New Covent Garden Flower Market reveals design for RHS Chelsea 2016
Acclaimed florist and event company Veevers Carter will be designing its debut exhibit at the RHS Chelsea Flower Show for the New Covent Garden Flower Market. The display, entitled ‘Behind every great florist…’, will explore the relationship between London’s famous wholesale Flower Market and the independent florists around London.
The design is set to include a 3m high black wall of black flower buckets overflowing with flowers and foliage from around the world, representing the bustling trading environment of the Flower Market. As the uniformity of the rows breaks down toward the centre of the black wall, the buckets and flowers appear to be sucked into a vortex to emerge on the other side spectacularly re-imagined by the florists in a work of modern sculptural art set within a white wall.
The contours of the textural layers of densely packed cut flowers – each tier a different shade – reveal a distinct and universally recognised image, which will remain a closely guarded secret until the RHS Chelsea Flower Show itself.
Recesses at either end of the exhibit draw the eye to secret caves of mosses and ferns and exotic foliages lit by shafts of light from above. The exhibit will be staged on a prominent island site in the Great Pavilion just off Main Avenue.
The theme of ‘Behind every great florist…’ was devised by New Covent Garden Flower Market to illustrate the role of its specialist traders in supplying flowers, foliages, plants and sundries from across the globe to the very best independent flower sellers in the capital.
The task of interpreting the brief was entrusted to the renowned event florist, Veevers Carter, and sister company Event Concept, whose joint creative team of theatre set designers, landscape architects, florists and production designers brainstormed their way to a landmark Chelsea design of staggering complexity.
“We were absolutely blown away by the Veevers Carter design for the Flower Market’s first foray into the world of Chelsea,” says Helen Evans, Director of Communications at Covent Garden Market Authority.“It is a confident, ambitious, show-stopping concept, which showcases both the creative expertise of the professional, independent florist and the excellence of the wholesalers who supply them.”
“We are extremely honoured to have been chosen to work on this exciting project,” says Ming Veevers Carter, Founder of Veevers Carter. “As a customer of New Covent Garden Flower Market for many years, we understand just how integral the market, and all the traders who work there, is to London’s florists. For the market’s inaugural exhibit, we have taken inspiration from this to create a truly show-stopping stand design and floral display that we hope will live long in everyone’s memory.”