Installations and designs based on fresh flowers and origami have decorated the interior and windows of the Massimo Dutti store on King’s Road, with the aim of attracting the public that has come to the British capital in recent days.

Massimo Dutti’s history is intimately linked to art. For this reason, once again the firm has surprised with a hybrid installation of floral art in which unprecedented compositions of fresh flowers scattered around the store created a contrast with the origami sculptures that decorated the shop windows.

The interior of the King’s Road store has been converted for seven days into a giant floral display that has filled the premises with aroma and colour and where customers have admired a montage inspired by the traditional markets in the cities of northern Europe.

Over the last two days of the seven that this great floral festival lasted, customers were presented with an exclusive composition of freshly cut flowers for their purchases of the latest Massimo Dutti Spring / Summer collections.