Union Square in Bloom 2024

Spring & Summer Blossoms in Union Square

About Union Square in Bloom

Established in 2022, Union Square in Bloom celebrates the district’s floral legacy with a modern twist. For decades, flowers, particularly daffodils, were handed out to visitors walking through Maiden Lane, an alleyway with historic appeal. Macy’s previously hosted its annual flower show, established in 1964, and several flower stands brightened up the district.

Union Square in Bloom commemorates the floral legacy of Union Square while encouraging residents, workers, and visitors to rediscover and patronize our vibrant, full-circle offerings of hotels, restaurants, retail establishments, theater, fashion, cuisine, nightlife, and beyond.

Bloom Finale & Bloomies Awards

Saturday, August 17th from 3-6 pm: And just like that! Union Square in Bloom is entering its final weeks. Mark your calendars to celebrate with us at a huge finale event in the park featuring Lavay Smith and the Red Hot Skillet Lickers, outdoor bar garden by Miller & Lux Provisions, poke, passport winner giveaway, tote bag giveaway, and a Bloomies award show recognizing the best blooms in the district.

RSVP to this Free Event!

Bloom Passport

The Bloom Passport is your guide to exploring the many floral installations across the district. This exciting guide will be unveiled both in physical and digital formats at the Spring Fling Union Square in Bloom event. This is a fun opportunity to discover and support local businesses. Visit as many locations as you can between March 23rd to August 17th. Each location has a QR code. Scan the code to reveal a mystery word and jot it down in your passport. Return your passport at the Bloom Finale event August 17th for a chance to win a prize valued at $500.

5 stops = 5 raffle ticket
10 stops = 10 raffle tickets
15 stops = 15 raffle tickets
20 stops = 20 raffle tickets
25 stops = 25 raffle tickets

**Must be 21+ to Win.

Download Passport +

Bloom 2024 Gown

A special component of the campaign is the unveiling of the Bloom Gown. This year’s gown is a breathtaking creation by renowned couturière Colleen Quen and sponsored by Britex Fabrics, a historic fabric institution in Union Square. Inspired by the Dahlia, San Francisco’s official flower, this piece epitomizes elegance intertwined with the spirit of the city. This year’s design was created with Catherine Liang in mind, embodying the spirit of San Francisco’s diversity and the generations of multicultural families who have shaped the city’s landscape. Liang, a former Miss California and former Miss Chinatown, represents the beauty and diversity of the city. With each stitch, Quen’s designs pay homage to her roots, intertwining her Chinese-American heritage with the city’s vibrant ecosystem.

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Spotlight of Floral Designers

Becky and Virginia are both San Francisco natives and have spent the beginning years of their careers at various corporate companies and startups. Their drive for more creative spaces and entrepreneurial spirit has led them to start Marbled Mint.

Marbled Mint is an established floral design team with a studio based in San Francisco, in the heart of the Mission district. They specialize in weddings, team-building workshops, and curated experiences. Their passion is to bring beauty and joy into the community!

Check out their past projects on Instagram!

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Zaddy Blooms, a full-service event design studio, was born in the Bay Area in 2020. He specializes in weddings and editorials. Owner Peter Bonavita is known for his big, bold, and colorful designs inspired by English gardens and pop culture.

Visit their Instagram for samples of past installations.

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Jacqueline Devins is the founder and creative force behind Poppy Cart, a boutique event and wedding floral design studio based in Northern California, servicing the Bay Area and beyond. A lifelong lover of flowers and plants, influenced by her floral artist grandmother and floral community, Jacqueline honed her skills through years of practice. She draws inspiration from the natural beauty surrounding us, using seasonal and locally sourced blooms to create unique arrangements that reflect the beauty of the changing seasons. She intends to share flowers’ beauty, joy, and healing powers with others.

Follow her Instagram for unique captivating displays.

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Garden Party is a catering and event planning company based in San Francisco, California. They offer a variety of services such as custom menus, bar service, floral design, and rentals for events such as weddings, corporate events, and private parties. They prioritize using locally-sourced and sustainable ingredients in their catering menus and strive to create unique and personalized experiences for their clients.

Check out more installations on their Instagram.

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All Union Square Businesses Are Invited to Bloom!

As Union Square in Bloom 2024 starts to unfold, we ask you to please inform us of your installation or activation dates by February 2nd so we can include it in all our marketing materials. Email this information to [email protected]. You can also complete this google form and we would be happy to connect you to a floral designer.

Popular examples:

Draping outdoor canopy and building
Trees inside your business by the windows
Entry way flower columns (to be placed inside overnight)
Flower walls with neon sign
Fresh cut flowers in vases in your store
Floral food or cocktail

By adhering to the deadline above, you’ll enjoy the following benefits and recognition in our Union Square in Bloom 2024 launch: official launch press release mention, Social Media feature, Website feature, and Newsletter mention, and more. If you are unable to bloom by launch date, you can still join on a rolling basis and will still be featured on these channels, just at a later date.

Please feel free to reach out with any questions or concerns.

Best Practices Guide