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The Flower Show

PHS Appoints Seth Pearsoll as Creative Director and Vice President of the Philadelphia Flower Show

July 28, 2023

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July 28, 2023 – Philadelphia, PA – The Pennsylvania Horticultural Society (PHS) is pleased to announce the appointment of Seth Pearsoll as the Creative Director and Vice President of the PHS Philadelphia Flower Show (Flower Show). In this role, Pearsoll is responsible for the overall production, execution, and strategic and creative direction of the Flower Show, PHS’s hallmark fundraiser and the nation’s oldest and largest horticultural event. 

"Seth Pearsoll’s creative vision and adept hand at event production and execution have been critical to PHS’s and the Flower Show’s success since his arrival to the organization a decade ago. With his ever-growing responsibility and accomplishments throughout his career at PHS, and his skillful leadership in both the gardening and event realms, this was a natural evolution for him and the PHS Philadelphia Flower Show," stated Matt Rader, PHS President. 

“Long ago, I realized that the Flower Show extends far beyond being merely an event. At its heart, it is a captivating, temporary world that blossoms each Spring, enchanting us all with its floral beauty. This magical event is the culmination of the concerted effort and spirit of thousands of participants who passionately believe in the transformative power of plants and flowers, and I am honored to be a part of its history and future," stated Seth Pearsoll, newly appointed Creative Director, and Vice President of the PHS Philadelphia Flower Show for PHS. 

With 15 years of experience, Pearsoll is an accomplished and visionary Creative Director renowned for transforming horticultural experiences into breathtaking masterpieces. As a driving force behind PHS’s acclaimed Philadelphia Flower Show, Pearsoll has led a team of talented designers, producers, and creatives in constructing extraordinary landscapes, gardens, and floral exhibits. With strategic prowess, he has elevated the Show's thematic vision, captivating hundreds of thousands of attendees and attracting globally renowned floral designers and landscape architects to create stunning works of floral art on an annual basis. 

Throughout his decade-long tenure at PHS, he has orchestrated the execution of hundreds of artistic exhibits, spanning up to 2,900 square feet. Pearsoll is also responsible for establishing and refining the Show’s floorplan, incorporating customer insights to enhance the visitor experience, and crafting innovative horticultural activations. Managing a multi-million-dollar budget, Pearsoll annually guides a team of over 75 builders and site crews in transforming a sprawling 10-acre show site into an awe-inspiring landscape. Pearsoll also drove the creative vision and design for groundbreaking new business ventures for PHS such as its much beloved PHS Pop Up Gardens, a hybrid public garden and restaurant concept that flourishes to this day alongside several retail experiences that blended horticultural activations with curated merchandise. 

Prior to PHS, Pearsoll was a Creative Director at the global experiential agency Sparks, spearheading large-scale brand activations for prestigious companies like Google and Michelob Ultra. In this role, he developed captivating botanical and floral installations, often utilizing rare and exotic plants to breathe life into brand activations that elevated awareness for global brands. 

The Pennsylvania Horticultural Society (PHS), an internationally recognized nonprofit organization founded in 1827, uses horticulture to advance the health and well-being of the Greater Philadelphia Region. PHS programs create healthier living environments, increase access to fresh food, expand access to jobs and economic opportunity, and strengthen deeper social connections between people. PHS’s work spans 250 neighborhoods; an expansive network of public gardens and landscapes; year-round learning experiences; and the nation’s signature gardening event, the Philadelphia Flower Show. PHS provides everyone with opportunities to garden for the greater good as a participant, member, donor, or volunteer. For information and to support this impactful work, please visit PHSonline.org.