London’s largest free-to-attend flower festival, Chelsea in Bloom, promises to be tastier and more delicious than ever when it returns in May 2024 with the theme ‘Floral Feasts’.

From Monday 20 May to Sunday 26 May 2024, Chelsea in Bloom will blossom throughout the neighbourhood, with businesses showcasing extraordinary fresh flower displays inspired by culinary favourites and the most memorable epicurean scenes and characters from film, literature, history and art.

Think Paddington Bear and his marmalade sandwiches; Alice bumbling through Wonderland to meet the Mad Hatter and his chums at that bonkers tea party; Charlie and his extraordinary adventure through Mr Wonka’s chocolate factory; the many biblical stories involving food, from the loaves and the fishes to the last supper; the great hedonistic feasts of European royal courts; the Bacchanalia of ancient Greece; and so much more.

Keep an eye out for large-scale installations springing up throughout the neighbourhood, including that scene from Lady and the Tramp by Amie Bone on Sloane Street, a reimagined version of Winnie-the-Pooh by Ricky Paul on the King’s Road, one inspired by Willy Wonka by Maison de Fleurs at Duke of York Square, and an enormous floral The Very Hungry Caterpillar by floral artist All For Love London on Sloane Square. 

For one week of gloriously creative, world-class floral art, Chelsea’s boutiques, hotels and restaurants will be competing through the fresh floral masterpieces adorning their storefronts in the hope of winning the coveted prizes of the competition, judged by an expert panel, with the winners being announced on Tuesday 21 May. 

There is also a ‘People’s Champion’ award that is decided by the public via an online vote from Monday 20 May to midnight on Thursday 23 May – be sure to vote for your favourite when the polls open!

Running alongside the Chelsea Flower Show, Chelsea in Bloom is London’s largest free-to-attend festival of flowers and is produced by Cadogan in association with the Royal Horticultural Society (RHS). Last year’s theme was ‘Flowers on Film’ and over 90 shops, hotels and restaurants participated across the neighbourhood, from Diptyque and Tiffany & Co. to Hackett and Beaverbrook Town House. Boutique hotel 11 Cadogan Gardens was awarded the Best Floral Display Award for its charming interpretation of the Peter Rabbit movie.

There will be an Information Point on Sloane Square, where you can book previously sold-out complimentary rickshaw tours, and walking tours can also be booked here. There will be further totally Instagrammable installations on the King’s Road, Pavilion Road, Duke of York Square and Sloane Street. 

Throughout the week, there will be an exciting line-up of events, special offers and exclusive treats, as well as a whole host of tempting foodie treats. Further details will be announced soon at chelseainbloom.co.uk, where you will be able to stay up-to-date with all the exciting floral goings on in the neighbourhood.