'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.

A small anthology

Inspired by the Dutch Masters

'Flowers can literally let you speak'

'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.'

"Hearts just remain my favorite!

Awarded for her perfect technique and eye for detail, floral designer Hanneke Frankema's working method combines aesthetics with functionality and symbolism. In Afscheidsbloemwerk, Hanneke searches for stillness, symbolism and tactility.

'I love floral work with a mix of many kinds of flowers and details in which a lot can be seen. However, for this series I have mostly deliberately chosen fewer species and a clear form language: Simplicity but a powerful form is also very beautiful. It is then about the art of omission.'

'What that produces? Cuddly texture, for example, from soft Clematis fluff or finely feathered foliage from Asparagus. Nice skin from Hypericum berries, which dry in nicely, also works well. All this, of course, on a bio base and fixed for long lasting durability. Nice carefully placed details, such as inverted Clematis flowers or sinuous Allium stems, bring enough movement or, on the contrary, form a quiet focal point without disturbing the overall picture.'

And again and again, the heart shape returns as a timeless symbol of closeness and remembrance. 'Hearts simply remain my favorite.'

'Simplicity, but in multitude'

For Iris van Werkhoven, even after years of working in the industry, the love for flowers has never waned. 'Through flowers I can translate my feelings.
They bring atmosphere, tell stories, and give space to thoughts and associations. As soon as I work with flowers, my motivation comes naturally: it's my profession, and my passion.'

'I get my inspiration from nature, which continues to surprise with shapes, colors and textures. I also follow a wide range of interior designers, artists, botanical illustrators and green stylists through social media. My algorithm - nothing but pretty pictures - feeds my creative process daily.'

'I think autumn is the most beautiful season of the year. The rich, warm hues, the play of light and shadow and the color saturation in nature appeal to me enormously. I like simplicity - less is more - and therefore often work with few types of flowers within an arrangement. Repetition and rhythm bring tranquility and strength to floral arrangements. Simplicity, but in multitude.'

'I like to work with whatever the season has to offer at the time in terms of seasonal materials such as hanging Amaranthus, grasses, berries and tendrils - also beautiful in their transience. Locally and internationally, I signal more attention to texture, impermanence and natural form. Less austere, more character. That is also my signature.