The championship offers a unique opportunity to discover the latest trends, techniques, and artistic visions in floral design. Contestants will be eva­luated on various criteria including artistic concept, technical skill, innovation, and presentation. Florint and the Royal Dutch Florist Association (VBW) are jointly responsible for the organisation. Bram Rijkers, project lead on behalf of VBW, sees the event as an excellent opportunity to present the Netherlands as a global leader in floristry.

‘In an era where sustainability and product safety are under the spotlight, this event offers a proactive, positive stage to demonstrate what our sector stands for’, says Rijkers. He acknowledges that negative media attention – such as recent pesticide debates – presents challenges that the industry must tackle head-on.

Sustainability at the Core
Sustainability plays a central role in this edition of the World Cup. ‘We’ve deliberately chosen the most sustainable floral foam, recycled materials, and flowers from growers committed to eco-friendly practices’, explains Rijkers. ‘These choices should be the norm – not just something for the jury to assess.’

Nonetheless, the international jury will evaluate whether designs meet the defined sustainability criteria.

Rijkers hopes the event will boost the visibility and appreciation of floral design as a profession: ‘This championship is the opportunity to showcase the beauty, inspiration, and versatility of our craftmanship. We want people to walk away thinking, ‘Wow, look at what florists can do!’ And perhaps they’ll visit their local florist more often – or even consider a future in our wonderful sector.’

A Rich Programme Beyond the Competition
In addition to the competition, the event will offer a varied programme including exhibitions, demonstrations, and workshops by renowned international floral artists such as Harijanto Setiawan, Petra Konrad, Nicolaus Peters, Lisa Pålsson, Max Hurtaud, Lizzie Newcombe, and Ahti Lyra. The Netherlands will also be well represented by Geertje Stienstra and Tiffany van Lenten. For the latest updates, visit
dpkfloralmagazine.com.

Grand Floral Show: GROWTH!
On Saturday evening, as the competitors await the results of the final challenge, the main theatre of the World Forum will host a spectacular floral art show led by top florist and current European Champion Hanneke Frankema.

Her show, titled GROWTH!, promises to be unlike any floral demonstration you’ve seen before. Through a multimedia experience, Hanneke will immerse the audience in her world of growth and natural wonder. ‘It will be a fusion of floral design, storytelling, and immersive effects using light, sound, and movement’, she says.