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In Pictures: Diptyque brings Parisian garden to the streets of Chelsea

Chloe Burney
24 May 2023

Chelsea in Bloom has descended on luxury perfumer Diptyque's Sloane Street flagship store with floral displays that reference the brand's Parisian heritage.

The show, which is London’s largest flower festival, sees immersive floral art installations transform the neighbourhood of Chelsea. Each year, the Royal Horticultural Society picks a theme, this one being "Flowers on Film". Diptyque’s maison opted to channel the Parisian Garden from the film Amélie.

Until 28 May, Diptyque is displaying floral arrangements that reference France's capital city, Paris, from the Windmills Café to St Martin's Canal. The store nods to a classic French brasserie with an array of flowers adorning the shop front.

Visitors to the store can explore exclusive experiences occurring during the week-long activation. Shoppers can immerse themselves further into the film's plot with the on-site photo booth.

Amanda Morgan, Managing Director of the UK at Diptyque, commented: "We are very excited to participate in Chelsea in Bloom for the second year. Last year we opened a pop-up to introduce ourselves to the local neighbourhood, which received a tremendous reception from the local community and visitors. This year, we are even more thrilled as it’s the first time using our permanent flagship boutique to fully showcase our quintessential Parisian personality through our iconic floral scents and inspirations."

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