House of Fraser to sponsor 'Fabric' garden at Chelsea Flower Show

House of Fraser is to sponsor, for the first time, a garden within the Fresh category, at this year's Royal Horticultural Society Chelsea Flower Show.

The Fresh category champions innovation and creative use of existing and new materials by stepping outside the perceived traditional Chelsea garden.

The House of Fraser garden, designed by award winning design duo Deakinlock introduces the notion of taking the inside outside. This concept aims to blur the line between house and garden, creating an interior room within an outdoor setting.

Tony Holdway, Brand Director at House of Fraser, said: "We are incredibly excited this year to be part of the RHS Chelsea Flower Show and to be working with the talented design team Deakinlock. As a team we're putting a lot of energy into ensuring the garden has a modern, contemporary feel balanced with our history, and in turn, reflects the House of Fraser brand today.

"The space will invite visitors to re-examine the way in which we perceive daily objects by challenging the boundaries of interior and exterior design. With a nod towards our Scottish heritage, incorporating accents of the iconic House of Fraser signature pink hue, the garden will tell the story of the brand's illustrious evolution".

Influenced by House of Fraser's rich Scottish heritage, the design takes inspiration from the country's renowned tartan fabric and charming rustic landscape whilst reflecting House of Fraser's modern-day vision. The result is a fresh and contemporary interpretation of these traditional elements within a visually stimulating space.

The layout of the garden is based upon crossed lines weaving colour and planting within, paying reference to the tartan structure. Invigorated with an array of Spring Brights, the space will tell a story of freshness and modern romanticism. The Fresh element of the garden is created through the use of new and innovative fabrics that enable House of Fraser and Deakinlock to produce an enhanced interior room outside.

Designer Chris Deakin said: "The design is based on a small courtyard garden, extending the interior décor allowing for a seamless transition between spaces, thus creating a true 'outdoor room'. The use of specialist photorealistic wrapping techniques will enable us to recreate materials previously limited to interior use".

The technique of resin bound photorealistic 'wrapping' enables an inexhaustible range of wall and floor coverings to be reproduced on almost any surface outside. Using this method the designers will create the illusion of a wooden floor and interior quality wallpaper, overcoming the boundaries which constrain a traditional garden space.

Using product traditionally considered for interior use only, the space will be adorned with furniture, reupholstered in contemporary tartan, decorative curios and mood lighting.

Deakinlock and the House of Fraser team are already well underway in creating the garden with the unveiling at the RHS Chelsea Flower Show in May.