Hanneke, known for her distinctive approach and perfectionism, described the event as "an exciting adventure, perhaps the biggest of my career so far. Clearly, this isn't just another floral show for her. 'When else will I have the opportunity to stage something like this? Especially in my own country. Usually, you fly somewhere, prep a few days, and that's it. But for this, I've been preparing for over a year - my generous partners have made this possible. Thanks to the FM Group's logistical support, for example, I can transport enormous, detailed floral pieces. We are all working hard together to ensure everything is perfect. It's the World Cup, after all.'
She also described the intensive behind-the-scenes preparations: 'Recently, I spent three whole days just cutting tiny Mikado (Syngonanthus chrysanthus) plant buttons - 25,000 of them! Each detail takes days, sometimes weeks, to prepare. It's enormously time-consuming, but it's an adventure you undertake only once, and you must do it properly.'
Natural synergy
Nancy van Kleef, Director of Strategy, Marketing & Sustainability at FM Group, who partners with Hanneke for this event, described the collaboration as a natural synergy. 'It began from Hanneke's initiative. She always comes with a solid, clearly defined vision, and that's rare in our industry. It makes partnering with her very appealing, almost a no-brainer for us.'
Nancy continued, explaining that their partnership goes beyond a simple business arrangement. 'We are completely transparent and always searching for the win-win. Hanneke might suggest something beneficial to us, and we'll suggest enhancements that also benefit her. We spar continuously and transparently. FM Group is known for our practical, no-nonsense approach: it's about working hard together, not boasting.'
Reflecting further on their synergy, Hanneke explained, "It's a genuine exchange. I plant an idea, and they respond with great ideas as well. It grows together naturally. Conversations flow smoothly, and we complement each ther's thinking. For me, it's a great example of combining forces.'
Hanneke's vision for the "GROWTH!" show is clear and ambitious: "What I want to achieve with the performance is a theatrical journey, a combination of inspiration, craftsmanship, nature, and sustainability. With the intention of touching people and making them think.'
'I spent three whole days just cutting 25,000 tiny Mikado plant buttons'
Chickens and spiders
Sustainability is a central pillar of the show. 'Reuse to reduce is my motto,' said Hanneke. 'We're going to use sustainable materials, like the new Oasis Renewal Floral Foam, and we'll openly discuss these choices on stage.
She further revealed the level of innovation and dedication involved: 'Right now, I'm working on a floral piece which has thousands of handmade elements, which
is certainly not commercially viable, but I'm always considering how parts of it could be used separately commercially by individual florists.'
Nancy shared insights about broader industry trends around sustainability, explaining the significant but often unnoticed changes in the industry. 'For example, growers are innovating with natural pest control - like chickens or even spiders in greenhouses. There are remarkable sustainability efforts underway, but these stories rarely reach the public.'
Pushing creative boundaries
Both women emphasized the educational and inspirational potential of the show. Hanneke expressed her passion: 'We're giving opportunities to young floral designers through initiatives like 'Young Floral Talents'. When I was young, that would've been amazing for me. Competitions like these are vital for pushing boundaries and inspiring innovation.'
Nancy reflected, "I strongly believe floral art deserves more visibility and appreciation. We need new initiatives beyond traditional floral parades, which often lack a deeper narrative. But Hanneke's approach, which tells stories through flowers with a profound impact, can help transform our industry's image. Perhaps collaborations with museums or innovative city tours can help the public to see floral art differently.'
Hanneke admitted that pushing her creative boundaries also brings challenges. Nancy: 'It's clever how you push yourself to the outer edge of your comfort zone every time. Many people build on what they've done before, or what they're good at. I don't mean that disrespectfully, but it's repetition. And I appreciate how you dare to step over the line again and again, which, I imagine, can feel quite uncomfortable. But that's what makes this project exciting.'
'You describe it perfectly,' says Hanneke, 'I'm indeed constantly pushing myself to the edge of my comfort zone. In the case of this show I've had to learn new software, delegate control to specialists, and even let go a bit. For a perfectionist like me, that's a challenge, but at the same time, that's precisely the thrill of it.'
Despite these challenges, Hanneke remains deeply passionate. 'I truly have the best job in the world. The creative process, testing ideas, seeing everything come together - it's genuinely joyful for me. Right now, I can't wait to put the flowers into the structures we've prepared.'
'Floral art deserves more visibility'
Emily in Paris
Nancy expressed enthusiasm about how Hanneke's work resonates more broadly: 'Hanneke is our Emily in Paris; she creates a certain atmosphere in the show that almost borders on surrealism. I hope that what Hanneke ultimately creates on stage will make some people think: wow, this is way out of my league, but very captivating, nonetheless. But by diving back in, showing the depth, perhaps highlighting small details, you can make it more accessible. That's why we're sharing the behind-the-scenes details after the show, so that everyone who wants to can learn something and be inspired by small, accessible elements.'
Looking to the future, Nancy is determined that their partnership will continue, even internationally: 'We will absolutely continue our collaboration with Hanneke. We're exploring possibilities globally, ensuring maximum visibility for what she's creating. Who knows, maybe there will be a global expansion of the concept.'
As a closing invitation, Hanneke, and Nancy both emphasized the uniqueness of the show. Nancy summed it up clearly: 'If you want to be surprised and see floral art taken to the next level, you simply must see this show. Even if you can't attend in person, connect with us afterward. We are going to build a community that values and celebrates the art and passion behind floral design.'
With "GROWTH!", Hanneke Frankema and FM Group present an adventurous floral journey filled with innovation, emotion, and sustainability - not just a floral show, but a new experience in floral art.
