‘Behind every great florist…’

New Covent Garden Flower Market reveals spectacular design by Veevers Carter for RHS Chelsea Flower Show 2016.

Published on
January 13, 2016


New Covent Garden Flower Market is set to make a dramatic debut at the RHS Chelsea Flower Show in May with a groundbreaking exhibit designed by acclaimed florist and event company – and Flower Market customer – Veevers Carter. Entitled ‘Behind every great florist…’, the display explores the intrinsic relationship between London’s famous wholesale Flower Market and the independent florists who flower London.

The Design

A 3m high black wall of black flower buckets overflowing with flowers and foliages from around the world represents the bustling trading environment of the Flower Market. As the uniformity of the rows breaks down toward the centre of the black wall, the buckets and flowers appear to be sucked into a vortex to emerge on the other side spectacularly re-imagined by the florists in a work of modern sculptural art set within a white wall.

The contours of the textural layers of densely packed cut flowers – each tier a different shade – reveal a distinct and universally recognised image, which will remain a closely guarded secret until the RHS Chelsea Flower Show itself.

Recesses at either end of the exhibit draw the eye to secret caves of mosses and ferns and exotic foliages lit by shafts of light from above.

The exhibit will be staged on a prominent island site in the Great Pavilion just off Main Avenue.

The Design Development

The theme of ‘Behind every great florist…’ was devised by New Covent Garden Flower Market to illustrate the role of its specialist traders in supplying flowers, foliages, plants and sundries from across the globe to the very best independent flower sellers in the capital.

The task of interpreting the brief was entrusted to the renowned event florist, Veevers Carter, and sister company Event Concept, whose joint creative team of theatre set designers, landscape architects, florists and production designers brainstormed their way to a landmark Chelsea design of staggering complexity.

“We were absolutely blown away by the Veevers Carter design for the Flower Market’s first foray into the world of Chelsea,” says Helen Evans, Director of Communications at Covent Garden Market Authority.“It is a confident, ambitious, show-stopping concept, which showcases both the creative expertise of the professional, independent florist and the excellence of the wholesalers who supply them.”

“We are extremely honoured to have been chosen to work on this exciting project,” says Ming Veevers Carter, Founder of Veevers Carter. “As a customer of New Covent Garden Flower Market for many years, we understand just how integral the market, and all the traders who work there, is to London’s florists. For the market’s inaugural exhibit, we have taken inspiration from this to create a truly show-stopping stand design and floral display that we hope will live long in everyone’s memory.”


About New Covent Garden Flower Market

New Covent Garden Flower Market is the UK’s largest Flower Market and supplies 75% of London’s florists. Its customers range from small high-street shops, florist studios and flower stalls to high-end corporate, hotel and event florists decorating the most prestigious venues in London.

For decades, the Flower Market’s expert wholesalers have been quietly supplying the
cut flowers, foliage, plants and floral sundries for award-winning show gardens and exhibits just one mile away across the River Thames.

2016 is set to be a momentous year for New Covent Garden Flower Market. Work has already started on a redevelopment programme of the site and less than a year the Flower Market will relocate to a purpose-built interim building.

Media Contacts 

For further information on the exhibit or images of New Covent Garden Flower Market, please contact:

Liz Anderson
Tel: 01952 501594   Mobile: 07976 061092 Email:

Related Stories