Why We Do Chelsea: Gold Medals, Challenges, and Purpose
- Joe Perkins
- May 20
- 5 min read
Yesterday was Medals Day at Chelsea Flower Show, and with medals very much front of mind it felt like the right moment to share why, for me, Chelsea has always been about so much more than the awards. This year I've been part of the show in a different role, judging, as the final stage of my training, with my wife and business partner Natalia joining me earlier this week for the show. A different perspective, but the magic of the show ground never changes.
I’ve been involved with the Chelsea Flower Show in some way or another for nearly 20 years, initially building and project-managing gardens for other designers. Since setting up my own studio in 2018, I’ve had the opportunity to design three gardens at Chelsea, earning three Gold Medals, as well as awards for Best Construction and Best in Category, and more recently training to be a judge. This year was my last year of training and I got a vote! It’s been incredibly exciting but scary in equal measure because I know what it means to design and build a garden at Chelsea.
For me, designing a garden for Chelsea is about so much more than the competition. It’s intense, rewarding, collaborative, and, most importantly, an opportunity to create something that has real purpose. Chelsea is unlike any other show, fast-paced, high-pressure, and globally visible. The scale, scrutiny, and attention push me and my team to deliver our very best. But it’s not just about awards; it’s about the challenge, the collaboration, and the chance to innovate in design, craftsmanship, and planting.
Last year, that purpose came into sharp focus when we teamed up with The King’s Trust for our Seeding Success garden. Knowing that the garden would continue to inspire young people and support educational programmes made every long hour and logistical headache worthwhile. When you’re creating a show garden for an important cause, the garden can't just beautiful it has to work on so many more levels because it has a life and a legacy beyond the showground.
The Challenge of Chelsea
Chelsea is notoriously demanding. Depending on when you secure funding and submit your application, you may have a couple of years to prepare, or, as is often the case, less than a year to design, source materials, and build the entire garden.
Last year, we had one of the largest plots on the show ground, and just 19 days to build it. Think of it as the busiest building site in London: tight spaces, access issues, countless other contractors, and the pressure of delivering a fully finished garden that will be judged to the highest standards.
The garden requires hundreds of man hours. For Seeding Success, it was well over 300 hours from initial design through construction and show week, and that’s just my team's time, that doesn't include the highly skilled craftspeople, landscape contractors or the planting team! Every step demands precision, creativity, and teamwork. You’re constantly thinking ahead: planning for anything that goes wrong, solving problems as they appear, and ensuring that every detail meets the high standards Chelsea demands.
Collaboration and Creativity
One of the most rewarding aspects of Chelsea is the chance to work with collaborators, artists, and partners we wouldn’t normally get to work with. For our 2025 garden, that included The King’s Trust, Project Giving Back, and other supporters, artists and craftsmen who share our vision for creating something meaningful.
We brought three King’s Trust young people, Alfie, Corinne, and Sam, on the journey with us from start to finish. They worked alongside our collaborators and the build team, helping to bring the garden to life. Watching them gain skills, confidence, and pride in their work was incredibly rewarding. Their enthusiasm and growth added an energy and perspective that enriched the whole project, and, frankly, we learned a lot from them, too.
Working with these partners and young people added an incredible dimension to the process. You hear their stories, share their passion, and work together to achieve a common goal, promoting a worthwhile cause while building a beautiful, functional garden. Chelsea pushes you to think outside the box, to innovate under pressure, and to deliver something extraordinary in a very short timeframe. The experience teaches a huge range of skills: leadership, problem-solving, adaptability, and above all, how to rely on your team when the pressure is at its highest.
The Rewards
For us, the payoff isn’t just the Gold Medal, although we’ve been fortunate enough to achieve Gold each time we’ve entered. It’s seeing the garden come to life, seeing people interact with it, and knowing that it has a wider purpose.
With Seeding Success, that purpose extended far beyond the show ground. Knowing that the garden would be relocated to Uxbridge College to support young people, providing a space for learning, confidence-building, and creativity, added an incredible dimension to the project. Chelsea gave us the platform to create something lasting, meaningful, and impactful.
Why We Keep Coming Back
Chelsea is hard work. It’s exhausting, logistically complex, and a huge challenge. I’ve learned that the experience is about far more than the medals or the pressure.
There’s a real sense of camaraderie on the showground. You work alongside people you wouldn’t ordinarily meet in the industry, and you make friends for life. Despite it being a competition, everyone helps each other, swapping plants, sharing advice, supporting each other when deadlines loom. That generosity and community spirit is one of the things that keeps us coming back.
Chelsea pushes you creatively, technically, and as a team. It’s a place where challenges, collaboration, and passion come together, and the sense of achievement when everything comes together is unbeatable. That’s why, for me, Chelsea remains so compelling.
In this article: Why Chelsea Flower Show is about far more than medals, and what nearly 20 years of experience has taught us about designing with purpose.
Answer in 1 sentence: Chelsea is one of the most demanding platforms in garden design, but its real value lies in the collaboration, craft, and lasting purpose it makes possible.
You'll learn:
What it really takes to design and build a garden at Chelsea
Why purpose and legacy matter as much as the finished design
How collaboration with young people and partners shaped Seeding Success
Why the camaraderie on the showground is as valuable as the competition itself
Key concepts: Chelsea Flower Show, show garden design, RHS Chelsea, garden design process, collaboration, planting design, Purpose-led design, Kings Trust
Who it's for: Garden lovers, design professionals, and anyone curious about what goes on behind the scenes at the world's most famous flower show — and why designers keep coming back. your headline here
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