‘Staying true to myself and my strengths’
With a thoughtful and intuitive approach, Franka Roenhors blends versatility with sensitivity in her floral work. Known for her balanced compositions and openness to experimentation, she navigates between seasonality, sustainability, and personal expression. Her designs reflect an ongoing search for originality while remaining firmly rooted in pure aesthetics and craftsmanship.
‘I wouldn’t say I have a very recognisable style. What I do enjoy is working with rounded forms and harmonious colour combi nations. My work is versatile – I love experimenting with different materials, techniques, and colour schemes. Each new creation arises from this exploration, allowing something unique and fresh every time.’
‘Inspiration can come from anywhere. I’m always observant of my surroundings and nowadays frequently browse online for inspiration. I’m especially attentive to shapes, materials, and colours. Even something simple like an outfit someone is wearing can spark an idea. Once an idea takes hold, I initially develop it in my mind, visualising clearly, and then, if possible, I sketch it out on paper.’
‘I prefer to focus on what’s seasonally available. Every season offers something beautiful, and naturally, I have certain seasonal preferences. With techniques, I’m continually exploring – often using familiar methods but experimenting with new materials, colours, or bases. This process challenges me to constantly improve and refine my style, helping me understand better what resonates with me and what doesn’t.’
‘Sustainability plays an important role, especially as a shop owner. In competitions, I genuinely try to remain conscious about my material choices. I dislike buying materials simply for the sake of it – particularly for competitions. Naturally, thorough testing is necessary, but I make sure to reuse materials whenever possible.’
‘I’m especially proud of recent projects that I’ve been able to undertake independently, under my own name. Often my work has been in collaboration with my partner, Hans Zijlstra, or linked to our shared business. Being personally invited as Franka feels incredibly validating – it recognises my individual identity and contributions. I hope many more beautiful projects will follow.’
‘Representing the Netherlands at the World Cup makes me extremely proud – especially since it’s taking place in our own country. Having previously experienced Hans representing the Netherlands at the World Championship in America, it’s truly amazing now to share this experience again, but with reversed roles.’
‘Ultimately, I’ll do my very best, staying true to myself and my strengths. Handling pressure well and maintaining good oversight are qualities I trust, although competition nerves can always surprise me. Most importantly, I’ll be authentically Franka – that’s how I believe I can truly stand out.’
‘Always looking for elements that add movement to my designs’
With an expressive style rooted in Latin American culture, Oscar Vilela balances minimalist elegance with vibrant, cultural influences. His floral arrangements are known for their creative spontaneity and the thoughtful integration of diverse materials, giving each piece both movement and vitality. Oscar’s intuitive ability to capture the spirit of his surroundings uniquely positions him in the world of contemporary floral design.
‘When developing ideas, I integrate my comprehensive technical knowledge with inspiration drawn from my cultural and natural surroundings. This practice ensures that each design acquires a distinct character, reflecting the uniqueness of the environment where I’m working. It’s essential for me to maintain diversity in my materials, always looking for elements that add texture and movement to my designs. At this moment, I am particularly fascinated by combining a variety of floral and non-floral resources, enriching each piece with spontaneity, and capturing my individual essence.’
‘Sustainability naturally aligns with my creative philosophy, as most of the materials I use are sourced from renewable natural resources. Being environmentally conscious is inherently tied to my process and something I deeply value.’
‘Looking back, participating in the 2022 World Cup in Poland at the EIAF exhibition stands out as one of my proudest achievements. It was an incredible expe rience that affirmed my passion and further ignited my dedication to floral design.’
‘Currently, taking part in this World Cup represents the most significant challenge of my career, and I am thrilled and honoured to showcase my floral art on such a prestigious platform. For me, being able to present my vision creatively and innovatively to the established themes, already feels like winning.’
‘My strongest quality as a floral designer lies in my passion for design, expressed through spontaneity and innovative use of both floral and non-floral materials. This spontaneity distinguishes my work, allowing me to authentically capture and convey my vision through every floral composition I create.’
‘A story always begins with a small idea’
With a refined eye shaped by the traditions of Ikebana, Hiroto Inoue of Japan brings a quiet, contemplative elegance to the world of floral design. His work balances form and emptiness with intention, using authentic Japanese materials and sustainable practices to create arrangements that are both grounded and poetic. Rooted in simplicity and guided by intuition, Hiroto’s artistry invites the viewer into a space of subtle beauty and thoughtful expression.
‘My work is rooted in the quiet, deliberate discipline of ikebana. Within my ikebana-style flower arrangements, I seek balance and space – between form and emptiness, stillness, and movement. Many of the materials I choose come from Japan. They are authentic and carry with them a sense of place, of history.’
‘Inspiration can come from anywhere. Flowers, materials, shapes, interior spaces, et cetera inspire me. An idea begins small – almost invisible at first. A curve. A gap. A gesture. A story always starts with a small idea. I build from there, letting the composition unfold naturally. When a form is right, you can feel it.’
‘I choose materials that are readily available. Sustainability is not something separate from design – it is part of the thinking from the beginning. I reduce waste, use eco-friendly Oasis, and avoid excessive packaging. These are simple choices, but they matter.’
‘When I think about what I am most proud of, my answer is very simple: being able to participate in the World Cup. That alone is enough.’
‘I am very pleased to be able to take part in a competition in Europe, the home of floral design. I have the greatest respect for European floral designers – they are always on the cutting edge.’
‘If a designer is enjoying themselves, the flowers will bloom vividly and beautifully. That is the most important thing. The role of the floral designer is not to control the flowers, but to let them be what they are – beautiful.’
‘To compete is to share beauty’
Floral artist Rodolfo Casati brings together four generations of horticultural heritage. His concept-driven approach is rooted in biology yet unbound by convention. He transforms unexpected materials and objects into elegant, transparent compositions. Committed to sustainability, Rudy’s work encompasses both intimate designs and monumental installations, earning him a reputation as an inventive voice in contemporary floral design.
‘I tend not to follow predefined rules or standards. I love to experiment. Still, elegance, naturalness, and transparency often surface as a common thread in my work. Creating something that appears simple – but is never banal – is for me the most difficult and rewarding challenge.’
‘I observe everything. Lines, movement, tension… the energy that gives soul to things. Landscapes – the woods, the mountains, the sea – anything that can fascinate me. That fascination is where I begin. Every design starts from a concept. Expressing an idea, a mental image, through colour, materials – botanical or not – awakens curiosity and emotion. That’s the goal: to excite myself and the viewer.’
‘I have a deep affection for materials with personality. It’s not about commercial value; it’s about poetry. Sustainability? It’s a popular word now, but it’s been important to me long before it became a trend. I love giving new life to what others discard – from garden clippings to un expected objects. Some of my favourite materials come straight from my own garden – zero kilometres, full of meaning.’
‘There’s great satisfaction when creativity flows into large-scale artistic projects and installations. I’m particularly fond of moments from places like Alden Biesen, Oxford, Chaumont-sur-Loire, Venaria Reale in Turin, Huis Ten Bosch, Myplant in Milan, and the schools – Minoprio, where I now teach, and Vea, Sikastone in China. Each of these has given me something unique.’
‘Floral design is more than a profession; it’s in my blood. I was born into a family of florists, gardeners, and horticulturists – four generations deep. I always knew what I wanted. After studying at the Minoprio School, and later Biology, I immersed myself in our family business while teaching, designing, and travelling. Whether I’m working with Sanremo Italian Style, at festivals, classrooms, or expos in Russia, Japan, or China, my focus stays the same: passion, emotion, structure, and soul.’
‘The World Cup is a powerful opportunity to test myself. I’m no longer the youngest, but that doesn’t matter. To compete is to share beauty. And in a world that has perhaps forgotten how to marvel at the simple things – like a flower – that beauty becomes even more essential. That’s how I want to stand out. Not with tricks or spectacle, but by creating moments of true emotion.’
‘Maybe my strongest quality is thinking outside the box’
Inventive and expressive, Gábor Nagy from Hungary brings a fearless, experimental approach to floral design. With roots in fine art, he blends structure, bold colour, and unconventional materials into fresh, surprising compositions. His work is characterised by creative thinking, technical awareness, and a deep sensitivity to sustainability – both in competitions and in the day-to-day reality of running a flower shop.
‘I like to describe my signature style as bold and experimental. I’m always curious about using unusual materials or taking familiar ones and finding a completely new way to work with them. Colour plays an important role for me too – there’s something exciting about creating with vibrant combinations. I think what really defines my approach is how I blend my fine arts background with floristry, trying to push boundaries and develop something that feels fresh and different.’
‘Inspiration comes from everywhere – fashion, art, music, dance, architecture – but nature remains my greatest source. Sometimes it’s just a shape, a rhythm, or a detail in a plant that catches my attention. I tend to store ideas in my head, often combining two or three influences, and when the right moment comes, I try to bring them to life.’
‘My preferences shift often, so I can’t really name just one material or flower. I’m drawn to things that are a bit unusual or unexpected. Pot plants are something I especially enjoy working with. I also pay close attention to sustainability in everything I do. I try to make my work as natural and eco-friendly as possible, not only in my creative projects but also in the daily operations of our flower shop.’
‘There are a few moments I’m particularly proud of – winning Eurofleurs in 2017 and placing second at the Europa Cup in 2022. But it’s not only about competitions. I’ve had the chance to lead a lot of workshops and demonstrations in recent years that left me with strong memories and a real sense of connection. Those experiences have shaped me just as much.’
‘It feels great to represent Hungary at the World Cup. I’ve really missed the atmos phere of international competition, so I’m looking forward to the whole experience – being there, creating under pressure, and seeing how others approach the same challenge.’
‘My aim is always to be creative, to bring something special, something unexpected. Maybe my strongest quality is thinking outside the box – and just being myself. That’s what I plan to do: show up with my signature style, stay authentic, and let the work speak. I’ll see what happens.’
‘My only competition is myself’
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.’