Home CNN.com The Cadogan Estate’s Chelsea in Bloom Project Continues to Create Buzz

The Cadogan Estate’s Chelsea in Bloom Project Continues to Create Buzz


FLOWER POWER: One of central London’s largest property owners has been capitalizing on the annual Chelsea Flower Show to promote retail in the neighborhood. The Cadogan Estate — which looks after properties throughout Chelsea and Knightsbridge — said its Chelsea in Bloom Retail initiative has been drawing increasing footfall — and greater attention — to the neighborhood.
This year’s initiative saw 50 West London retailers take part, mounting floral displays around the time of the Chelsea Flower Show, which wrapped up last weekend. The five-day flower show, the most important in the U.K., is hosted by the Royal Horticultural Society and held at the Royal Hospital Chelsea.
The Cadogan Estate’s initiative saw elaborate floral decorations on storefronts, life-sized African animal installations, floral rickshaw rides, in-store offers, events and floral-inspired menus and promotions.
Hugh Seaborn, chief executive officer at the Cadogan Estate, said the event typically had about 30 businesses taking part, but saw the number rise to 50 this year, with footfall in Chelsea up 24 percent last week during the flower show.
“It is so important to support brick-and-mortar stores at the moment because the online experience is growing faster than brick-and-mortar sales,” said Seaborn. “We allow retailers to showcase their retail proposition

Follow WWD on Twitter or become a fan on Facebook.

Read More…