Outdoor life July – August 18’
1
Outdoor life
Summer is finally here and holidays will be starting soon. Colourful, fragrant and expressive, it’s a season we love. The outdoor life is about to start but how do we bring this open air ambiance inside? Partying and singing is great fun but maybe a bit exhausting to do every day. Enjoying endless barbecues and outdoor get-togethers on the other hand is a much more relaxing activity. We must not forget an important trend however this summer: Sensum. The virtual world is becoming more and more dominant and we see it back as a trend among consumer this time. Everything is shared on social media nowadays. Show the world where your are, who you are with and how you are enjoying life has become the norm.
This summer, we will be travelling and hope to see lots of beautiful elements from nature and Europe’s culture. We will share everything online. Not as holiday pics but as virtual art. Making things look almost real…
2
‘‘Go play outside!’’
3
Dear dad,
You fix my bicycle when it’s broken. You take my hand when I’m scared. You tell me a story when I can’t sleep. You are my best friend when I feel lonely. You are there for me whenever I need you. Dad, this one is for you. Source: lessenvanlisa.nl
SPECIAL OCCASIONS We always think of mum when it comes to flowers. However, this month is about our love for dad. Whoever said that flowers are only for women is sadly mistaken. Bouquets nowadays also come in a rustic, dark look. But in the end, it is all about the gesture. Honestly, fathers do not care what flowers they receive, as long as it was a gift to him from you.
NATIONAL FAIRY TALE DAY 7 JULY 2018
JULY FLOWER MOMENTS 1 July 6 July 7 July 11 July 15 July 18 July 23 July 30 July
- Keti Koti (Independence Day Suriname) - International Day of Cooperatives (UN) - International Kissing Day - National Fairy Tale Day - World Population Day (UN) - Young Talents Day (UN) - Mandela Day - Pink Monday - International Friendship Day (UN)
AUGUST FLOWER MOMENTS 12 August - International Youth Day 13 August - International Lefthanders Day 19 August - World Photography Day - Romantic Music Day
4
INTERNATIONAL KISSING DAY 6 JULY 2018
5
Plants have outgrown their status of trend a long time ago. Everyone is doing something with greens and plants nowadays. The many different shapes, foliage, textures and sizes make it very easy to put something distinguished together. Summer bloomers are great for creating that happy feeling of freedom. These mad seasonal plants have striking, ridged foliage and colourful petals that will bring a warm summer breeze to every home.
(Helianthus, limonium Sinuatum, Aster)
PLANT SPECIAL 6
The happy sunflower is the poster girl for life outdoors. Her beautiful, large flower and intense, ochre petals is a celebration of life. Summer is also found in the Aster, better known as September flower, with its happy little daisies. Let’s not forget about the stunning statice that only shows colour when it is cold. However, when the temperature rises, the little florets will start to peek through. The wide range of colour and sunniness in each of these varieties are essential for floral design these couple of months. AUGUST – ATTENTION
(Anthurium, different proteas, nutans etc., Heliconia, Strelitzia)
Sunny South Africa and Portugal bring us amazing Proteas and Nutans. These striking flowers can blend in or make a statement; perfect for straight line bouquets, wonderful in mixed flower hand tieds. Exotic Heliconias and Strelitzias have the same effect and so do Anthuriums. These types of flowers are your go-to products for creating a personalised bouquet and will elevate any basic hand tied. You see how easy it is to create something special when you put your mind to it? These flowers are great to last. Therefore, you will have their full attention in return.
FLOWER OF THE MONTH
JULY – SUMMER FLOWERS
7
Elevate your shopping experience with the FlowerTales themes SHOPPING IS ALL ABOUT EXPERIENCE NOWADAYS, IT HAS BECOME EVEN MORE IMPORTANT THAN THE PRODUCT ITSELF. WE HARDLY SEE GARDEN CENTRES ANYMORE, WHO DO NOT HAVE DIFFERENT THEMED STYLE ROOMS. DEPARTMENT STORES ARE SO CLEVERLY DECORATED THAT IT MAKES YOU WANT TO WALK INTO ONE OF THE POP-UP ROOM AND CURL UP ON THE SOFA. SHOULDN’T WE BE APPLYING A MINI VERSION OF THIS SHOPPING EXPERIENCE IN OUR OWN WORK?
SHOP IDEA! 8
By working with different themes or styled settings in the shop, you can appeal to multiple customer and target groups. How does this work? Take the FlowerTales trends for example. Not only does every trend has its own colour palette, it also has complementary pots and vases. Limited in space? A dressed-up cabinet or table in a specific theme or even a piece of wallpaper can do wonders. The style of floral design and the method of tying flowers are also under the influence of trends. A outspoken trend demands outspoken flower design with frames in gold or copper for example. A country theme requires airy garden bouquets. Even a small kiosk has enough space to offer different styles of bouquets and trends. The tying technique and wrapping is what sets one bouquet aside from another. Are you planning to re-do the shop this summer? Go for a complete make-over rather than moving around furniture. Try dividing the space in different themes or trends instead of product groups. Need more inspiration? Borrow the FlowerTales trends from this magazine!
9
Impero verde VIRTUAL ART Virtual Reality is hot and not only among scientists. It is a handy tool to have in the shop but when it comes to flowers, it needs some rethinking. Flowers represent human emotions, which will not become virtual very easily but the technique is already there. The Impero verde trend is close to nature but abstract enough to incorporate virtual elements. The use of technology in shops has been accepted a long time ago. So feel free to grab hold of digital inspiration and share this with customers. Impero verde is more than just flowers in a shop. It is a source of inspiration and a license to try out anything. Even if an idea may seem a bit crazy at first. This collection’s colours may seem a bit feminine through the eyes of men but for women, these are simply beautiful. What we think of it? Don’t be misguided by the colours you see and look at the collection yourself.
Flowers: Rose New Orleans, Anthurium Kaleo, Rose Early Grey, Dahlia Franz Kafka, Hydrangea Rodeo purple, Ageratum Blue Horizon
5195 C
This image shows a rustic home collection. Bright colours that do not overpower. The combination you see is edgy, raw even. The contrast between the plants and the waxed rose is huge yet still natural. It is an extraordinary item to look at and forces you to keep looking at it. It triggers you because you can’t seem to define it and it makes you keep staring until you have figured it out. This is what we call an eye-catcher.
324 C 689 C zilver 2216 C 663 C
10
11
Consider this a virtual hug
PANTONE 324 The queen of summer gardens must be the hydrangea. We have trimmed her down this year so we will have to wait another 12 months before we can enjoy her flowers. Luckily, there is a simple fix for our temporary problem: cut hydrangeas. The colour of cut hydrangea seem even more intense and wild. Honestly, who would want to miss out on these vibrant shades this summer?
PANTONE 698
Dahlia Purple Fox PANTONE 2216 C
Instead of an orchid in a pot, opt for a bowl with multiple orchids. Use the same or different varieties to inspire consumers. Put it on the dinner table, side table or make it a statement piece in the living room. These ideas are easily recreated in the shop.
ZILVER 12
It is clear that Impero verde is very close to nature. Green is therefore key. In an overwhelming world of purples and pinks, these little green pots will bring balance to the collection.
- Green is balance, harmony, growth and refreshing 13
Sensum ON A JOURNEY The virtual world is becoming more and more dominant and we see this back in the ‘real’ world. Customers who often buy from you are also overexposed to digital stimuli. Information is everywhere and our brains are having a hard time processing it. The Sensum collection is here to help. This edition’s collection shows an experience without virtual stimuli, only calming pastel shades and an open atmosphere. Reunite your customers with the real world.
202C 4985 C
Flowers: Chrysanthemum Santini Pimento, Carnation Solomio Ken, Dahlia Black Fox, Carnation large Cover, Gladioli Essential, Nutan dyed aubergine, Rose Adele, Carnation Raffine Lola.
14
She’s a tad more edgy this season, a bit darker but still brightly shining. Vases filled with the most beautiful and biggest dahlias and other flowers. The flowers are angular but the soft pastel colours tone them down making them friendlier and soft. On the left is a bouquet that is both rustic as well as friendly and soft. The key elements to this look are the colour of the vase and the colour combination of the flowers.
2015 C 422 C 7604 C Vanilla ice
15
This bouquet includes: Curcuma Alismatifolia, Dahlia Black Fox, Gerbera Lemonade, Lily Zelmira, Rose Adele, Banksia Menziesii
PANTONE 422
This brightly shining flower reminds us of the sun when you look at her gorgeous shape. The Dahlia Café Au Lait is amazing and huge. To make the most out of her beauty, use her in hand tied bouquets or on her own in a vase.
PANTONE 4985
A journey of a thousend miles begins wtih a single step
PANTONE 202
– lao Tzu
PANTONE 2015 16
These pots may seem familiar to you, and you are right. They have been the star of an earlier ‘Moesson’ collection. It had a different purpose there but the pot had the same effect on that theme as it does here. It makes the packages darker and more rustic.
In this picture, it is made clear that pots or vases do not have to come from the same series. A mixture of different pots from the Sensum package has something playful and shows consumers how to combine different colours, shapes and sizes in a window-sill for example. 17
18
19
Vero Vito JUST AS REAL Everything that was popular in the old days is now wanted again. The artisan look of these products have never been this attractive. Nowadays, everything is a copy of something, a remake or an illusion that is made to seem real. Vero vito is about authenticity of life. We are not sure whether life can be authentic but people and decorations certainly can. Creating authenticity is creating an authentic feeling that makes things become real.
Black 7C
8005 C
Flowers: Hypericum Coco Uno, Eupatorium Braunlaub, Rose Alchemy, Calla Castor, Bouvardia Royal Two Tone Pink, Delphinium Dewi Spijker
The colours of this collection are dark but also include sand and different shades of bronze. You could say that this colour palette is perfectly balanced. They are not combined with bright, vibrant colours but light shades giving a soft touch to the harsh materials and colours of the hard goods. In the picture on the left, you see a combination of new, shiny materials and a frame of brushed steel. The colour of the garden bouquet is an exact copy of the collection’s colour palette.
In a world full of trends, I want to remain a classic
7604 C 7604 C 482 C P1-3 C
– iman
20
21
The flowers in the frame with bud vases: Rose Black Baccara, Rose Bounty Way, Calla Cantor, Salvia leaves.
PANTONE 7604 PANTONE 8005 C
In the last edition, these ceramic footed pots were the talk of the day. Now two months down the year, they are still perfect for this collection.
SOMETIMES THE PURPOSE OF THE THORN IS SIMPLY TO DRAW ATTENTION TO THE ROSE
– CRISTEN RODGERS
PANTONE 482
The black metal furniture are easily put together and very handy for creating a home setting in just a jiffy. Fill the drawer with plants or little succulents, so that when someone opens the drawer, they will see a nice little surprise. Let your creativity flow over these beautiful furniture.
22
PANTONE 7604
23
Moesson
EYE TO EYE The human world is looking eye to eye to its digital counterpart. The real life emotions you feel are easily expressed online. Flowers remain unique in the merger of these two worlds. Giving virtual flowers hardly makes any impact, in real life on the other hand it is one of the best gifts one can receive. It triggers your senses in a way that is not possible yet digitally. The Moesson trend triggers you even more. Therefore, let go of the virtual world and thoroughly enjoy the intense outdoor life that can be recreated with this stimulating collection.
Flowers: Paranomus Reflexus Pink, Lisianthus Adom, Rose Honey Avalanche+, Carnation Tolima, Campanula Medium Champion Pink, Germini Voldemort, Carnation Solomio Sem.
24
697 C
A warm, eastern wind is blowing through this collection. Moesson seems a lot more classic than before. It looks especially classic in the home photography and shows you that this collection is suited for any interior. It is varied and triggers all your senses. Warm colours translate the sunny weather into indoor spaces. This colour combination in bouquets is hardly extraordinary yet they are in harmony bringing a feeling of peace and calm. Calmness to forget all the stimuli around us letting you focus on the healing properties of Moesson.
7471 C 2030 C 2033 C 7527 C 237 C
25
PANTONE 237
Dark colours in this collection give a calming contrast. Using bright colours alone will take it out on your eyes eventually…
It is almost unique how the flowers and hard goods from this collection match in colour. It truly shines making this the most powerful collection of all.
If you can’t look on the bright side I will sit with you in the dark
PANTONE 2030
– MAD HATTER
The begonia Valentino is almost the same colour as pantone 2033. This is incorporating plants and flowers to interior trends made easy.
PANTONE 7471
- your eyes stole all my words away – !
PANTONE 2033 26
27
- Seek magic everyday -
28
29
Colophon On behalf of the FlowerTales team Jojanneke Vellekoop, Bianca Rijkenbarg, Meesterlijk geschikt, ManĂ´u ten Asbroek, Veronique van Campen, Diana van Zwieten, Romy van Kleef and Nancy van Kleef), we would like to thank for this photoshoot: the models, all our colleagues at FleuraMetz HQ Aalsmeer and Honselersdijk, the purchasing team for flowers and plants, our heroes from hard goods and decorations and all the colleagues, who translated this issue into other languages (Eric MĂŠgel, Vanessa Beysson, Hillmee Shek and Sara Hildebrandt)