The second edition of the window display competition titled Monaco en Fleurs took the public through 19 participating boutiques across Monaco last week, each dressing its shopfront for the occasion, with every display telling a different story. Monaco Life followed the La Route des Fleurs as it unfolded across the Principality.
La Route des Fleurs stretched from east to west across the Principality, beginning at Monaco Élégance, 9 Rue Comte Félix Gastaldi, and ending at La Carte Hallmark, 39 Avenue Princess Grace. The winning floral compositions were showcased at the Yacht Club de Monaco on 9th and 10th May.
As striking as it is to see these shop windows bloom in their own individual ways, Monaco Life set out to explore the stories behind this exclusive Garden Club International event. It is a unique opportunity for participants to express their creativity and take part in one of the most exclusive competitions organised in the Principality.
Under the theme ‘Celeste’, shop owners across Monaco embraced the occasion with imagination and flair, transforming their facades into eye-catching displays that bring added visibility and renewed charm to their businesses.
Monaco in bloom: Fashion, flowers, and storytelling
Winner of last year’s competition, Eleven Monte-Carlo — a fashion and lifestyle boutique on the lively Boulevard des Moulins — decided to once again put its creativity to the test this year. For its window display, the boutique unveiled a mannequin dressed head-to-toe in blue and white flowers.
Created by the store owner together with her mother, the installation was meticulously crafted: each flower was attached by hand using pins, layered over a crinoline structure to form a couture-style silhouette.
Just a few doors away, Pain de Sucre transformed its entrance with cascading white floral arrangements and a striking orchid centrepiece. When asked by Monaco Life what inspired their participation, the store manager explained: “It was about taking part in the life of the Principality of Monaco and supporting the community of shopkeepers on Boulevard des Moulins. We wanted to contribute to local commercial life, connect with people in Monaco, and also highlight Pain de Sucre — a French brand with a 40-year history that has been present in Monaco for 14 years. We are proud to showcase a brand that speaks to all women, all body types, and all walks of life.”
Adding a more poetic dimension, Maison Leslie — founded 35 years ago by the current owner’s mother and today offering both its own collection and curated brands — presented a deeply personal window display.
The concept, imagined by the owner’s sister, an artist, draws inspiration from American poet Emily Dickinson. Known for her reclusive life and her preference for white clothing, Dickinson becomes the muse for a minimalist, dreamlike installation featuring a white dress surrounded by white floral elements, paying tribute to her quiet, introspective world.
Czarina, a highly curated treasure trove of eclectic delights located at the iconic One Monte-Carlo, opted for total white. “Being in Monaco for almost 35 years, our windows have always evolved with the seasons, each time reimagined through floral and natural elements. This year, we chose white for its sense of purity. Flowers are at the heart of what we do, as is being part of Monaco’s daily life. We see people stopping every day to take photos in front of our storefront — it has become a real meeting point in the city. Participating in this festival felt like a natural extension of what we already do throughout the year, always working with seasonal inspirations, from blossoms to foliage, adapting with each moment of the seasons,” said a shop assistant at Czarina.
Blurring the boundaries between indoor and outdoor living: Architect Joe Aoun’s vision for Monaco
“Today in Monaco, the boundaries between indoor and outdoor living are increasingly disappearing,” architect Joe Aoun told Monaco Life. “Terraces and exterior spaces have become true extensions of the home, designed and experienced with the same attention as interiors. In a place like Monaco, where outdoor living is part of daily life for much of the year, creating continuity between architecture, interior design, and nature has become essential.”
For Aoun, architecture is a composition of life in which nature, air, and space unfold together. But how does he translate this philosophy into concrete design choices?
“For me, there are no boundaries or limits between architecture, interior architecture, and landscaping. Everything has to be conceived simultaneously in order to create a final result that feels harmonious across all spaces. That’s why we place great importance on surrounding ourselves with talented landscape designers who share the same philosophy as we do, as is the case with this exhibition,” said the architect.
For the windows of his showroom, which opened last month, Joe Aoun Design collaborated with the landscape studio D’Aìcì e D’Ailà. Through their expertise, the landscape designers selected the plants and flowers best suited for the exterior part of the installation.
“We collaborated around the overall idea of continuity between indoors and outdoors, while they brought their own knowledge, ideas, and expertise within their field. It became a true collaboration serving the same objective,” said Aoun.
As green spaces continue to develop in urban environments, they bring shade, allow cities to breathe again, and soften rigid architectural boundaries. They also make outdoor spaces feel warmer and less mineral. According to Joe Aoun, vegetation plays a decorative, emotional, and essential role in contemporary architecture.
“Today, whether it’s a terrace or an interior space, something feels missing without plants, trees, or vegetation of some kind. Even in kitchens now, people add herbs or greenery into the home. Vegetation has become an essential element that must be considered from the very beginning of the design process, for both interior and exterior spaces in architecture,” he said.
The architect also believes that Monaco’s outdoor spaces deserve greater attention as the Principality continues to evolve.
“Architecture in Monaco has evolved greatly, but I believe more emphasis should now be placed on greenery and vegetated terraces throughout the Principality,” he concluded.
In the end, the Special Jury Prize was awarded to Joe Aoun Design – represented by Joseph Haoun – for their unique contribution to the competition.
See also:
Prince Albert II and Princess of Hanover judge floral creations at Monaco’s bouquet competition
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Main photo of Joe Aoun Design by Virginia D’Umas, Monaco Life