In Pictures: Jo Malone recreates Highlands scenery with Chelsea in Bloom installation
Jo Malone London has recreated scenery from the Scottish Highlands, celebrating the enduring appeal of the landscape in film, for its Chelsea in Bloom installation at its Sloane Street store.
Partnering with Ricky Paul Flowers and using this year's theme, Flowers in Film, Jo Malone has installed a display featuring wild, fresh flowers including thistles, heather, achillea and lavender, blooming among boulders and rocks.
Cut-out panels feature sights synonymous with the area; from misty moors and heather-clad hills to ancient castles and larger-than-life wooden flowers, evoking an immersive filmset-feel. Passers-by are invited to take the opportunity to pose for a photo on the bench in front of the floral creation with an oversized cologne bottle and gift box.
Inside the store the theme is continue as the brand showcases its four new "Brit Collection" limited edition fragrances, which "bottle the essence of this majestic wilderness" and are available in Jo Malone London stores and online at jomalone.co.uk. The collection features fragrances Highland Heather, Wild Achillea, Melancholy Thistle and Mallow on the Moor.
Following the activation, which ends on 28 May, Jo Malone London will be once again partnering with long-standing charity partner, St Mungo's, to donate the flowers from the display to re-purpose them in their new home, The Quiet Garden in Notting Hill (a garden Jo Malone London has supported and cared for since 2017).