Midsummer Bloom is a chintz in the older sense: flowers at their fullest, drawn without restraint, trailing across the wall in heavy swags. The original was found in the Cole & Son archive and repainted rather than reproduced, which is why the flower heads carry modelling and weight instead of the flatness a straight reprint of an old block would have given.
Blousy is the right word for it. The blooms are open and a little past their best, the petals loose, the stems bending under them, which is what a real border looks like in July and what most floral wallpapers decline to show. The density is considerable and not much ground is left visible; this is a design that means to fill a wall.
The wide 0.69 m roll and the 76 cm half-drop repeat are what make it work at that density. The extra width means fewer seams, and the half drop offsets the swags between drops so the arrangement builds diagonally instead of stacking. It is at its best in a room with height and good light, and in a smaller room it will want very plain company. Painted joinery and plain, heavy curtains give it the steadiness it needs to read as generous rather than busy.
