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Trend Album™: Chelsea Flower Show 2010

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Trend Album™: Chelsea Flower Show 2010

COVER IMAGE: The Victorian Avery Garden
Copyright 2010 Marketing Directions, Inc. • All Rights Reserved
Reproduction or translation of any part of this work, by any means, beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the express written permission of Marketing Directions, Inc. is a direct violation of Federal Law. While every effort has been made to provide accurate information, Marketing Directions, Inc. cannot be held accountable for any error or omission and there is no warranty or representation, express or implied, that the information provided in this publication is definitive. Marketing Directions, Inc. is not responsible for any costs, expenses or damages, actual or consequential, resulting from the use of this information.

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Trend Album™: Chelsea Flower Show 2010

Trend Album™ Chelsea Flower Show 2010

Jane Stockel Editorial Correspondent

Michelle Lamb Editorial Director of The Trend Curve™

Published by: Marketing Directions, Inc. • 14850 Scenic Heights Road, Suite 155 • Eden Prairie, MN 55344 Ph: (952) 893-1245 • Fx: (952) 893•1264 Email: info@trendcurve.com • WWW: http://www.trendcurve.com

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Introduction

Trend Album™: Chelsea Flower Show 2010

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Color

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Blue Purple Pink Orange Yellow Red Green White

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Design Directions
DIRECTIVES Down-to-Earth Formality’s Retreat Bees Texture Countertrends Fashion Inspired FLOWERS AND FOLIAGE Peonies Delphiniums Meconopsis Iris Alliums Lavender Tulips Lilies Roses Foliage and Plants

MATERIALS Metal Stone Ceramic Wood Willow THEMES All-Green Water Gardens Cottage Settings Victorian Meadow Tropical Contemporary Grow-Your-Own Edible Foliage SCULPTURE Humans Birds Animals Sea Creatures Other Icons

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Trend Album™: Chelsea Flower Show 2010

Introduction

T

he mood was definitely more hopeful at the 2010 Chelsea Garden Show than it was just a year ago. This was evident not only in conversations about business that took place in the stands, but also in the colors on display. Directional hues tended to be more toned-down and sophisticated than they have been in the past, indicating a willingness to take risk that was absent in 2009. There was also a sense of self-sufficiency matching the tone of this popular axiom: Keep Calm and Carry On. Vegetable gardens, more important than ever, expanded beyond the basics to include edible flowers, as well as vegetables and fruit. Working with that tone, a trend toward offering a range of sizes—and therefore prices—for garden accents recognized consumers’ need for value, as well as design excellence. This is a trend that will continue long after the Great Recession has ended.

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Color

Garden Rosemore in Spring (photo credit: RHS)

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Trend Album™: Chelsea Flower Show 2010

Blue led the way to trend:
• Turquoise was the show’s big trend color • This was true even though there were no Turquoise flowers • The Victorian Avery Garden structures showed how Turquoise and Aqua could still be integrated into gardens • Delphinium spires and meconopsis suggested a future for cooler Blues • Some Blues had textural personalities, which were directional • Blues looked great with Purples • They also worked with Pinks

Purple astrantia and Blue meconopsis

Turquoise: the show’s big trend color

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Blue (continued)

Trend Album™: Chelsea Flower Show 2010

Even outdoor furniture favored Blues

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Blue (continued)

Trend Album™: Chelsea Flower Show 2010

Texture made Blues more compelling

Pink was accented with Blue

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Trend Album™: Chelsea Flower Show 2010

Purple tones sat almost seamlessly next to Blues:
• Shades of Purple, used alone and together, were key colors in the show • Temperatures included both warm, Red-cast and cooler Blue-cast flowers • Saturation also had a range, from light to dark • While Purple/Blue was a top combination… • …Purple really became a go-to companion for lots of colors • Of note were iris, allium and lavender • Lavender was a core plant at this year’s Chelsea show • Its potential for the regeneration of bees was a driving force in this status
Shades of Purple looked right together

Purple and Lilac: key colors of the show

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Trend Album™: Chelsea Flower Show 2010

Purple (continued)
Purple worked with Blues and other colors

Values ranged from light to dark

Red-cast Purples were as directional as Blue-cast versions
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Trend Album™: Chelsea Flower Show 2010

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