Flower power will be extending well beyond the world’s greatest flower show this week – with Chelsea’s Peter Jones department store creating the most extravagant and challenging window display in the branch’s history.
Window dressers worked into the small hours of this morning to pull off a magnificent display using 2,500 flower stems, plants and herbs – including a brand new variety of rose, revealed for the first time today at the Chelsea Flower Show.
The new English shrub rose was created by famous rose breeder David Austin Roses and named in tribute to designer Emma Bridgewater. It reveals a kaleidoscope of colours – from pinks, orange, mauve and lilacs and has a floral fragrance with notes of tea.
Peter Jones will also be the only retailer to sell Emma Bridgewater’s new collection of pottery this week, each adorned with or inspired by the new rose. The collection includes mugs and tea towels, with prices starting from £13. It will also be available on johnlewis.com from 27 May.
Peter Jones is also hosting a range of events throughout the week – including a live Q&A session with Emma Bridgewater herself, treasure hunts and beauty masterclasses.
Dominic Joyce, head of branch at Peter Jones, says: “The Chelsea Flower Show is the Christmas of summer. The atmosphere is incredible and, being in the heart of Chelsea, we attract tens of thousands more visitors during that week alone. This year, our team certainly rose to the occasion and we’re going bigger than ever to entertain our customers – from our beautiful floral display featuring a world-exclusive rose, to exciting events and discounts.”
John Lewis worked with Sarah Feather Designs to put together the display, which will be available to see until Sunday 26 May. Taking more than 500 hours to put together – including working overnight last night – it includes David Austin’s new rose, as well as carnations, chrysanthemums, small bedding plants and more than 1,000 potted herbs from John Lewis Partnership’s own farm in Leckford, Hampshire. The floristry will be meticulously tended to and watered multiple times a day whilst on display.
Potted versions of the herbs and plants have been used wherever possible to increase their longevity. Leftover flower stems which cannot be repurposed will be donated to The Confetti Club, which specialises in creating biodegradable confetti (with all profits going to charity), while leftover herbs will be donated to The Felix Project.
