Fifth Avenue is set to burst into color with thousands of roses, including a special new variety created to mark its 200th anniversary. The Fifth Avenue Association will launch Fifth Avenue Blooms on June 11. This event will transform the stretch between 51st and 58th Streets with floral displays lasting until July 6.
The showcase will include 16 planters holding 400 rose plants, with an estimated 2,500 to 4,000 rose stems. Among them is a unique rose called the “Fifth Avenue Rose,” developed specifically for the anniversary celebration. These flowers will brighten the street and create a stunning backdrop for photos.
The Fifth Avenue Rose features deep magenta-purple petals and a strong fragrance with hints of cinnamon, clove, and spice. It was bred in France by the House of Meilland and introduced by Star Roses and Plants, a nursery in Pennsylvania.
The seedlings were then grown at a New Jersey nursery by the Holiday Collective in preparation for the event, according to Women’s Wear Daily.
This exclusive rose will be the centerpiece of the floral display, set in the 16 planters and highlighted by two large floral arches. Other vibrant roses will add color and variety around it.
Visitors can also enjoy free live music on weekends. Many shops, hotels, restaurants, and cultural institutions along Fifth Avenue are joining the celebration with special promotions and events. Participating locations include Baccarat Hotel New York, Benoit, Canada Goose, Delvaux, Mikimoto, MoMA, and The St. Regis New York.
As part of the festivities, Longchamp will open a special sidewalk café outside its flagship store at 645 Fifth Avenue. The café will offer Parisian-inspired food and drinks that blend the brand’s French heritage with New York’s energy. It aims to give a preview of what dining could look like on a redesigned Fifth Avenue, featuring wider sidewalks and more pedestrian space.
The city plans to redesign Fifth Avenue to reduce vehicle lanes from five to three. This change will nearly double sidewalk widths, shorten crosswalks, and add over 200 trees. It is the first major update to Fifth Avenue in 200 years.
Fifth Avenue Blooms began in 2021 as a gift to New York City during the pandemic recovery. Since then, it has become a popular annual event, attracting visitors to enjoy the flowers while shopping or walking along the famous avenue.
“Fifth Avenue changes with each season,” said Edward F. Pincar Jr., president of the Fifth Avenue Association, in an interview with WWD. “This year’s Blooms is a celebration like no other, with a new rose that will brighten the blocks and beautify the boulevard. As the weather warms, everyone—residents and visitors alike—can enjoy all Fifth Avenue has to offer. With this new flower, we honor the avenue’s rich history and look forward to an exciting future.
