Chelsea Flowers Show

Urban Design Flowers & creative director Steve Betts chosen to be part of the design team for Interflora's exhibit at this years Chelsea Flower Show.

To celebrate Interflora’s 90^thanniversary in May this year, the popular flower delivery company have chosen five expert florists to help design and create a unique exhibit at the RHS Chelsea Flower Show.

Celebrating floristry expertise over the past nine decades, Interflora’s design exhibit, entitled Time Frames, takes influences from art, fashion and pop culture from the 1920’s to the present day.  Each florist has their own section of time to interpret and will use popular flowers from the era, as well as some authentic props, to bring it to life.

All team members are award winning florists in their own right, but have been brought together to showcase the best that Interflora can offer, in this celebratory year. Meet the team and find out what inspired their section of this spectacular exhibit…

1920s 

Steve Betts, who owns Urban Design Flowers in Solihull, is responsible for the design and creation of two sections of the exhibit, the 1920s and the present day. From one end of the timeline right to the other, he has been able to reflect both past, present and future in his styling.

He said, “Without giving too much away, the Interflora exhibit really will be something quite special. We are going to take visitors through all the key decades of Interflora’s 90 years and plan to evoke personal memories of favourite times, with styled interiors and exteriors, from gardens to galleries. I have designed a section for the present day and also for the 1920s, a decade which I love! Creating a snapshot of that very distinctive 1920’s style reflecting the geometric patterns, shapes and architecture was perfect for me.

1930s /40s

As well as overseeing the exhibit’s build and development, David Ragg, who owns Lansdowne Florist in Bournemouth, is responsible for the design and creation of the 1940s section of the exhibit, which takes inspiration from the Dig for Victory campaign of wartime Britain. Traditional roses mixed with more contemporary blooms recreate the look and feel of a well-loved allotment.

David said, “Hopefully the exhibit as a whole will mean different things to different people and bring back memories of each decade. When I was allocated the 1940s I spent a while thinking of different ideas before hitting on the ‘Grow Your Own’ theme – it just perfectly captures that moment in time.

“There were actually a surprising amount of different flowers available in the UK then, with even orchids growing in certain parts of the country. I have tried to reflect that while also keeping things simple with lots of natural materials and textures.”

1950s

Natalie Stanyer, who owns Natalie’s Florist in Newcastle-under-Lyme, Staffordshire is responsible for the design and creation of the 1950s section of the exhibit, which will follow a natural, muted colour scheme using natural fibres and textures along with flowers and foliage.

She said, “When I found out I would be responsible for the 1950′s section, I started researching everything I could about the era, from interiors and design to fashion trends and colours. I knew that I needed to use what was available at the time as my starting point and build it up from there.

“Vintage is very popular at the moment but in some ways that has made it harder as it is not all authentic. I’ve tried really hard to recreate the decade as closely as possible as I really want my display to bring back memories for people.

1960s/ 1970s

Janet Boast, who owns Going Dutch in Nelson, Lancashire is responsible for the design and creation of the 1960s/70s section of the exhibit, which will feature both blooms that were available at the time, including chrysanthemums and carnations, as well as others that have become synonymous with the era, such as brightly coloured gerberas.

She said, “As soon as we were told the theme I had a mental image of what the 60s/70s section would look like, so I was keen to take on the styling for that part of display. I knew that I needed to include lots of bright showy colours, but also communicate the other aspects of that era – the new materials that were becoming available, and the general sense of freedom that prevailed.

“I tried various ideas to get the right look, and ended up making my own beaded curtain, complete with mini vases, to make sure the colour and style is exactly right. This is the RHS Chelsea Flower Show after all, so I’m not taking any chances!”

1980s/ 1990s

Morgan Nuth, who owns Rushes Floral Designs in Hammersmith, and Old Oak Floral Designers in Ealing, is responsible for the design and creation of the 1980s/90s section of the exhibit, which uses music as its inspiration and features brightly coloured roses and carnations as well as spiky, geometric foliage.

Morgan said, “The 80s/90s section is perfect to showcase music and pop culture and the styles and vibrancy that went with that.

“This year more than ever I feel privileged to be taking part. I think that everyone involved will want to be remembered for their work this year, of all years. I can’t wait to see the spectacle and what other exhibits, projects and gardens have been designed to wow the public and the judges. There’s sure to be some real show stoppers.”

Present Day

Steve is also responsible for the final era of the exhibit, from the year 2,000 to present day. He said: “I think that this year’s RHS Chelsea Show is sure to be a true spectacle. Everyone involved will go that extra mile for the centenary year and the show gardens will surely be breath-taking. It will after all be history in the making.”