UK beauty retailers have transformed their shop fronts this week in honour of floral art show Chelsea in Bloom 2023.
Shops situated in Sloane Square, Chelsea, have installed immersive floral art installations to transform the neighbourhood from 22 to 28 May as part of London’s largest flower festival.
The installations are inspired by a theme, which is set by UK gardening charity the Royal Horticultural Society and then judged by a panel of experts.
This year’s theme ‘Flowers on Film’ has seen beauty stores bring to life storylines and places that have graced the big screen.
Perfumer Diptyque has transformed its flagship into a Parisian garden inspired by “iconic locations” in the French-language romantic comedy Amélie.
The floral display nods to France's capital city, Paris, featuring everything from the Windmills Café to St Martin's Canal.
“There will be rich romantic reds, deep greens and the beauty of wildflowers paired alongside classic garden blossoms, which are used throughout the movie,” said the brand in a statement.
Customers can shop for perfumes and take part in a film-themed photo booth, while an engraver will be present to personalise gifts.
Jo Malone London's display is inspired by the Scottish Highlands, which has featured in many movies
Jo Malone London has created a display that “captures the enduring inspiration that Britain’s diverse landscapes continue to have on the film industry”.
The perfumer’s installation, created in partnership with Ricky Paul Flowers, focuses specifically on the scenery of the Scottish Highlands, featuring wild flowers such as thistles, heather, achillea and lavender.
Cut-out panels of sights synonymous to the area, like misty moors and ancient castles, also included to evoke “an immersive film set feel”.
Customers can pose for a photo on a bench in front of the floral creation and shop Jo Malone London’s limited edition The Highlands Collection.
When the activation has ended, Jo Malone London will donate the flowers to The Quiet Garden in Notting Hill – a garden the brand has supported since 2017.
Retailer Space NK, meanwhile, has unveiled a red rose wall that surrounds a branded bath tub in front of its Duke of York Square store.
Customers are being encouraged to take a photo with the display and share it on Instagram with their best film-inspired caption, tagging the brand.
The best picture and caption will win a £500 Space NK goody bag.
Other beauty brands are hosting floral-themed activities throughout the week too.
Skin care brand Sarah Chapman is offering services such as floral nail art and a bracelet-making workshop using a selection of themed beads.
Nail salon Townhouse also offered complimentary Lillet Rose Spritzers with treatments on the opening day of Chelsea in Bloom.
