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.

'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.

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.

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.

After more than two decades at the helm of Smithers-Oasis Benelux, Chris Martens is stepping down as managing director. A great moment for a candid conversation about innovation, sustainability, his love for the flower business and the people who create it.

Flower stylist Franka Roenhorst (35) finished fifth at the World Cup Floral Art in The Hague in August 2025. As the brand new Dutch champion Floral Art (January 2024), she entered as the Dutch delegate in a field with the world's best. The competition required sharpness, creativity and stamina - and earned her a place in the leading group. In this interview, Franka looks back on the competition, the preparation and the choices she made along the way. How did she stay close to herself, what worked well, and what will she take with her toward her daily work and new plans?