Lavish bouquet-filled tablescapes fill our feeds and online orders for bouquets are booming—the internet has transformed the floristry industry, and we’re lapping it up.
No one knows the power of social media better than Bryce Heyworth of September Studio. The florist’s dancing videos regularly go gangbusters online, catapulting his sculptural flower designs into Aussie’s homes.
Heyworth’s savvy social skills and desire to do things differently are two of many reasons why he was selected as a Lexus collaborator for this year’s LANDMARK by Lexus at the Melbourne Cup Carnival (MCC). A luxury experience inside the Birdcage Enclosure at Flemington Racecourse, LANDMARK by Lexus is all about inspiring change for the better.
As for what Heyworth has in store? The florist's unique arrangements have been carefully pieced together to compliment the luxe interiors and immersive experience. “I don’t want to give too much away, but we’re working on big, bold sculptures and colours that we’re known for."
"We want people to walk in and think, ‘I’ve never seen something like that before," shares Heyworth.
To get a glimpse into the future of floristry, we joined forces with Lexus and asked Heyworth to share his creative inspiration and predictions.
From Ceramics To Floristry: Different Mediums, Same Design Principles
Heyworth’s unconventional background as a ceramicist is fuel for a different approach to floristry—one that sees him work more as an artist than a traditional florist.
“Not coming from a floristry background has allowed me to experiment in ways that aren’t traditionally florist-focused. I look at using flowers as a medium and experiment with colour, texture and shape to come up with new ideas and design principles,” shares Heyworth.
“Like an artist, I start with sketching an idea, then moving from shape into form and colour.”
Pushing Boundaries Through Multidisciplinary Design
Like any good creative, collaboration is crucial to Heyworth's process. “There are so many amazing floral designers out there pushing the boundaries of what florals are as a medium,” shares Heyworth. “You’ll see with the designs we’re doing for LANDMARK by Lexus, we’re trying to push the boundaries and collaborate with other mediums.”
While many creative industries have seen loads of innovation over the last 100 years, Heyworth believes the floristry industry has bloomed over the last 20 years. “We've seen a real resurgence in cool artists using flowers as the medium and creating stuff that pushes the boundaries of what's possible with florals.”
“I’m constantly getting inspiration not just from other florists, but from painters, sculptors and artists, which makes me excited for the future of floristry.”
On Sustainability And Keeping It Simple
Like many florists, Heyworth is conscious of his environmental impact. “We’re conscious of our eco-footprint. We select seasonal flowers purchased from reputable local growers, we do what we can to cut down on plastics, we wrap in paper and we recycle paper.”
Keen to hear more about Heyworth's work? At LANDMARK by Lexus, the florist will be breaking all the rules and looking at a design-forward approach to come up with innovative ideas that will blow guests' minds. Learn more about LANDMARK by Lexus here.
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Images: Supplied