Covent Garden Flower Market to debut at Chelsea

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Nina Pullman

BY NINA PULLMAN

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Covent Garden Flower Market to debut at Chelsea

Exhibit will explore relationship between iconic flower market and London’s independent florists

Covent Garden Flower Market to debut at Chelsea

'Behind every great florist' will appear at this year's Chelsea Flower Show

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New Covent Garden Flower Market will make its debut at this year’s Chelsea Flower Show with an exhibit from florist and event company Veevers Carter.

The exhibit, entitled ‘Behind every great florist’, will explore the relationship between London’s flower wholesale market and independent florists.

It will include a three metre high wall of black flower buckets overflowing with flowers and foliages to represent the busy trading environment at the market.

In the centre of the black wall, the buckets and flowers appear to be sucked into a vortex to emerge on the other side re-imagined as a modern sculptural art set within a white wall.

The exhibit will be staged on a prominent island site in the Great Pavilion, just off the main avenue, at the show in May.

Devised by New Covent Garden Flower Market to illustrate the role of its specialist florists, the theme was jointly created by Veevers Carter florists and sister company Event Concept.

“We were absolutely blown away by the Veevers Carter design for the Flower Market’s first foray into the world of Chelsea,” said 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.”

Founder of Veevers Carter, Ming Veevers Carter, said: “We are extremely honoured to have been chosen to work on this exciting project. 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.”

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