The carnation, our age-old friend

It is the current zeitgeist to move toward local, indigenous, original and pure with flowers as well. The picking bouquet and the field bouquet are the product of this. The impression is given that the flowers are from here and we picked them outside. But an expert knows that there are some lies in this. It is about the impression, not the reality. Lurking in the picking bouquet are flowers grown industrially in greenhouses. And they often come originally from other regions.

'Growth begins with a head full of dreams'

During the closing night of the World Cup Floral Art in The Hague, European champion Floral Art Hanneke Frankema presented her spectacular multimedia show "Growth" - a production the likes of which has never before been seen in the floral world. With programmed light and sound, cinematic visuals and live moments, she built her story in themes: from the first fascination with growth and the Passiflora, through craftsmanship and competitive spirit, to sustainability and a finale that elevated 're-use to reduce' to aesthetics. The whole thing was tightly directed "to the second," yet personal, light, and distinctly skilled.

'Floristry is truly multidimensional'

'The whole situation is very unreal, as if victory has not yet been achieved. But it's really me: world champion of Floral Art! A few days after winning his title, Polish participant Tomasz Kuczyński can still hardly believe, that during the World Cup Floral Art 2025 in The Hague he was declared the new world champion.

Professional World Cup Floral Art

The Royal VBW together with Florint organized a World Cup Floral Art. A gigantic spectacle with a complex organization. Colleagues from all parts of the world poured in. A feast of professional fraternization. Participants did their utmost to score well and thus offered the floral profession a feast of beautiful floral art.

'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 symbolized wealth, elegance and abundance,' says floral designer Hanneke Frankema. 'We wanted to honor 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 emphasizes 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 color 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.'