’s ‘Flowering Helter Skelter’ will be created using fresh flowers and recycled fabrics, encompassing sustainability - part of the brand’s core ethos - in a fun and vibrant way.

Floral activity and experiences

Alongside the Instagrammable installations and displays across the neighbourhood, shops and restaurants will be blooming with floral themed events, cocktails and experiences, taking inspiration from the ‘Floral Fairground’. Highlights include:

• Wednesday 22 September - Fermoie will host a one day pop-up making and giving away buttonholes using seasonal herbs and flowers
• Judith Blacklock’s Punch & Judy will be operational for spectators from 11am-7pm on Monday 20 September and 12-7pm Tuesday 21 – Saturday 25 September, with special performances at 2pm and 3.30pm on Saturday 25 September
• Surrounded by sweeping wisteria, purple clematis and their signature crawling ivy, The Hari will offer a selection of floral themed cocktails to enjoy on their stunning Garden Terrace
• Enjoy more floral themed cocktails at Pantechnicon and The Lanesborough
• Experience all the fun of the fair at Stivaleria Cavallin’s Coconut Shy on Elizabeth Street
• In Eccleston Yards, PDP London will transform their first floor terrace, creating a sensory place for collaboration, reflection and inspiration
• The Lanesborough will be serving Peggy Porschen Afternoon Tea accompanied with a signature ‘Belgravia in Bloom’ cocktail, in addition to ice cream cone style savoury canapés in The Library Bar and Withdrawing Room

Floral couturier, Neill Strain says:
“As London comes alive with the cities passion for flowers for the Chelsea Flower Show in September, Belgravia in Bloom gives the local community their own opportunity to celebrate this iconic event in the floral calendar. With the difficulties everybody has faced over the past year, the Floral Fairground theme will inject a sense of fun and child-like flair into Belgravia. I am working closely with the other florists in the area to create some spectacular floral designs, to ensure this theme comes to life in the most innovative of ways!”