Renowned for his original design vocabulary and thoughtful engagement with botanical materials, Joseph Massie represents the United Kingdom with a voice that is both distinctly personal and universally resonant. Joseph combines artistic insight with a strong educational mission. Through platforms like Flower Class and his international presence as a teacher, writer, and podcaster, he inspires a global community while remaining grounded in a deeply personal creative practice.

‘I’d like to think my style is either classic or contemporary, but always authentic to my own voice. Whether I’m commissioned to create permanent sculptures or installations, or maybe you find me demonstrating or teaching a workshop – regardless of where I am in the world or the creative discipline – I always want to give an expression of creativity that feels true to me. I wouldn’t want to live life any other way.’

‘I’ve found my most fruitful quotidian path to be the one in which I follow my own curiosity – a practice of engaging with life, of harnessing the beauty of botanical materials in the way that feels most authentic to me. To dive into one’s curiosity is something I wish every florist would have the time and space to do. It may, on the surface, sound a little self-indulgent, but I’ve found it immeasurably rewarding. It gives you a trove of inspi ration that no other can read – a wealth – and a foun dation that is just yours.’

‘In approaching the competition tasks, I’ve worked fastidiously through this approach. What excites me the most? Where do I find the greatest connection to the work? How can I create something entirely sui generis – a tessellation in which all my ideas, indulgences, and influences converge?’

‘I’ve always found it more rewarding to be the author of your own design vocabulary, rather than chasing trends. Trends are fleeting. Sustainability, on the other hand, is vital. It’s an essential part of my practice, and I think it should be in everyone’s work.’

‘When people ask me what it is I do, I always come up short. If I had to say, I’m an artist, an educator, a writer, and yes, a podcaster. Through my platform Flower Class, we’ve built a truly global learning community, and that feels incredibly meaningful.’ ‘I am so thrilled to be competing in the World Cup Floral Art. It is a huge honour to represent the United Kingdom. I’m looking forward to meeting all of my fellow competitors, but truly – my only competition is myself. I’ll keep my head down, and my eyes firmly on the prize. I simply want to create the best six floral designs I possibly can.’