Armenian floral designer Arman Voskanyan brings together floristry, architecture, and philosophy in a conceptual approach to floral art. Known for his dramatic style and sculptural compositions, he works at the intersection of design and contemporary art, using colour and form deliberately and expressively. Through his studio FlowerStory, he crafts floral narratives that speak with artis tic depth, all while keeping sustainability and authenticity at the core of his creative process.

‘A floral piece should not simply decorate a space – it must become its focal point, a visual metaphor of an emotion, a theme, or an inner state. My work is best described as a synthesis of floristry, architecture, philosophy, and an intuitive sense of form. I move along the edge of design and art, creating expressive spatial compositions that aim to evoke a mood, provoke thought, and resonate deeply. People often describe my style as dramatic, cinematic, and meaningful – and I embrace that.’

‘My inspiration is a dialogue with the world: nature, architecture, light, sound, movement. A piece of music, a moment in memory, or a specific material can all spark a concept. I’m especially sensitive to colour – it is often the first impulse that drives a design. Usually, I see the final image in my mind before even touching a flower. From there, it becomes a process of translating an internal feeling into form, structure, rhythm, colour, tension, and silence. Always a dialogue between the concept and the material.’

‘Now, I’m drawn to bold, vibrating colours that carry emotional charge and shape the atmosphere of the composition. I love sculptural, architectural lines and often build custom frameworks that aren’t hidden but instead serve as visible, expressive components. These forms guide the structure of the work. Sustainability is part of this thinking. It’s not about refusing tools, but about working smart – reusing materials, employing eco-friendly methods, and showing respect for resources. Sustainability, to me, is a mindset.’

‘I take pride in having represented Armenia at the Europa Cup and in South Korea, not only for the challenge but for the chance to speak through my work to a global audience. Being published internationally is meaningful – it tells me that the themes I explore are understood across borders. My studio, FlowerStory, remains the most important part of my career. It’s where we turn personal stories into floral narratives – where floristry, design, and contemporary art meet.’

‘The World Cup is not just a competition – it’s a dialogue of aesthetics, philosophies, and cultures. To be part of this is an honour, a challenge, and a personal milestone. I think conceptually, use colour with purpose, and work through atmos phere, structure, and story. Minimalism, silence, the unexpected – these are tools, not risks. They are where individuality lives. That is my voice, my pathway.’