Town & Country
Chatsworth, Wedgwood and the RHS
THIS June, for the first time, a riot of colour will adorn the Cavendish family’s Derbyshire estate for the inaugural RHS Chatsworth Flower Show. Set to be bigger than Chelsea, it will include the first ever Wedgwood garden, as the centuries-old fine-bone-china maker has, last week, announced a three-year partnership with the RHS.
As well as being title sponsor for the Chatsworth event (June 7–11), Wedgwood will also have a presence at the Chelsea (May 23–27) and Tatton Park (July 19–23) shows.
The partnership is a fitting one, as it was Josiah Wedgwood’s eldest son, John (1766–1844), who originally planted the seed for the RHS— in 1801, he suggested the idea in a letter to one of George III’S head gardeners.
With this move, Wedgwood hopes to reposition itself as a premium British lifestyle brand, harnessing the unique opportunity to ‘provide interactive experiences to an international audience in an authentic, unexpected way’, explains Ulrik Garde Due, President of the Living portfolio at Fiskars (which acquired Wedg- wood in 2015). ‘It [2017] will be a year of launches for Wedgwood, with the RHS shows providing the perfect environment to showcase our evolution.’
All three RHS shows will feature a tea conservatory pop-up, which will showcase Wedgwood’s new Wonderlust collection, inspired by the global eclecticism of the 18thcentury Grand Tour and the flowers and plants of different continents.
Visit www.rhs.org.uk for further information and to buy tickets.