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.’