Photo credit: Breakthrough Media for L.E.A.F and Meatpacking District
Over a million flowers will blossom across Manhattan this weekend as part of the city’s first-ever festival of flowers. Hosted by L.E.A.F in collaboration with the Meatpacking Business Improvement District and TF Cornerstone, the annual festival kicks off on Saturday, June 12, and features a European-style flower market and a series of design installations from 100 different florists that will be displayed across the neighborhood.
Illustration of 2021 L.E.A.F map courtesy of Kate Hazell
The festival has been in the works for five years. The inaugural event was expected to launch last June but was postponed due to the coronavirus pandemic, as the New York Times reported.
After a rough financial year for many, the festival will be free for both florists to sell at the market and for the public to enjoy. Next year, there could be ticketed lectures and classes. The market will take up the public square at Gansevoort Plaza and feature 20 of “New York’s finest florists,” according to a press release.
“In a city with an abundance of great florist talent and floral designers, I am so pleased to present L.E.A.F, our first annual Festival of Flowers,” Moira Breslin, founder of L.E.A.F, said.
“It’s been through the support of our incredible community and partners – especially the Meatpacking District, TF Cornerstone and all the florists – that we’ve been able to make this a reality. We are delighted to provide a platform for a new generation of florists to showcase their talents, transforming the Meatpacking District into a riot of color – a gift for all New Yorkers throughout the weekend of L.E.A.F.”
In addition to the flower market, the festival will showcase installations from 100 florists at public spaces and retail stores across the Meatpacking District including, as written in a press release, the following:
- Double Rainbow by Aerie : (Southwest side of Gansevoort Plaza) Large scale rainbow floral installation celebrating Pride Month, designed by East Olivia.
- Arhaus: (410 West 13th Street) Storefront floral installations designed by fleursBELLA.
- Chelsea Market: (15th Street, between Ninth & Tenth Avenues) Installations at the entrance and inside the market designed by Damselfly and East Olivia.
- Dante NYC: (551 Hudson Street) Dante will host a floral pop-up with Perrier-Jouët Champagne, designed by Popup Florist.
- Diane Von Furstenberg (874 Washington Street) An in-store floral installation designed by Popup Florist.
- FlowerSchool New York: (10 Little West 12th Street) FlowerSchool New York will be offering a series of 30-minute workshops from 10 a.m. to 4 p.m. on Saturday and 10 a.m. to 2 p.m. on Sunday ($35 per person). On Sunday, following the last class, Master Designer Oscar Mora will be giving an Installation Demo and everyone who registers will also receive a complementary Oscar Mora signature flower puzzle. Register here.
- Gansevoort Meatpacking NYC: (18 Ninth Avenue) Gansevoort Meatpacking will host a floral pop-up with G.H. Mumm Champagne, designed by The Unlikely Florist in celebration of National Rosé Day to benefit ROAR (Restaurants Organizing Advocating Rebuilding) and its advocacy efforts to increase worker equity and to create a sustainable operating formula for restaurants to thrive in New York City.
- Hermès: (46 Gansevoort Street) The leading French luxury retailer will feature a floral Hermès bike and cart at the store, designed by Renny and Reed.
- Lewis Miller Design: (Ninth Avenue Plaza North) Lewis Miller will be doing a series of Flower Flash installations around the Meatpacking District, in collaboration with West Coast street artist Scott Froschauer.
- Marni: (1 Gansevoort Street) In-store experience with International Florist.
- Meatpacking District Installation: (South Side of 14th Street at Ninth Ave and Hudson) Designed by Theresa Rivera Design, a “Rainbow Colonnade,” custom made with Corten steel and wood seating, will be adorned with bursts of anthurium, amaranthus, and eremurus, and clusters of color from delphinium and roses, lilies, orchids, and ginger. It will have vines and willow throughout, as well as landscaped elements, including Japanese maple, columnar ilex, and coleus.
- Neighborhood Goods: (75 Ninth Avenue) Storefront installation designed by East Olivia.
- Theory: (40 Gansevoort Street) View the in-store botanical sculpture designed by Popup Florist and receive a complimentary tropical bouquet with your $300 purchase.
- The Standard: (848 Washington Street) The Standard, High Line will feature signature L.E.A.F-inspired cocktails on the menu for the weekend.
- Three Owls Market: (800 Washington Street) In-store floral installation, designed by Flower Witch.
- TF Cornerstone Floral Cart: (Middle Gansevoort Plaza) Floral cart designed by East Olivia and inspired by our vibrant NYC communities, culminating into a picture-worthy moment in the plaza. Free plant-a-pizza seed papers and tote bags will be handed out for marketgoers to enjoy.
- Stella Artois: (Southeast Side of Gansevoort Plaza) Signature Stella Artois airstream adorned with florals, in celebration of Stella’s “Your Table Is Ready” campaign, designed by East Olivia. Stella’s “Your Table Is Ready” summer campaign will inspire you and your friends to eat your hearts out at your favorite restaurants again with a film featuring Padma Lakshmi, a celebratory #FirstStellaBack, a fresh approach to hosting dinner parties with OpenTable, a new 14oz. “Open For Good” aluminum bottle supporting the James Beard Foundation available exclusively in restaurants and bars.
- Warby Parker: (819 Washington Street) In-store floral installation and bouquet give away with sunglass purchase, designed by Oat Cinnamon.
- Whitney Museum of American Art: (99 Gansevoort Street) Artful floral installation designed by FDK Florals.
- Floral Installations: 25 floral plinth installations will adorn the streets of the Meatpacking District.
“We’re thrilled to be teaming up with L.E.A.F to bring the flower show to life in the Meatpacking District,” Jeffrey LeFrancois, executive director of Meatpacking Business Improvement District, said.
“After an unprecedented year, it will be a breathtaking sight to see the neighborhood blossom, thanks to L.E.A.F’s stunning floral installations adorning our plazas and streets. This June, we’ll be busting out all over and I can’t think of a better way to welcome people back and attract new visitors to the District.”
L.E.A.F will take place on Saturday, June 12 from 11 a.m. to 7 p.m., and Sunday, June 13, from 11 a.m. to 6 p.m.
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Tags : flowers, L.E.A.F, TF Cornerstone
Neighborhoods : Meatpacking District