In July 1999, Effigy embarked on a longstanding and spectacular partnership with the RHS and the Daily Mail, beginning with the Daily Mail Dream Cottage at the Hampton Court Flower Show. The Dream Cottage was a full-size replica of an idyllic property and served as the centrepiece and main attraction in the show’s Daily Mail Pavilion.

Over the course of 14 years, from 1999 to 2015, we built ten separate Dream Cottages and worked on various other projects at the Hampton Court Flower Show. This trusted relationship extended to the prestigious Chelsea Flower Show, where in 2002, Effigy constructed three full-size house displays across both events. These projects demonstrate Effigy’s ability to facilitate multiple large-scale endeavours simultaneously, delivering exceptional quality under the pressures of high-profile environments.
Our Approach
1. Design
The design of the Dream Cottage was determined by the Daily Mail, who selected a property to purchase and offer as a competition prize after the Flower Show. To ensure the replica’s authenticity, our in-house designer visited the chosen cottages on multiple occasions, taking detailed measurements and references. Working drawings were then meticulously drafted, providing all necessary specifications for our team to follow during the build.
2. Build
The Cottage sets were prefabricated in our workshop by our skilled team of craftsmen. Each project required just under two months to complete due to the size and level of authentic detail needed. The prefabrication process ensured that every element met the highest standards of quality and precision.
3. On-Site Assembly
Given the size and complexity of the sets, each cottage was constructed around a scaffold structure to ensure safety for both the visiting public and our build team. Safety is a cornerstone of all our projects, and these events were no exception. Our specialist team transported the prefabricated elements to the event site, completing the installation within 2-3 weeks depending on the finishing details required. Additionally, Effigy managed all logistics, including transportation and post-event disposal of the sets, ensuring a seamless experience for our clients.
A Legacy of Excellence
The Daily Mail Dream Cottage became an iconic feature of the Hampton Court Flower Show, showcasing Effigy’s ability to deliver large-scale, high-quality sets within tight deadlines. The success of these projects not only solidified our relationship with the RHS and Daily Mail but also highlighted our capability to manage multiple prestigious projects concurrently.
Effigy’s work at the Hampton Court and Chelsea Flower Shows exemplifies our commitment to excellence and our passion for creating unforgettable spaces. These projects stand as a testament to our ability to combine meticulous craftsmanship with logistical expertise, delivering outstanding results for our clients and their audiences.
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