The temporary installation was inspired by the thirteen herbs that Ricola uses in its famous herbal candies. Visitors walked through a tunnel where scent, texture, herbs, and plants came together to create a multisensory experience. The installation was open to the public from June 5 through 8 at Antwerp’s Groenplaats. Afterward, approximately 1,300 herb plants were distributed to visitors.
According to De Houwer, the focus was not on the decorative value of flowers, but on the experience they can create. In a post on LinkedIn, he wrote that he asked himself beforehand what people need most today in a busy city.
“Not more information. Not more stimuli. Not more speed. Maybe just a moment to breathe.”
That thought formed the starting point for the tunnel, which was intended to allow visitors to temporarily escape the hustle and bustle of the city. De Houwer described the project as a place where nature can be experienced through all the senses.
He also emphasized that premise in conversations with the Belgian press. “I didn’t want to create a traditional floral installation, but rather an experience that makes people slow down for a moment. A place where scent, texture, and herbs come together and where you literally walk through it,” said De Houwer.
The installation demonstrates how floral design is increasingly being used as part of brand experiences and public events. In doing so, the focus shifts from the floral work itself to the emotion and memories a design can evoke. As De Houwer himself puts it: “I don’t create arrangements. I create experiences.”
