This week, our Kings Road store has had a floral makeover courtesy of Wild Wood London to celebrate Chelsea In Bloom. Inspired by the Under the Sea theme, Charlotte founder of Wild Wood London, created two hanging installations using dried and dyed flowers complete with vintage fishing net and rope.
We spoke to Charlotte to hear more about the inspiration behind the window displays. Keep scrolling to find out more.
How did you get into floristry?
I studied womenswear design at university and worked as a fashion designer for five years at Burberry and AllSaints. I used to adore visiting Colombia road flower market each Sunday and experimenting with flowers. I loved working in fashion but always knew that I would like to work for myself at some stage as I come from a family of entrepreneurs. I left fashion and enrolled on a course to receive an accredited qualification and then continued my studies at McQueen’s Flower School. I continued learning at McQueen’s within the events area of the business. After six months I then decided to set up my business and Wild Wood was always my nickname as a young girl and I also loved the Paul Weller song ‘Wild Wood’. The business started gradually and our event briefs started to get larger and larger, now we often work on multiple installations each week. I really enjoy the variety of my job and the ability to work with different creatives.
Can you tell us a little bit more about Wild Wood London?
Wild Wood London is a bespoke floral design studio specialising in flowers for events, installations, weddings and workshops. I love meeting new people and brands and really understanding the mood or feeling they would like to evoke with flowers.
What was the inspiration behind the window display?
I really wanted to make a foam free hanging installation, using both dried and dyed flowers whilst playing around with bright and muted colours and scale. I was heavily influenced by the beautiful colours in the homeware collections and wanted to infuse them into the installation.
What for you has been the most exciting thing you've done with flowers?
Suspended floral ceiling and chandeliers are always real showstoppers.
Where do you look to for inspiration?
Art, nature, fashion, cinema and travelling. I aim to visit at least four new countries a year and find these trips hugely inspiring. So far this year I have traveled to Marrakech, Hanoi and Lisbon.
Visit the store: 140-144 King's Rd, Chelsea, London SW3 4UU