Iconic London event the Chelsea Flower Show celebrates its centenary year in 2013.
Chelsea in Bloom in association with the Royal Horticultural Society (RHS) is Chelsea’s alternative flower show, and features floral festivities and bloomin’ marvellous banquettes as the streets of Chelsea are filled with flowers. This year’s design theme, for the third year delivered by underscore, is ‘The Decades’.
This plays on the centenary concept, focusing on iconic ‘floral’ moments throughout the past hundred years.
Chelsea’s retailers will use iconic periods in British floral history as inspiration for their floral designs. For example in the 1940’s fabric patterns were often floral and have now become the popular vintage fashion styles of today, whilst in the 1960’s the hippie subculture used flowers as symbols of peace, and the daisy came to represent ‘Flower Power’ at its most iconic.
As with previous years, the floral theme has been kept at the core of the visual identity and campaign, although we have taken great care to ensure our ‘Decades’ concept can support but not overpower the overall competition message, and some of the retailers competing this year include Mary Quant, Hackett, HSBC, Partridges, Links, Massimo Dutti and many more!
Collateral created by underscore for this year’s event includes the brand identity, branded rickshaws, information stands, uniforms, flyers, event pocket guides and a dedicated event website through which visitors can use social media to recommend and vote for their favourite display.
The event launches today and runs until the the 25th May, so why not take a trip to Chelsea this week and join in the floral fun?!