J.Crew Chelsea In Bloom

Lead end to end development and execution of J.Crew's first time participation in the 2019 Chelsea in Bloom in the UK. This very British moment put the brand into a key cultural event and within a local context. During Chelsea in Bloom, customers were surprised with floral posies which matched the installation.

The theme for the 2019 Chelsea in Bloom exhibition was Under the Sea, conjuring a theatrical underwater spectacle on the streets of Chelsea. J.Crew drew inspiration from vibrant coral reefs and the plant life living underwater.

J.Crew's Chelsea in Bloom Instagram post garnered the most Instagram likes and engagement at the time since the start of the channel.