Sector: Floristry
Products Used: British Grown Dried Flowers
Project: Midsommar Window Installation
Website: www.thetoastedflorist.com
Instagram: @thetoastedflorist
About The Toasted Florist
Based in St Albans, Hertfordshire, The Toasted Florist is a luxury floral design studio specialising in contemporary dried flower arrangements, weddings, event floristry and large-scale botanical installations.
Founded by florist and Creative Director Jack Rodaway, the business combines modern floral artistry with a passion for sustainability. After graduating from the prestigious Judith Blacklock School of Flowers in London in 2021, Jack gained experience working with leading florists across London and Hertfordshire before launching The Toasted Florist.
Today, The Toasted Florist creates everything from bespoke bouquets and table styling to immersive installations, always celebrating the natural beauty, texture and longevity of dried flowers.
The Project: Midsommar at A Fold Of Chairs
Each year, The Toasted Florist collaborates with A Fold Of Chairs, a specialist in beautifully restored mid-century furniture, to create a striking dried flower installation for its annual Midsommar celebration.
Inspired by the Swedish festival that marks the summer solstice, Midsommar celebrates light, nature and community. Drawing influence from Scandinavian design, the event embraces organic forms, natural textures and a warm seasonal colour palette.
The annual window installation transforms the storefront, creating a welcoming display that captures the essence of summer while complementing the carefully curated mid-century furniture inside. Over the years, the installation has become one of the defining features of the event, attracting visitors and helping celebrate the thriving creative community in St Albans.
Designing the Installation
Every installation begins with collaboration.
Jack works closely with the team at A Fold Of Chairs to develop a concept that reflects the year's vision, considering colour, texture, scale, lighting and the practical mechanics needed to create a long-lasting display.
Using dried flowers allows the installation to remain on display throughout the summer, evolving naturally while maintaining its beauty long after fresh flowers would have faded.
For the 2026 Midsommar installation, Jack selected a vibrant palette of British grown dried flowers from LSF Wholesale, including:
- Yellow Craspedia
- Yellow Helichrysum
- Yellow Achillea 'Parker'
The previous year's installation featured:
- Pink Statice Suworowii
- Dark Purple Delphinium
- Light Pink Helichrysum
The result is a contemporary floral display that celebrates craftsmanship, sustainability and the beauty of dried flowers.
Why British Grown Dried Flowers?
For Jack, dried flowers are more than just an aesthetic choice.
Their sculptural forms, natural textures and muted tones inspire every design, while their longevity makes them the ideal medium for commercial displays and seasonal installations.
Using British grown dried flowers also supports local agriculture, reduces transport miles and allows The Toasted Florist to create sustainable floral installations that can be enjoyed for months rather than days.
Why LSF Wholesale?
"The Toasted Florist is proud to have LSF Wholesale as our main dried flower supplier. Supporting fourth-generation British farmers who take pride in growing beautiful flowers that are professionally dried and sustainably packaged is incredibly important to us. Alongside excellent communication and fast delivery, LSF Wholesale continues to be a trusted partner for our business."
Jack Rodaway
Founder, The Toasted Florist
Client Testimonial
"The flower window is an integral part of our annual Midsommar celebration. It completely transforms the front of the shop, bringing softness and light to the space. Throughout the summer, people regularly stop to admire the display and ask about the flowers.
We love that Jack works almost exclusively with dried flowers, not only because they're a more sustainable choice, but because the installation lasts all summer and continues to evolve beautifully over time. We gave Jack a brief, and he worked closely with us to understand exactly what we wanted to create. It's become one of the defining features of Midsommar and a collaboration we look forward to every year."
Caroline Hoggarth
Owner, A Fold Of Chairs
Photography by - @georgefshr & @emilydicksphotography
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