FLOWERS IN STORE
Last week, at the first edition of Salon during Amsterdam’s fashion week, floral engineer Andreas Verheijen created blooming storefronts with a variety of chrysanthemums. Using them in unusual ways, he proved again that one can be avant-garde with even the most common flowers.
Salon, a new initiative intended as a reflection on fashion and culture, is focused on generating ideas. Concept-driven more than consumer-oriented, it is about being at the beginning of the creative process.
In a similar way, flowers are often at the beginning of a concept: bearers of a new message, symbols of a fresh start, flowers can play a very important role in communicating, inspiring and expressing culture.
Alive and lively, seasonal and varied, flowers express ideas in breathtaking ways. Not only do they inspire designers but they also draw visitors into spaces, naturally.