Flowers, woman and fashion - SOLD-OUT

From these elements I have created the images in this book. Flowers and floristry have the leading role, but the models, dresses, dress design, hair, make-up, location and structure complete the look, and the result is captured by photography - which is itself an artform. Layout and graphics are the latter part of the process requiring insight, experience, knowledge and skills. Printing techniques and use of materials also demand expertise. It has been a great pleasure for me to work with Finnish professionals who are at the top of their field.

From the floristry point of view, I have sought to create bouquets which complement, and are at one with a woman’s body. You can choose whether to describe the piece as a bridal bouquet, hand-tied bouquet or an arrangement. Traditionally the techniques used to create a bridal bouquet have strong typological influences, and the size and ease of carrying is an important part of the concept of a bridal bouquet or decoration; it is on this basis that they have been classified. My own starting point has been the principles of design and composition – that is, the design elements; but not so much the safe and traditional form, size, style, and type of bridal bouquet. Some of my bouquets are based on the architectural, while others on plant species. I have worked innovatively with traditional techniques searching for new methods and ideas; but on occasions, traditional form may be my starting point.

There is nothing new in floristry. The existing is only renewed and improved following the phenomena of its time. Having said that, you can still always recognise an artist’s own particular style and right now the guiding principles in my work are ‘less is more’ and ‘simplification gives mastery’. We have to remember though that these principles are always interpreted by an individual, who bases his opinions on his own experience, knowledge and skills. Design and composition can be classified in so many ways, and that is invaluable in floristry. Whatever the starting point and idea may be, the result is decisive and the balance can be seen. For me, in over 20 years of floristry, studying the materials has been fundamental and every day I ask myself “what can I do with this material that hasn’t been done before?”. This is the core to innovative floristry.

I hope that this book gives you much pleasure.



INNOVATIONS
ISBN 951-98 865-0-8
Publisher: Hana edition, Helsinki, Finland
Published: 2001
Hard cover
Size: 35 x 24,5 cm
Pages: 168
Photographs: 154
Price: 85 € + postage SOLD-OUT