Gucci to create its own garden for Chelsea Flower Show
The Italian label enters the world of English gardening
This year, the luxury Italian label will take part in the Fresh Garden area of the prestigious Chelsea Flower Show — a substantial and colourful fair that takes place each year on the grounds of the Royal Hospital in London.
Sarah Eberle, a landscape and garden designer, will create a 'horticultural realisation' of the brand's classic pattern for the Gucci Flora Garden. The brand's creative director Frida Giannini called the Chelsea project "truly magical," and said she is looking forward to seeing the traditional Flora design transformed into a real garden.
"Flora was the very first iconic design motif from Gucci's storied past that I decided to revive and reinterpret, and since then I have used it on bags, dresses, scarves and as the inspiration for a series of fragrances," Giannini said.
Coinciding with the dates of the flower show — May 20 to 24 — Gucci will introduce two exclusive Lady Lock handbags,that will be available in two sizes in the Flora canvas, and sold exclusively at Gucci's Sloane Street store from May. Gucci will also invite its customers to experience firsthand the brand's silk artisans working in the Sloane Street store.