‘Sustainability gives floral art a creative boost’

‘When you become aware of sustainability, you can’t unsee it. Once you start realising the impact of your materials, it really opens your eyes. Suddenly you think: What are we actually using? This awareness has profoundly changed his approach to floral art.’

‘Sustainability isn’t a step back; it’s a step forward. It’s not limiting. On the contrary, it opens doors, and I find it incredibly inspiring because you must think differently about your materials.’ Reflecting on his past work, Max openly acknowledges his personal shift: ‘Years ago, I created stunning floral designs in Japan, full of vibrant plastic materials. The photographs were beautiful – but today, I wouldn’t choose those materials anymore.’

Together with Swedish floral designer Per Benjamin, Max recently published the book Sustainable Floral Design, from which we publish five arrangements by Max and Per.

Especially for this World Cup edition of DPK Floral Magazine, Max also created five unique arrangements, using special sustainable techniques, and reusable bases. ‘Everything we do affects something else.’ So be inspired by sustainability.

‘Each bloom must support the composition’

‘This series is really a tribute to the Dutch Masters of the Golden Age – those iconic still life paintings that symbolised wealth, elegance and abundance’, says floral designer Hanneke Frankema. ‘We wanted to honour their legacy, but as today’s Dutch Masters, in our own way.’

Creating such opulent, painterly arrangements is no easy task. ‘You need time – a lot of time – and hundreds of flowers, all carefully placed to achieve that perfect balance. Each bloom must support the composition without overwhelming the others.’

Hanneke also emphasises the importance of structure, proportion, and refinement. ‘You can’t just keep adjusting endlessly – it must be right almost immediately. But that’s the beauty of it. There’s real elegance in the layering, in the depth and the subtle lines. It’s classical, yes, but with our own modern touch.’

Hanneke created three floral arrangements inspired by the Dutch Masters, each featuring real butterflies delicately integrated into the design – a detail she finds especially enchanting. ‘I used butterflies in all three pieces because they add something magical and refined.’

The process, however, was incredibly demanding. ‘You wouldn’t believe how many flowers we needed to source just to create a few of these arrangements. From a whole bucket, maybe one bloom is at the right stage and facing the right way.’ Each piece explores a different colour palette and mood, yet all were built using the new Oasis Renewal Floral Foam. ‘With strong stems like Delphinium or sun flowers, placement must be precise from the start. You can’t keep redoing it, or you’ll ruin the base. It must be right the first time.’

‘True creativity lives in the risk’

The floral work of Jenny Ingrum from the US boldly blurs the lines between floristry and fine art. With an intuitive approach, she creates emotionally resonant pieces grounded in technical mastery and expressive form. Known for her fearless use of custom-built structures and sustainable mechanics, Jenny inspires through her teaching, large-scale installations, and global collaborations – making her a vibrant and forward-thinking voice in contemporary floral design.

‘My signature style is sculptural, intuitive, and unapologetically bold. I work at the intersection of floristry and art – pushing boundaries with custom-built arma tures, contemporary mechanics, and emotionally charged color stories. My work is grounded in technical precision, but I always leave room for wildness, emotion, and something unexpected.’

‘I’m inspired by everything that feels alive with energy – architecture, philosophy, movement, music, and the natural tension between softness and structure. I sketch, I write, I build. Sometimes I destroy what I’ve made and begin again – because true creativity lives in the risk.’

‘Right now, I’m drawn to branches, twisted forms, and botanicals that bring un expected textures – things that root, sprout, or curl around a shape. My techniques lean into sustainable mechanics – using reusable structures, creating living armatures that support both design and regeneration. I want my work to feel alive long after the last petal drops.’

‘I’m incredibly proud of my Bouquet Workshop Tour 2024 & ‘25, where I travel across the U.S. teaching florists how to push their creativity while mastering technical skills. Competing in South Korea and Manchester to represent the US has been massively inspirational and educational leading into this competition. Building an online community where I’m able to reach beyond my borders and share my view on modern floristry has been one of the most meaningful projects in my career. Local large-scale floral installations for raising awareness of floral design and its importance to humanity – those are the works that stretch me and make a difference.’

‘The World Cup is the most extraordinary platform in our industry. To represent the United States again – this time in The Hague, in The Netherlands – is both an honor and a challenge I welcome with open arms. It’s a space where the limits of design are tested, where cultures and craftsmanship collide, and where innovation is celebrated. Preparing for it demands not only technical mastery, but mental resilience and artistic conviction. I wouldn’t want to be anywhere else.’

‘I plan to win by being fully myself – by designing with conviction, risk, and emo tional resonance. I create unapologetically – and that will be my edge.’

‘For me, flowers are a language’

Powerful in scale and rich in emotion, the floral work of Olena Driuchan from Ukraine is driven by meaning and connection. With a distinct talent for transforming flowers into visual narratives, she combines expressive design with a keen sensitivity to context, often creating installations that speak to the heart as much as the eye. Her use of seasonal, natural materials further enhances her approach to floral artistry.

‘I enjoy working with large-scale forms and creating installations. Expressive and emotional – that’s how I would characterise my signature style. I want my floral work to go beyond decoration; it should speak, resonate, and convey something meaningful. It’s not just about beauty – it’s about it’s about capturing the eye and touching something in the viewer.’

‘Nature and people are my greatest sources of inspiration. I love creating designs tailored to specific individual requests or special occasions and then seeing how they respond to the outcome. That moment of connection is what drives me. I always try to build a story into my arrangements – for me, flowers are a language.’

‘Right now, I find myself leaning towards seasonal flowers and natural materials. I try to source locally and prioritise eco-friendly options whenever I can.’

‘Among recent projects, the installations I created for Arteflorando in Leverano, Italy and Fleuramour in Belgium stand out. These festivals allowed me to work on a larger scale and communicate my vision to a broader, international audience. That kind of exposure – and interaction – is invaluable.’

‘Taking part in the World Cup is very meaningful for me. It’s not just a personal milestone; it’s a way to represent Ukrainian floristry at a global level. Our country has been through so much. And yet, despite the war, we continue to create, to grow, and to inspire. I want people to see that – to feel that.’

‘My approach for the World Cup is very simple: I want to express myself as authentic as possible. I’ll focus on doing what I do best. I believe my strength lies in the sincerity of my work, in its emotional depth, and in the way I use flowers to tell stories. That’s what makes my voice unique.’

‘Being mindful of our environment is essential’

The Swiss floral designer Christian Ulrich is known for his distinctive blend of wild elegance and global sensitivity. With an eye for earthy textures and rich cultural details, he creates designs that feel both poetic and personal. Christian is deeply committed to sustainability. This, along with his ability to combine artistic expression with thoughtful design, makes him a powerful voice in contemporary floral design.

‘Organic elegance with a worldly soul – that’s the essence of what I create. My floral designs are lush and alive, reflecting natural landscapes and infused with thoughtful details inspired by global traditions. I aim for every piece to tell a story. There’s a balance between earthy textures, soulful colour palettes, and intentional cultural touches. That’s how I bring meaningful, elevated beauty into the world. If I had to define it, my signature style is ‘wild extravagance’.’

‘Working with flowers every day is a joy. Through my craft, I try to turn vision into reality – where creativity meets precision, and where love and life’s most cherished moments are celebrate through blooms. Flowers speak the language of love. With each design, I try to weave a visual narrative that feels personal, poetic, timeless, and always sustainable.’

‘Inspiration flows from nature’s beauty, the richness of cultures, and the stories I encounter through travel. Every bloom I select, every event I design, carries with it a connection to the earth, a respect for tradition, and a deep sense of global wonder. I don’t just arrange flowers – I build experiences that resonate.’

‘Sustainability plays a key role in everything I do. In today’s world, being mindful of our environment is not optional – it’s essential. I strive to use locally sourced flowers and eco-friendly materials in my work. This approach not only supports my values but enhances the events I create. It’s about taking responsibility while still delivering beauty.’

‘Each event is approached through a careful play of colour, texture, and form. I design floral arrangements that capture the unique mood and style of every occasion – whether it’s a bouquet, a ceremonial arch, or a table setting. Harmony and emotion guide my decisions.’

‘What fills me with pride isn’t a single highlight or award. It’s the happiness of my customers when they feel understood and celebrated. That’s what drives me. Being a florist is more than a profession for me – it’s a calling. Every project is a testament to passion and perseverance.’

‘If I can show my work honestly, express my design philosophy, and demonstrate a sustainable approach to floral art – and if that speaks to others – then I’ve achieved something meaningful. In that con nection, I’ve already won.’

‘Creating emotional, detailed work is what I love most’

Irati Tamarit from Spain is a distinguished floral designer known for her natural, organic style and meticulous craftsmanship. Deeply committed to sustainability, her work is characterised by emotional storytelling and the use of authentic, seasonal materials. Irati brings her artistic sensitivity and adaptability to every creation, making her a compelling representative of contemporary Spanish floral artistry.

‘My style is deeply rooted in nature; seasonal materials, organic shapes, and wild elements that feel authentic and spontaneous are at the heart of everything I create. Intricate structures and textures come together in my designs to tell stories or evoke feelings. Each arrangement is natural, emotional, and carefully crafted.’

‘Ideas usually start from a concept, a feeling, or perhaps a unique material that catches my attention. From there, the idea grows organically, layer by layer. Inspiration often comes from architecture, art, or even the fascinating people I encounter. A walk through the city always sparks something new – it’s simply one of my favourite activities.’

‘Currently, I’m drawn to the raw beauty of imperfect, wild vegetation – grass seeds, clematis, and vines capture my imagination. Seasonal flowers such as poppies and fritillarias also have a special appeal. Working with wood, cork, and seeds adds a tangible earthiness to my creations. Sustainability matters deeply to me and aligns with the ethos of the school I belong to. I always avoid floral foam, reduce plastic use, and opt for local, biodegradable materials whenever possible.’

‘One of the things I’m proudest of is my affiliation with the Escola de Disseny Floral. Although it’s not exactly a project itself, it’s allowed me to grow for nearly 15 years. Also, creating my company, Lola Flowers Barcelona, has been a rewarding challenge. It brings together floral talent for large-scale events, and it’s something I truly value.’

‘Participating in the World Cup Floral Art 2025 is exciting, humbling, and fills me with pride. Being selected to represent Spain is both a dream and a profound responsibility. It’s a chance to learn from the best, challenge myself, push my boundaries, and to showcase Spanish floral artistry on the global stage.’

‘If there’s something that could help me stand out, it might be my adaptability and my ability to tell a story through flowers. I work well under pressure and always commit fully. Creating emotional, detailed work is what I love most – this, I feel, could make all the difference.’