Grosvenor announces partnership with the V&A museum

In celebration of its sponsorship of the V&A’s highly anticipated exhibition, Frida Kahlo: Making Her Self Up, Grosvenor Britain & Ireland (‘Grosvenor’) will honour Frida Kahlo, one of the most recognised and significant female artists of the 20th century, across its London estate from May onwards

In celebration of its sponsorship of the V&A’s highly anticipated exhibition, Frida Kahlo: Making Her Self Up, Grosvenor Britain & Ireland (‘Grosvenor’) will honour Frida Kahlo, one of the most recognised and significant female artists of the 20^th century, across its London estate from May onwards. The exhibition, which will run from 16 June to 4 November 2018, will be the source of inspiration for a range of exclusive products by Belgravia retailers, and the area’s annual Belgravia in Bloom festival.

Craig McWilliam, Chief Executive, Grosvenor Britain & Ireland said: “We are delighted to partner with the V&A.  With this exhibition, an exceptional individual can help us understand the ways in which culture, identity, art and fashion interact.  We have a vision to see our London estate in Mayfair and Belgravia become more active, more open and more integrated – a more popular place that reflects changing needs.  Our partnership with the V&A underlines our commitment to that vision.”

Now in its third year, Belgravia in Bloom will run from 19 – 26 May – coinciding with the Royal Horticultural Society Chelsea Flower Show.  Belgravia’s own floral festival will run for seven days this year and take its inspiration from the exhibition at the V&A. Over 40 retailers across Elizabeth Street, Motcomb Street and Pimlico Road are expected to create breath-taking and original floral displays and installations. Walking maps will be available from all local retailers with details and locations for easy wayfinding.  Grosvenor will run a competition to award the best floral displays, judged by RHS judges, with the opportunity for the public to vote on social media for their favourite.

The week-long event will also mark the official opening of Frida’s Parlour, an interactive Frida Kahlo inspired installation on Elizabeth Street, featuring an inclusive, social space echoing the iconic Blue House / Casa Azul, Frida’s famed residence in Mexico City. Open from 19 May – 16 June, Frida’s Parlour will host a series of creative workshops – from Frida-inspired floral headdress-making sessions to self-portraiture classes. Its Wallpaper Room, inspired by the green floral backdrop featured in Nickolas Muray’s iconic photograph of Frida Kahlo, will also provide the ultimate photo opportunity. Wallpaper will cover the floor, furniture, ceiling and walls, allowing visitors to take their own Frida-inspired selfie.

During Frida’s Belgravia in Bloom, visitors can also witness a larger-than-life homage to the artist in Eccleston Yards – a new hub for independent and creative businesses in Belgravia - where a vibrant mural will feature a headdress decorated with live Mexican-style exotic flowers.

Throughout the exhibition, many of Belgravia’s retailers will create products and experiences inspired by the iconic artist. Retailers including Beulah, Rococo Chocolates, Carolina Bucci, DONNA IDA, Neill Strain Floral Couture, Howe at 36 Bourne Street and more, will bring Grosvenor’s sponsorship of the exhibition to life throughout their stores and showrooms in Belgravia.

Belgravia is one of London’s most elegant and stylish destinations with grand architecture, timeless buildings, refreshing open spaces, gourmet restaurants and cutting edge luxury fashion. There are over 300 businesses within the area, located around four key shopping destinations: Elizabeth Street, Motcomb Street, Pimlico Road and Eccleston Yards.

For more information on Frida’s Belgravia in Bloom and on the Grosvenor’s sponsorship of Frida Kahlo: Making Her Self Up, please visit: www.fridasbelgravia.com

ENDS

For more information contact:

Lauryn Cooke

Consumer Media Relations Manager, Grosvenor Britain & Ireland

020 7312 6357

lauryn.cooke@grosvenor.com 

Notes to Editors

Grosvenor Britain & Ireland

Grosvenor Britain & Ireland creates and manages high-quality neighbourhoods across the UK and Ireland. The company’s diverse property development, management and investment portfolio includes Grosvenor’s London estate, comprising 300 acres of Mayfair and Belgravia, in which it has a £1bn planned investment programme. Other developments include elsewhere in London and Oxford, Cambridge, Edinburgh and Southampton. As at 31 December 2015, Grosvenor Britain & Ireland had £5.7bn of assets under management.

Grosvenor Britain & Ireland is part of Grosvenor Group, a privately owned property group active in some of the world’s most dynamic cities. www.grosvenor.com   @Grosvenor_GBI

About Frida Kahlo: Making Her Self Up

Frida Kahlo: Making Her Self Up runs from 16 June – 4 November 2018 in Room 38 and 38a, and will be the first exhibition outside of Mexico to display her clothes and intimate possessions, reuniting them with key self-portraits and photographs to offer a fresh perspective on her compelling life story.

Tickets are now available. Admission £16 (concessions available). V&A members go free. Advance booking is advised – this can be done in person at the V&A; online at vam.ac.uk/FridaKahlo; or by calling +44 (0)20 7942 2500 (booking fee applies).