Journalism at work on King’s Road, Chelsea in Bloom
By Nadia Koch

That day, I spoke to more strangers than I have done all month
Every May, the streets of Chelsea in London attract top florists and designers who collaborate with local businesses to decorate them with elaborate and artistic floral installations. The event extends beyond simple window displays to include full-scale outdoor sculptures and immersive floral experiences, which draw tens of thousands of visitors annually.
Among which was me. I attended the free Chelsea in Bloom festival with my supervisor Camilla, as part of my internship at Podium.me, a platform that empowers young journalists under 25 to share their voices and stories. With my Nikon camera in hand, I was geared up for journalistic training. Initially, I anticipated covering the event itself, since it was not always the renowned annual floral art show as it is today.
How did it grow to become so popular? Established in 2006, the event was originally created as a fringe celebration. It began as a small community initiative, with only a handful of retailers and restaurants participating. However, as interest in the event grew, so did its scale and ambition. Today, it has evolved into a major cultural highlight of London’s spring calendar. Chelsea in Bloom is Chelsea’s equivalent to what tennis is to Wimbledon.
As I initially thought I would just be reporting on the festival, I was snapping photos of the displays. I captured the mannequins enveloped in varieties of flowers and shoes stuffed with bouquets. However, I was not the only one taking pictures of these exhibitions. I was surrounded by phones and cameras capturing the exact same thing. I wondered, how will my account of the event stand out from everyone else’s? I was about to find out.

It was time to put my journalistic skills to the test. Camilla and I approached a woman sitting on a bench. What prompted our conversation? The fact that she was using an old-fashioned paper map to navigate her way around Chelsea. It turned out she was originally from the UK but moved to Dubai nearly 20 years ago. And in terms of the map: she found that she orientates herself better around London with a physical one. Our conversation drifted to the topic of phone culture in Dubai and the prioritisation of recording a moment rather than authentically experiencing it. As I looked around me, that was also the reality of the London flower show.

However, the flower displays were not the only photographed event of the day. On the doorstep of the Chelsea Old Town Hall, wedding celebrations were taking place. Friends and relatives of the happy couple were circulating around them in glamorous and colourful outfits, almost outshining the flower event itself! No wonder many pedestrians stopped to admire the gathering. On the scene, Camilla and I spoke to an elderly woman who was also watching the ceremony. She said that she had her wedding on that exact staircase a few decades ago when she was a ‘hippy’. I felt like I was looking back in time.

We stopped by a flower sculpture of a punk’s head. I asked Camilla whether she knew anything about the punk movement’s political affiliations. She turned round to a man who was sitting on a bench and asked him if he knew anything about punks. It turned out he grew up on King’s Road and witnessed the era that redefined British culture and told us all about it.
Piggybacking off what the man said, I did some research and discovered that King’s Road became synonymous with the ‘Swinging London’ scene and a hub for fashion, music and youth culture. Fashion especially has always been at the centre of counterculture. In 1955, Mary Quant opened her shop Bazaar at 138a King’s Road and revolutionised post war and post-rationing fashion to cater to the emerging teenage demographic. Kings Road witnessed scenes of cultural rebellion through fashion and music. During the 1970s, iconic bands such as The Beatles and The Rolling Stones rocked the streets and inspired further music and fashion trends. Today, due to the gentrification of Chelsea’s high street, it has become one of London’s most fashionable shopping areas.
The man on the bench began recounting his youthful years on Kings Road. He struggled to remember details, making it clear he had not revisited those memories in a while. Our question reignited his nostalgia for the 1960s. Excitedly, he recollected his days as a mod. Mod, from the word ‘modernist’, was a subculture that began in 1950s London and spread throughout the UK. They were initially a small group of young working-class men, recognised for their tailored clothes and shoes, fondness of modern jazz and motor scooters.
The fomer ‘mod’ recalled buying a pair of Levi’s jeans, putting them on and entering a bath of water to make them shrink!
Fashion was at the core of mod self-identity. The underlying ideology of the mod movement was to create a parody of the consumer society that they lived in.
King’s Road, the man told us, was the epicentre of two cultural explosions: the mod movement of the 1950s and the punk scene of the 1970s. He then pointed at a gentleman down the road and said, “there’s one, a proper punk”. We approached him; he was wearing punk-band merch and a safety pin earring, and to no one’s surprise he said he was indeed a punk. The two groups had one thing in common: the rejection of mainstream values. In this poetic encounter to the backdrop of a huge punk head flower sculpture, I witnessed a mod and a punk standing side by side, reminiscing with nostalgia for a time of shared rebellion, and creativity.

Conducting interviews with the public has been an eye-opening and transformative experience in my development as a journalist. Through these interactions, I gained a deeper understanding of how to approach people respectfully, ask thoughtful and probing questions, and adapt on the spot. These interviews revealed not only diverse and often overlooked perspectives but also unlocked stories that I would have otherwise never thought to investigate and research. From the social media habits in Dubai, to the youth cultures of the 1950s and 70s, I ended up approaching the Chelsea in Bloom event from cultural and historical angles, which would have never occurred to me.

That day, I spoke to more strangers than I have all month. What struck me was people’s willingness and enthusiasm to talk and open up. We approached individuals of all ages, nationalities and walks of life, and thus heard the most unexpected stories. By the end of our tour, Camilla and I walked into a historic church where we began speaking to a group students from the U3A (University of the Third Age), who have returned to academia as seniors. As I was talking about my educational experience, one woman stopped me and asked what university I attend. I said the University of Sussex, and she responded that she went to Sussex back in 1961, when it first opened, and was among the first students to study there! I felt the vastness of time, and yet the minuteness of the world which allowed our encounter.

As an aspiring journalist, I have realised the importance of getting out of my comfort zone and putting myself out there. Only in this way, could Camilla and I have discovered experiences which uncovered King’s Road as a place of historical and personal significances. All this resulted in a report of Chelsea in Bloom from an original and personal viewpoint, which gave light to unexpected and meaningful stories.

Nadia is a summer intern at Podium.me, which will form part of her Masters in Media Practice for Development and Social Change at the University of Sussex