Floral design has traditionally been treated - perhaps because of a perceived lack of creativity and risk - as minor discipline compared to other visual arts such as fashion or interior design. This seems, however, to be shifting, with floral art gaining relevance and creations inspired by a contemporary aesthetic, proving its stylishness and innovation are increasingly being shown.
A good proof of that is BLOOMS: CONTEMPORARY FLORAL DESIGN, a new book published by PHAIDON. It showcases modern floral designs by more than 80 designers from across the globe.
It features florists such as Flora Starkey (United Kingdom), Les Ephemeres (Australia), Cultivated (Canada), Loose Leaf (Australia), Thierry Boutemy (France), Makoto Azuma (Japan), Coyote (Canada) and The Wunderkammer (Holland) in a selection chosen by specialists in the industry, like perfumer Lyn Harris of Miller Harris or the floral design icon Eric Buterbaugh. In our opinion, what is important about this book is the innovation in this discipline, either in the style or by pushing the boundaries of floral design and reaching out to other artistic disciplines.
BLOOMS certainly indicates the blossoming health of the flower scene and its influence across contemporary visual culture. Over 272 pages, the book offers more than 500 gorgeously-produced illustrations that offer an insight into the great ambition of current floral designs. There is immeasurable talent in this book, shown in forms from the bouquet to large installations, and it represents the diversity of a movement that enhances the natural versus the artificial and is now promoting more sustainable approaches.