‘Always a dialogue between the concept and the material’

Armenian floral designer Arman Voskanyan brings together floristry, architecture, and philosophy in a conceptual approach to floral art. Known for his dramatic style and sculptural compositions, he works at the intersection of design and contemporary art, using colour and form deliberately and expressively. Through his studio FlowerStory, he crafts floral narratives that speak with artis
tic depth, all while keeping sustainability and authenticity at the core of his creative process.

‘A floral piece should not simply decorate a space – it must become its focal point, a visual metaphor of an emotion, a theme, or an inner state. My work is best described as a synthesis of floristry, architecture, philosophy, and an intuitive sense of form. I move along the edge of design and art, creating expressive spatial compositions that aim to evoke a mood, provoke thought, and resonate deeply. People often describe my style as dramatic, cinematic, and meaningful – and I embrace that.’

‘My inspiration is a dialogue with the world: nature, architecture, light, sound, movement. A piece of music, a moment in memory, or a specific material can all spark a concept. I’m especially sensitive to colour – it is often the first impulse that drives a design. Usually, I see the final image in my mind before even touching a flower. From there, it becomes a process of translating an internal feeling into form, structure, rhythm, colour, tension, and silence. Always a dialogue between the concept and the material.’

‘Now, I’m drawn to bold, vibrating colours that carry emotional charge and shape the atmosphere of the composition. I love sculptural, architectural lines and often build custom frameworks that aren’t hidden but instead serve as visible, expressive components. These forms guide the structure of the work. Sustainability is part of this thinking. It’s not about refusing tools, but about working smart – reusing materials, employing eco-friendly methods, and showing respect for resources. Sustainability, to me, is a mindset.’

‘I take pride in having represented Armenia at the Europa Cup and in South Korea, not only for the challenge but for the chance to speak through my work to a global audience. Being published internationally is meaningful – it tells me that the themes I explore are understood across borders. My studio, FlowerStory, remains the most important part of my career. It’s where we turn personal stories into floral narratives – where floristry, design, and contemporary art meet.’

‘The World Cup is not just a competition – it’s a dialogue of aesthetics, philosophies, and cultures. To be part of this is an honour, a challenge, and a personal milestone. I think conceptually, use colour with purpose, and work through atmos
phere, structure, and story. Minimalism, silence, the unexpected – these are tools, not risks. They are where individuality lives. That is my voice, my pathway.’

Balanced

This large, sustainable arrangement spans nearly a metre in width and is built on a striking base made from the roots of the Davallia fern. These roots dry beautifully, allowing the bowl-shaped structure to be reused time and again. The frame beneath – made from thick aluminium wire – is completely hidden, serving purely as a strong technical support. Long strands of fern root have been woven and layered into an intricate, textured network, adding depth and natural movement. Around 200 water tubes are discreetly embedded throughout the design, making it easy to refresh and reuse each one. Though robust in construction, the overall effect is organic and artistic – a perfect balance of structure and softness.

Floral Pillar

This striking vertical arrangement stands at an impressive 1.8 metres tall and is built upon a modern tulip vase from Ecri Living – a contemporary nod to a classic Dutch form. Inside the vase, a subtle internal structure of three sturdy aluminium wires supports the flowers, which are placed in tubes for hydration and flexibility. The design rises elegantly in a cylindrical shape, with colour accents in the flowers reflecting the tones of the vase itself. Thanks to its modular and reusable construction, this piece is both visually impactful and sustainably designed.

Wrapped

In this design, numerous glass test tubes in varying sizes have been individually wrapped in ultra-thin wood veneer, then joined together to mirror the shape of the gold-toned bowl by Ecri Living. Flowers are inserted directly into water-filled tubes, ensuring hydration without floral foam. The result is a decorative base made entirely from botanical and reusable materials – perfect for sustainable design and versatile for future use across different styles and settings.

Harmonious Family

This playful yet elegant arrangement features a collection of glass vases in varying shapes and sizes, all from the same design family. Grouped together on a round, gold-coloured base, they form a unified display with a shared foundation. Each vase holds a carefully chosen flower in rich tones of purple, blue, red, and brown – giving every bloom its own space and presence while contributing to the overall harmony.

Energetic

In this arrangement, an aluminium bowl is filled with OASIS® Renewal Floral Foam and finished with a thin layer of clay, echoing the bowl’s shape, and complementing the colour palette. The warm yellow of Craspedia ‘Paintball Pop’ and the deep purple of Clematis ‘Amazing Tokyo’ are both visu
ally and structurally reinforced by the clay surface. Craspedia spheres extend the form, while Phormium leaves reflect the clay’s tone and connect seamlessly with the Clematis. The contrast between purple and yellow creates a bold, energetic composition – both refined and sustainable.