Cool Hunting favorite Lee Broom always puts a tremendous amount of thought into how his unique designs are displayed. Earlier this year, at Milan Design Week, Broom created his own department store. For London Design Festival, he chose to showcase his first collection of vases—called “Podium”—in his flagship store in Shoreditch, which has been converted into a flower shop for the duration of the festival.
The abundance of blooms—4,000 stems in total—enhance and complement his designs, turning the space into a feast for the eyes and nose. “All the flowers are inspired by either the colors of the pieces, the shapes or their materials,” Broom tells us. “The color of the space, which is muted grey, makes the color of the flowers really stand out.”
His team has been doing trips to the New Covent Garden flower market in London for the past four weeks to try out what would work best in the space. The result is an immersive explosion of flowers, blooming behind, around and above his vases and latest 25-piece collection, which is making its London debut.
Broom also teamed up with food writer Pip McCorman, author of “The Herb & Flower Cookbook,” who is creating edible floral dishes in the basement of the shop, making the store gastronomically, as well as visually, exciting. The Flower Shop—like the ephemeral nature of a freshly cut bouquet—is open now through 27 September 2015. The Podium collection of vases can be purchased at the flagship store in Shoreditch or online.
Images by Cajsa Carlson