From 18 to 24 May, for the third consecutive year, American Vintage is proud to participate in Chelsea in Bloom — an event organised by the famous London neighbourhood, to rediscover the city’s blossoming hotspots ...
Photos: American Vintage
Floral art takes over Chelsea’s streets
Every year, the London neighbourhood of Chelsea organises a floral art festival in partnership with the Royal Horticultural Society (RHS). A colourful event during which about 130 shops, restaurants and hotels decorate their façades especially for the occasion. Always ready to join the party, the local American Vintage store got in on the act — for the third year in a row.
This year’s theme? “Out of this World!”
This year, the theme lent itself to a thousand interpretations. Notably, it encouraged locals to transform the neighbourhood into an intergalactic universe. The keywords? Astrology, space and spiritualism. Endless ways to dream up unique and original compositions, with awards for the best creations. The AMV teams set up a panoply of colourful roses and adorned the window with different drawings: a rose in a bell jar, a propeller plane and a little planet.
In-store event
American Vintage decided to go beyond its magical storefront and extend the experience by giving away roses on 23 and 24 May — to the delight of passers-by and curious shoppers alike.
American Vintage Chelsea • 105 King’s Road, Chelsea, SW3 4PA London, United Kingdom
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.