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Norwich Blooms
As city centres across the UK reopened following the Covid-19 lockdowns, the BID worked with local businesses to create a welcoming experience for returning visitors.
Inspired by a Norwich festival that began in the 17th century, businesses decorated their doors with floral displays in April 2021, and the BID installed a wisteria canopy above London Street.
This floral extravaganza paid homage to the Florists’ Feast, a 390-year-old local tradition where people traveled to Norwich from across the country to see the latest breeds of flowers and explore new gardening techniques.
Debuting for the first May Bank Holiday in 2021—the first long weekend after leaving lockdown—Spring Garlands was designed to create a celebratory atmosphere in the city centre and drive footfall. Despite inclement and unseasonable weather, the first weekend was a huge success! More than 30 businesses from various sectors participated, decorating their windows, doors, and interiors with stunning installations.
From coffee shops to bookshops to department stores, Norwich businesses showcased their creativity, demonstrating their merchandising skills and crafty talents. From book-page blossoms to fresh-cut flowers to artificial blooms, #NorwichBlooms swept the city and social media. With more than 100 posts using the hashtag in the first three days of launch, along with coverage in local media, Spring Garlands generated a vibrant buzz for the city centre.