Press photography at RHS Chelsea Flower Show


Photographing the RHS Chelsea Flower Show is about far more than documenting beautiful gardens.


For this 2023 photography campaign, the brief was to capture the people, atmosphere and personality of the show through natural, candid images of genuine visitors enjoying their day.


The RHS wanted photographs that felt lively, inclusive and unmistakably Chelsea. Rather than using models or directing carefully staged scenes, I worked within the crowds to find real interactions, expressive reactions and visitors whose personality or clothing helped bring the event to life.


The resulting collection of approximately 100 to 150 photographs was created for use across RHS marketing, editorial content, social media, its website, posters, flyers, The Garden magazine and potentially larger out-of-home campaigns.


The photography brief


The objective was to create an extensive library of natural visitor photography that showed what attending the RHS Chelsea Flower Show actually feels like.


That meant looking beyond the show gardens and floral displays to capture:


  • Friends enjoying the event together
  • Visitors discovering gardens and installations
  • Natural laughter and conversation
  • People enjoying food, drinks and entertainment
  • Groups wearing colourful or distinctive outfits
  • Genuine reactions to the show
  • Wide photographs showing the scale and atmosphere of the event
  • Close-up moments with warmth and personality


The images needed to work across several different formats. Some photographs would appear alongside editorial content, while others needed enough visual impact for social media, websites, printed marketing and larger campaign materials.


This affects how I photograph an event. Alongside tighter observational images, I deliberately capture wider compositions, different orientations and photographs with usable space for headlines or graphic design.

 

People in pink and white enjoying a festive outdoor moment at the RHS Chelsea Flower Show in London, captured for press photography
People walking along a garden path at RHS Chelsea Flower Show in London on a sunny day.
Students gathered outdoors learning how to collect and preserve flowers at the RHS Chelsea Flower Show in London
Press photography of two people enjoying drinks and laughing together outdoors at RHS Chelsea Flower Show in London

 

Photographing real visitors rather than models


Everyone featured in this shoot was a genuine visitor attending the RHS Chelsea Flower Show.


That was fundamental to the brief. The RHS wanted the campaign to represent the real experience of attending Chelsea rather than a polished version created using models.


Photographing members of the public requires a very different approach from a directed lifestyle shoot. I cannot ask someone to repeat a laugh, recreate a reaction or return to the exact position where the light looked best.


Instead, I have to watch what is happening, anticipate interactions and react quickly when all the elements come together.


The strongest photographs often only exist for a fraction of a second. A glance between friends, a burst of laughter or someone reacting to a display can disappear as quickly as it arrives.


How we captured genuinely candid photographs


I worked alongside a small team of three or four people from the RHS marketing team.


My role was to move through the event looking for visually interesting people, strong backgrounds, good light and natural moments. When I found something worth photographing, I captured it candidly before the subjects became aware of the camera.


A member of the marketing team would then approach them, explain that photographs had been taken for the RHS and ask them to complete a model release.


This order was important.


Approaching people before taking the photograph would immediately change their behaviour. Most people become conscious of the camera, adjust their posture or start performing once they know they are being photographed.


Capturing the moment first allowed us to preserve the natural expression and interaction. The release process then ensured that the RHS had the appropriate permission to use the images across its agreed marketing and editorial channels.


Anyone who did not want to participate could decline, and their photographs were deleted.

 

Press photography of a brass band playing on stage at the RHS Chelsea Flower Show in London.
People gather outdoors at a social event on a sunny day at the RHS Chelsea Flower Show.
Pink champagne is being poured for guests at the RHS Chelsea Flower Show in London.

 

Finding the right people and moments


Chelsea is visually distinctive. Visitors often make a real effort with their attire, with bright colours, floral patterns, statement hats, and carefully coordinated outfits appearing throughout the showground.


We actively looked for people whose clothing, personality or interactions reflected the energy of the event.


However, dressing well was only part of it. A colourful outfit does not automatically create a strong photograph.


I was also looking for:


  • Genuine chemistry between people
  • Expressive body language
  • Natural movement
  • An uncluttered or recognisable background
  • Interesting light
  • A clear sense of place
  • Moments that communicated enjoyment without explanation


The goal was not simply to photograph attractive or well-dressed visitors. Each image needed to contribute something to the wider visual story of the show.

 

A group of people wearing colorful floral outfits and sunglasses gather in London at the RHS Chelsea Flower Show.
Group of people wearing colorful sun hats laugh and smile together during the Chelsea Flower Show.
People walking past purple RHS banners and signage at the Chelsea Flower Show entrance.
A Chelsea pensioner talking to visitors of the RHS Chelsea Flower Show in London.

 

Working quickly in a busy public event


RHS Chelsea Flower Show is an extremely busy environment. Crowds move constantly, backgrounds change within seconds, and there is very little control over what happens in front of the camera.


One of the biggest challenges is simplifying that visual chaos.


A strong event photograph should look effortless, even when it was captured in a crowded location. I am constantly adjusting my position to avoid distracting signs, people crossing the frame or objects appearing awkwardly behind someone’s head.


Sometimes moving only a few steps changes the entire composition.


I also have to work discreetly. The aim is to remain close enough to capture expressions and interactions without disrupting the experience or making visitors feel watched.


This combination of observation, anticipation and fast decision-making is a major part of professional candid event photography.


Creating photographs for several different uses


Although the work had a strong press and editorial focus, the photographs were also intended to provide long-term value across RHS communications.


A single successful image might be used in:


  • Editorial articles
  • The Garden magazine
  • The RHS website
  • Organic and paid social media
  • Email marketing
  • Posters and flyers
  • Press materials
  • Event promotion
  • Outdoor advertising
  • Future campaigns promoting the show


Each use has different practical requirements.


A magazine may need a strong vertical image. A website banner may require a wide photograph. A poster designer may need negative space around the subject, while social media teams often need images that work within square or vertical crops.


I therefore photograph with the wider campaign in mind rather than concentrating solely on individual hero images.


The finished gallery included a broad mixture of horizontal and vertical photographs, wide scenes, medium compositions and tighter moments. This gave the marketing and editorial teams far more flexibility when using the collection.

 

Crowd of visitors gathered at the Chelsea Flower Show with RHS banners and white tents visible in the background.
A volunteer in a purple shirt helps visitors at the RHS Chelsea Flower Show in London.
Two women are admiring the tulip display at the Chelsea Flower Show.
Two people in coordinating floral and blue outfits smile while attending the RHS Chelsea Flower Show.

 

Why candid event photography works so well


People respond to photographs that feel believable.


Highly staged advertising imagery can still have an important role, but it rarely communicates the spontaneous atmosphere of a live event as convincingly as genuine visitor photography.


For an event such as the RHS Chelsea Flower Show, the people are a major part of the story. Their reactions help prospective visitors understand the scale, energy and enjoyment of the experience.


Good candid photography does not mean pointing a camera into a crowd and hoping something happens. It requires patience, awareness and a clear understanding of what the client needs the photographs to communicate.


The aim is to create images that feel completely natural while still being carefully composed, technically consistent and suitable for professional marketing.

 

A large outdoor crowd dancing and singing along to live music performed at the RHS Chelsea Flower Show.
A crowd of people wearing colourful clothing and sunglasses gather together at the RHS Chelsea Flower Show.
A person wearing a bright pink jacket and leopard print bag stands outside while others gather in the background.
A musician performs on stage with a guitar beneath pink neon signage and lush greenery backdrop.

 

Press and event photography in London


This shoot combined several areas of my photography experience: event coverage, editorial storytelling, lifestyle photography and the creation of commercial image libraries.


I regularly photograph conferences, corporate events, launches, awards ceremonies and public events across London, Hertfordshire and throughout the UK.


My approach is unobtrusive and observational, with a focus on genuine interactions, expressive moments and photographs that remain useful long after the event has finished.


For larger events and campaigns, I also work closely with marketing and communications teams to plan shot lists, image usage, consent requirements, turnaround times and the range of photographs needed across different channels.


For an example of a very different RHS assignment, see my RHS Britain in Bloom Awards photography case study, where I photographed a formal indoor ceremony, official award presentations and same-day press images at The Grand Brighton.

 

Person wearing a Union Jack blazer and straw hat checks their phone while holding a purple bag at the Chelsea Flower Show.
Woman in blue and white floral dress relaxes on grass during outdoor gathering wearing sunglasses.
Press photography of a woman in a blue-and-white floral dress and sunglasses, relaxing on the grass during an outdoor gathering.
A person wearing a light blue blazer, a Union Jack vest, and a straw hat wandering around the RHS Chelsea Flower Show.

Frequently asked questions

What is candid event photography?

Candid event photography captures people interacting naturally rather than asking them to pose for every photograph. The photographer observes the event, anticipates important moments and works discreetly to document genuine expressions, conversations and reactions.

Do people need to sign model releases at public events?

This depends on how the photographs will be used and the circumstances in which they were captured. For this RHS campaign, visitors featured prominently in the photographs were approached by the marketing team and asked to sign a model release covering the intended marketing and editorial uses.

How do you photograph people naturally without interrupting them?

I usually capture the moment before approaching the subject. This prevents people from becoming self-conscious or changing their behaviour because they know a camera is present. Where consent or a model release is required, that conversation takes place immediately afterwards.

Can candid event photographs be used for marketing?

Yes, provided the organisation has the necessary permissions and appropriate usage rights. Well-planned candid photography can be used across websites, social media, editorial features, printed materials, advertising and future event campaigns.

How many photographs does an event campaign require?

That depends on the event, duration, brief and number of intended uses. This RHS Chelsea Flower Show shoot produced approximately 100 to 150 finished photographs, providing the client with a varied library rather than a small selection of similar images.

Do you provide both horizontal and vertical photographs?

Yes. I photograph in a range of orientations and compositions so that marketing teams have suitable options for websites, social media, magazines, posters, presentations and other campaign formats.

Planning event or campaign photography?


I provide candid event, conference, corporate and press photography across London, Hertfordshire and the rest of the UK.


Whether you need coverage of a single event or a wider collection of images for editorial, marketing and social media, I can work with your team to build a clear brief and create a versatile library of natural, professionally finished photography.


Get in touch to discuss your event or upcoming campaign.

About the photographer


Lee Charlton is a multi-award-winning commercial photographer with more than 15 years of professional experience.


He photographs events, conferences, corporate campaigns, headshots, travel and tourism content across Hertfordshire, London, the UK and internationally. His work has appeared in The Garden magazine and has been used across websites, social media, editorial features, printed marketing and large-scale campaigns.