The i.ceé Blooms 24-Hour Valentine's Floral Fest!

Melbourne, mark your calendars. This February, something unprecedented is blossoming on Alfrieda Street. We're tearing up the traditional rulebook for Valentine's Day flower shopping. Forget the frantic, last-minute dash. Forget the limited choices and the closing-time rush. This year, we’re not just opening our doors; we’re throwing a party.

Welcome to the i.ceé Blooms Valentine's Floral Fest—an immersive, round-the-clock experience designed for every kind of romantic. For three incredible days, our boutique will transform into the vibrant epicentre of love, creativity, and the most beautiful flowers in Melbourne. This isn't your average trip to the florist; it's the city's first-ever 24-hour floral shopping event, and you are invited.

From the moment the clock ticks over on February 12th, we are flipping the switch to 24-hour mode. All day and all night on the 12th and 13th, our lights will be on, the music will be playing, and our floral artists will be ready to make magic. For the grand finale on Valentine's Day, February 14th, the festival continues until 10:00 PM.

This is your all-access pass to Valentine's Day, on your schedule.

Main Stage: The Interactive Bouquet Bar

At the heart of our festival is the i.ceé Blooms Bouquet Bar. This is where you become the artist. We're turning our space into a playground of colour and scent, lined with buckets of premium, single-stem flowers. Reach out and touch the velvety petals of a deep red rose, admire the ruffled elegance of a pink lisianthus, and choose the exact stems that speak to you.

Our expert florists will be your personal guides, helping you pair textures and colours to build a bouquet that is 100% you. It's a hands-on, creative, and unforgettable way to craft a gift that is truly from the heart.

The Luxe Collection: Curated & Ready-to-Wow

For those who love the festival vibe but need a quick, flawless solution, our gallery of pre-made bouquets is your destination. These are masterpieces of "accessible luxury", designed by our top florists and ready to grab and go. Each arrangement features the signature artistry and peak freshness you expect from us, beautifully wrapped and ready to make a statement. This is the epitome of high-end convenience, ensuring you can walk out with a showstopper in minutes.

The Vibe: More Than Just Flowers

This Valentine's, we’re creating a space for joy, spontaneity, and celebration. Step in from the street and into a world buzzing with romantic energy. Whether you're a night owl finishing a late shift or an early bird planning a sunrise surprise, our doors at 65 Alfrieda Street are open to you.

Join the celebration. Ditch the stress and experience the fun of Valentine's shopping, reimagined. We can’t wait to welcome you to the festival.