From the 22nd-28th May, Parisian perfumer Diptyque will transform its Sloane Street flagship for the widely anticipated floral art show, Chelsea in Bloom.
The show which is London’s largest free flower festival sees the local neighbourhood undergo a metamorphosis and ‘bloom’ with floral art installations, which are inspired by a theme set each year and judged by the Royal Horticultural Society.
This year’s theme is “Flowers on Film” with the neighbourhood bringing to life characters and storylines that have graced the big screen, famed cinematic awards and celebrated Chelsea’s silver screen heritage. The Maison will interpret this with a focus on The Parisian Garden inspired by the film Amelie, transporting visitors to the French capital. Promising sensational floral installations, the charming Parisian setting will be filled with stunning colours to capture the essence of the iconic locations seen in Amelie. From the Windmills café to St Martins canal, the store will bloom into a classic brasserie with an array of beautiful flowers adorning the shop front. There will be rich romantic reds, deep greens and the beauty of wildflowers paired alongside classic garden blossoms, which are used throughout the movie. Inspired by the film, Diptyque will showcase its assortment of fragrant products to elevate the story and enrich the senses through an olfactory discovery.
‘We are very excited to participate in Chelsea in Bloom for the second year. Last year we opened a pop-up to introduce ourselves to the local neighbourhood, which received a tremendous reception from the local community and visitors. This year, we are even more thrilled as it’s the first time using our permanent flagship boutique to fully showcase our quintessential Parisian personality through our iconic floral scents and inspirations.’- Amanda Morgan, Managing Director, UK at Diptyque.
Customers will be invited to explore the visual highlights of The Parisian Garden and enjoy an assortment of exclusive activations occurring within the store during the weeklong activation. Clients can immerse themselves further into the plot of the movie with an interactive photobooth. In addition, an engraver will be present on Thursday 25th (2pm-6pm), Saturday 27th (2pm-6pm) and Sunday 28th May (1pm-5pm) to create unique, personalised gifts. French refreshments alongside champagne will be available every afternoon for customers to enjoy whilst browsing the full brand catalogue within the Sloane Street Boutique.
161 Sloane Street – London – SW1X 9BT
Monday – Wednesday: 10 AM – 6 PM / Thursday – Friday: 10 AM – 7 PM / Saturday: 10 AM – 6 PM / Sunday: 11 AM – 5 PM