'Funeral flower arrangements are a personal message to the deceased or the bereaved, a translation of emotion,' says floral designer Max van de Sluis. 'This is how I make the flower arrangements warm but also colorful and expressive - never cold. Flowers can literally let you speak.'

That intention also frames the form. 'With a pillow you literally say 'rest in peace,' that captures a multitude of memories. And a heart shape I like to give extra movement, so it becomes more personal and looks less stiff.'

'Usually I work in a very planned and visual way. Before I start, I already have about 90 percent of the end result in my head. I am a visual thinker - first see it before me, then do it.' In his use of materials, he consciously chooses extremes 'It is either a multiplicity or the power of mono.'

Recently his book Sustainable Flora Design, which Max co-authored with Per Benjamin, was released. In it a lot of inspiration for the florist. 'Sustainability is an inescapable trend that everyone in our industry has to deal with. Just think of stricter requirements of (natural) cemeteries and a more conscious public. That makes 'sustainable' techniques and materials increasingly important - especially in funeral arrangements.'