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Floral dresses wow at Fleur de Villes in Covent Garden

London’s famous Covent Garden Central Avenue played host to a spectacular array of floral couture installations by top florists when Canadian based Fleurs de Ville organised their first showcase event in Europe.

The unique, five-day luxury flower installation created floral couture by blending fresh blooms with bespoke floral-dressed mannequins and matched London and Home Counties florists with top brand sponsors including Mariage Freres, Floral Street, Bentley, Taittinger, Olivia Burton, Brides Magazine, Kate Spade, Rituals, Jardin Blanc and even Covent Garden itself.

The florists who took part, each creating their own imaginative takes on the brief, were; Amie Bone Flowers, Bloomsbury Flowers, Covent Garden’s Head Gardener Kenny Raybould, Farima Perry (who actually did two installations as someone else pulled out at the last minute), Paula Rooney, Ricky Paul Flowers, Stock Florist, Covent Garden Academy of Flowers, The Flower Bar and School, Lucy the Flower Hunter and Wild About Flowers.

Publisher of The Florist, Caroline Marshall-Foster, was there from start to finish and not only filmed the whole event (already seen by over 500,000 people!) but was also one of the judging panel alongside UK Floristry Guild judges Tracy Benton and Frances Fenwick and Elizabeth Edwards of Brides Magazine. 

Their task?  To choose the winners which were announced at the VIP reception as;  

Best in Show:  Wildabout Flowers for Olivia Burton 

Most Realistic:  Amie Bone Flowers for Mariage Frere 

Most Original: Ricky Paul Flowers for Brides Magazine.  

The florists taking part were also judges for the night as they were asked to select their favourite and it was a stunned Farima Perry who received the Florists Choice award for her Kate Spade display.

Above left: Fleurs de Villes founders Tina Barkley and Karen Marshall .   Above right:  Judges Frances Fenwick, Tracy Benton, Elizabeth Edwards and Caroline Marshall-Foster

You can scroll down for all the designs ... here are Just some of the florists and guests at the VIP evening.  Clockwise from top left: 

Jamie Aston shows Caroline M-F how selfies work!  The fabulous Stock Florist team hot from their Wedding Florist of the Year win and their fun dress which just made people smile. Ex Royal Ballet Company dancer Stephen Wicks from Bloomsbury Flowers shows his moves … well the dress was a character from one of his favourite ballets. Ricky Paul whose Cake dress won Most Original ... look at the ribbon detailing in the main pics below! Just part of the brilliant Amie Bone Flowers team who took the prize for the most realistic dress. Make sure you check out the brassica detail in the bodice! Jamie Christopher Price, lead designer at Wildabout Flowers and winner of the best in show prize with a dress that everyone wanted to wear!  Centre: Paula Rooney who took third place in the Fans Favourite vote and Hannah Dunne.

 From the Thursday onwards it was the Fan Favourite vote which not only allowed the thousands of visitors to choose their favourite but be in with a chance of winning two tickets to the Jardin Blanc restaurant at the Chelsea Flower Show 2019. Here many congratulations go to Amie Bone Flowers who took their second crown, with Covent Garden’s Head Gardener Kenny Raybould coming second and Paula Rooney third.

There was a pop-up market from Floral Street and Kate Spade, Instagrammable photo moments from Bentley and Taittinger and fresh-cut flowers, bouquets and floral accessories on the East Piazza.

Fleur de Villes, based in Canada and the brain child of lifestyle and media professionals Karen Marshall and Tina Barkley, is a unique initiative that combines the love of flowers, local design talent and bespoke, one of a kind displays to create show-stopping experiential events that are grounded in hyper local content. 

Working with top local florists, designers, growers and nurseries, it not only showcases the world-class talent a city has to offer by creating stunning displays of art within an elegant gallery style setting but creates incredible brand engagement in a highly effective and totally different way.  As a result increasing numbers of blue chip brands are getting involved alongside local and community based groups. 

For details of other installations visit fleurdevilles.com

To watch Caroline’s video of the event click below ... scroll down for all the designs in detail

Amie Bone Flowers for Mariage Frere 

Bloomsbury Flowers for Brocket Hall Estate

 Covent Garden Academy of Flowers for Randolphs

Covent Garden Academy Montage 

Farima Perry for Bentley

Farima Perry for Kate Spade 

Kenny Raybould for Covent Garden

Lucy the Flower Hunter for Raymond Blanc

Paula Rooney for Taittinger

 

Ricky Paul for Brides Magazine

Stocks Florist for Floral Street

 

The Flower Bar for Rituals

 

Wild About Flowers for Olivia Burton 


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TOM-BROWN

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