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Chelsea Flower Show 2025: Take a peek behind-the-scenes of the Country Life stand
Country Life magazine made a significant return to the RHS Chelsea Flower Show 2025, showcasing an 'Outdoor Drawing Room' inspired by an Italian loggia. The design of this tradestand was a collaborative effort led by interior designer Isabella Worsley and landscape designer Hugo Elwes. Their work received substantial support from various partners, including Artorius Faber, Munder Skiles, and Rose of Jericho, all contributing to the stand's aesthetic and structural elements.
The development of the 'Outdoor Drawing Room' involved an extensive design and preparation phase that spanned several months. A behind-the-scenes video was produced to document this intricate process, offering a detailed look at how the vision for the stand was meticulously brought to life, from initial concepts to the final setup. This video highlights the creative decisions and practical steps undertaken by Worsley and Elwes, alongside their team and partners.
During its exhibition at the Chelsea Flower Show, the Country Life stand served as a central point for interaction, attracting numerous readers and new audiences. Visitors engaged with the Country Life team, sharing their appreciation for various aspects of the magazine and discussing how they interact with its content. This direct engagement provided valuable feedback and fostered a sense of community around the publication.
The 'Outdoor Drawing Room' was characterized by its elegant furnishings, which included chairs from Munder Skiles, an octagonal table from Chelsea Textiles, and an antique credenza sourced from Brownrigg. These pieces collectively created an inviting and sophisticated outdoor space, embodying the magazine's ethos of celebrating British rural life and its associated pleasures. The stand aimed to translate the magazine's content and aesthetic into a tangible, immersive experience for show attendees.
The dismantling of the stand on the final Saturday evening of the show evoked a sense of emotion among the team, reflecting the effort and passion invested in its creation. However, Country Life expressed optimism about returning to the Royal Chelsea Hospital grounds for the next year's event, encouraging readers to anticipate future participation. To commemorate its return to the Chelsea Flower Show, Country Life offered a special promotion of up to 40% off subscriptions to its magazine, available until June 30, 2025. This offer was presented as the magazine's most generous to date, inviting more individuals to engage with its content.
Key themes that emerged from the design and exhibition included the fusion of interior design with landscape architecture to create a harmonious outdoor living space, the importance of collaborative partnerships in achieving a complex design vision, and the successful engagement with both long-standing and new readers. The stand’s appearance underlined Country Life’s commitment to its readership and its role as an authority on British rural life and garden design, offering a memorable experience for those who visited the Chelsea Flower Show.
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