Want more? Stream the rest at https://vimeo.com/ondemand/flax
How often do you get the chance to rub shoulders with European Champion florists who have been judged the best in their own countries? It is a once in a lifetime opportunity for most of us, you will agree.
What if you could jump the barriers, linger in sessions closed to the public, and watch every stage as they all competed to become the best florist in Europe? Would that be AMAZING or what! Well here it is, as Pavol Kaššák did just that , running from demonstrations theatres to competition halls and back again to capture all the action in minute detail for you to study. Backed up by the passionate designers, Madeleine Sarradell and Gilles Vial-Caille we are able to bring you the best of the best in this and the June edition.
You will see the unique mechanics close up, the constructions methods all uncovered and exposed- in fact a dream seat in the front row as you are handed the hottest new trends and techniques on a plate!
Each time we have suggested how you can use these pieces in your own flower arranging, because what you are about to see is the future, the exciting emerging trends in floral design.
But ringing in my ears was a criticism about covering these extraordinary events from one of our readers, “But they are not relevant to my situation, so they are not of interest to me”, she wrote. The challenge was thrown down.
The result is this month’s companion video . I took 6 of the most interesting mechanics from this issue’s coverage, and used the same methods to create 6 extraordinary floral gifts that could be easily carried out of a flower shop, or into the car to take to a friend. The optional video is a simple and quick way to try out these new ideas for little expense and using equipment you may already have in your home or office.
While communicating with some of the students currently enrolled in the floral design magazine’s floristry school, it dawned on me that it was time we went back and had a much closer look at the design elements and principles that are the foundation of not only flower arranging but every creative endeavour in the world. Many of our subscribers are also floristry colleges and floral art clubs in many different parts of the globe with hugely varying design styles that they consider ‘normal’ and ‘best’ and yet we all share these cornerstones in common. So in this special edition of floral design we investigate texture, a design element beloved by
architects, interior designers and the fashion industry as well as all of us. Accomplished American florists Lisa and Jaclyn (That’s Jaclyn’s design on the cover) and editor of floral design magazine Tricia Legg bring their own cultural and personal styles to your attention as lessons but you will also notice the basic premise they all share, that important design foundation – texture! Using a contrast in texture in a floral arrangement is guaranteed to make your arrangements beautiful, interesting and successful and so here is your chance to find out more!
Walked down the main shopping street of your neighbourhood lately? Noticed anything missing? I did in the village of 4000 I live in, in provincial New Zealand, 3 weeks ago. I searched every shop, business premise, professional chambers.. but did not find even one!
I am talking about a flower arrangement, a floral design, floral art, a bunch of flowers… whatever you call them… I mean flowers arranged in an artistic and modern way to soften the reception areas and provide a welcome and spontaneous moment of joy.
All the small villages around us have flower arranging clubs and florists working from home or small premises so why no flowers as an every day part of all these provincial centres? I have heard plenty of excuses in the 15 years I have been editor of floral design magazine. “People don’t like modern stuff”, “they don’t sell”, “no-one can afford them” on and on and on!
I can now say,” What rubbish” as over the last 3 weeks I have been introducing the good business folk of my small village to the wonders of modern floral design. That is not true actually as they already knew what they liked… they just had no opportunity to enjoy wonderful flower arrangements on a regular basis.
The “Flower Up Paeroa” campaign was born out of my growing frustration of seeing the joy of fresh, fabulous, fantastically arranged flowers being eroded away by endless bunches of ill-matched flowers wrapped in gaudy paper being peddled as normal.
But this campaign is also about you! You could be doing exactly the same thing in your neighbourhood! You are now able to copy what we are doing step by step, day by day, week by week! We have recorded the first 6 designs I made to give people the WOW factor… and they are NOT hard or overly complicated. Each one made the recipients smile and created quite a stir with their customers. See more at http://www.vimeo.com/ondemand/businessflowers
But that is not the end of it. I also wrote each day what we did… who we saw, how we let people know about us- in face the complete marketing campaign to get noticed! Download this valuable insight in the floral design magazine special- Flower arranging for business at www.floraldesignmagazine.com/download0714.html and do what we are doing, in total detail. This is your chance to grab that hidden market before someone else does!