September – October ‘18
Rediscovering
This rustic bridal bouquet includes: Scabiosa, two varieties Heliconia, Echeveria, Ginger pink and white, Cymbidium, olive branches and Tillandsia. Model Tyron gives a preview of this edition’s feature items: colourful and exotic materials with powerful messages.
2 FlowerTales September – October ‘18
Discover the roots of FlowerTales
Editorial
Last spring, we presented ourselves in the truest form and the things we love. We came out of our shell and it felt great! Defining ourselves was a long journey, which was also the case for FlowerTales as we were rediscovering its roots. Cover comment: This image illustrates many things, friendship being one of them. This also applies to flowers, plants and hard goods: they give different people different, positive feelings. They bring people together and tell a story. What varieties do you use and why? In this issue, we are rediscovering trusted colours, shapes and products.
The FleuraMetz app has been given a touch of magic by FlowerTales.
Download the free app on your mobile phone or tablet. Any queries or comments? Feel free to send us an email: info@flowertales.com or message us on Facebook or Instagram.
The story began three years ago, in July 2015. We proudly published our first magazine filled with inspiration, ideas and curated collections. Our concept remains unchanged until this day with the exception that FlowerTales has matured and evolved over time. Its transformation is even more visible this autumn. In this issue, we are being welcomed by warm, autumnal colours. The colours that surround us outside are translated into hard goods, plants and flowers. The FlowerTales trends have truly transformed this autumn. The four styles carry the same names as in spring however, the corresponding persona, materials and features are completely different. Or aren’t they? When we look more closely, we still see the elements from where it all began. There is also room for the future. Be amazed by the preview of the newest trends for spring 2019. We would love to know your thoughts, we know ours. Two of the four new styles are featured on page 32. Join us in our journey and discover the roots of FlowerTales. Enjoy,
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The ! m a e t s e l a T r e w o l F @flowertales_
pinterest.com/flowertales0343 Rediscovering 3
Latin America is the home to different ethnic population groups with different cultures. Despite the differences, there is one aspect, which all these groups share: passion. Passion for music and dance, passion for life and especially passion for the outdoor life. The FlowerTales designers used materials from South American growers for Vero vito. On rich, volcanic soil they grow the most beautiful roses, carnations, callas, ranunculi, exotic flowers and fruits, foliage and more.
Ornamental corn – Amero This package’s ornamental corn is grown on the coastal areas of Lima. The rich valleys of the Andes and humid slopes above the Chanchamayo river provide a natural habitat for the corn. The altitudes of the Peruvian region varies from 0 to over 2000 meters above sea level.
4 FlowerTales September – October ‘18
cob of corn unique
‘Each has its own palette of earthy colour tones’
Siermais Amero
earthy colour tones’ Amero’s signature are the stunningly rich colour combinations. Green, gold, chestnut, chocolate, black, beige: each cob of corn has its own unique pattern of earthy colours that are so typical for Vero vito this autumn.
Rediscovering 5
WORLDLY FLOWERS: The majority of the flowers and fruits from the Vero vito package come from South America. However, FlowerTales flowers are also native to other parts of the world. Discover Vero vito in the FleuraMetz App
The red bromelia Red Paloma When Spanish explorer Christoffel Columbus set foot on South America, he was introduced to a complete new world of native population groups and their extraordinary stories. The legend of El Dorado being one of them. According to the myth, the king of El Dorado bathed in gold each day and possessed an unlimited fortune. In addition to captivating myths and legends, Columbus also discovered many new plant and flower varieties, which he brought back to Spain including the Bromelia. The Bromelia, which Columbus took with him was a pineapple plant. A remarkable, exotic plant to the Europeans at the time.
6 FlowerTales September – October ‘18
However, the Spaniards were more interested in the idea of a secret city of gold than the goods, which Columbus had brought back with him and took off en masse to the unknown land. Unfortunately, their efforts were in vain as El Dorado remains a myth until today. In the end, it were the Belgians, who introduced the stunning Bromelia to the rest of Europe. If the Spaniards only knew how popular the Bromelia would become at the time. The red Bromelia is called Red Paloma and is often sold as a cut flower. Same as all other bromelia varieties, this remarkable variety symbolises protection.
Hardware The rich soil of South America is mirrored in the colours of the hardware: the collection features a palette of clay and earth tones yet is anything but dull. Baskets that are suitable for cut flowers, extraordinary glass, footed pots, lanterns: Vero vito surprises with a varied collection over the next couple of months. And we have fallen head over heels for the indoor candles! Discover Vero vito in the FleuraMetz App
Plants Vero vito features different plants, such as Ceropegia woodii, Tillandsia Avanti and Peperomia prostrata. Look in the FleuraMetz App for their availability.
Rediscovering 7
rentree, autumn
MORE SEPTEMBER ‘18
Cosmea
‘Chocamocha’ BLOEMEN IN SEPTEMBER Flowers of the month are large and small headed gerbera, calla and cut echeveria. View the DIY on FleuraMetz.
September is all about a new beginning, also known as rentree. Autumn is almost here and the schools have started. We get a fresh start and the opportunity to rediscover. September is also the perfect month for getting your feet back on the ground from amazing holidays and into the daily routine.
‘CHOCOLATE MAKES EVERYTHING BETTER’ Is chocolate really that bad for you? According to some sources they are actually good for your health! We choose to believe those sources. Let’s be honest, chocolate makes everyone smile!
Autumn
Equinox starts on
23 September.
These waxed roses are also available under FlowerTales on the FleuraMetz App.
13 International Chocolate Day
5 International
Day of Charity
21 World Alzheimer’s 21 October fest Day
THE SEPTEMBER ISSUE Flowers take over the runway at Dolce & Gabbana and Dior. Leading lifestyle and fashion magazine Vogue confirms: flowers are trending! Flowers pride the cover of this month’s Vogue. FlowerTales featured a similar picture already in May 2016. Floral headpieces: we were way ahead of the trend!
8 FlowerTales September – October ‘18
PLANTEN IN SEPTEMBER The wonderful Ficus microcarpa Ginseng is native to South East Asia and featured in the Moesson collection!
29 World Heart Day
Creativity is not being afraid to be different. It takes madness to jump at an idea that no one els believes in.
Yellow
Colour of the month Yellow is featured in the Impero verde package. We also see different shades of yellow in other styles, this colour is widely represented this autumn.
’Yellow leads to a wandering and changeable existence’
Yellow
Yellow flowers stand for energy, activity, growth and strength. Give them to a caring person, who radiates joy and happiness. Yellow flowers also represent the warmth of the sun, spring and a new beginning.
bold
Yellow. There are so many different shades of yellow out there. All these yellows tell a different story. When we speak about yellow, we mean the colour in general. It does not have a specific meaning. It is simply a display of our love for the colour. Yellow is pretty if you like yellow but doesn’t this apply to any colour?
FIERCE loving
POWER
Richard le Gallienne The history of yellow. Yellow had a bad image in the past, especially when it was used on a book cover. What sensible, decent human being would carry around a yellow book in public? In the eighties (1880), yellow became the colour for artists and thinkers to express their objections against constraining, Victorian ideals. Later, at the end of the century, the colour was praised by Richard le Galienne. The author and poet quotes: ‘Only when you think about it, you realise how many important and fine things are in yellow’. Unfortunately, yellow is also connected to less positive occurrences. In England, the colour refers to ‘Yellow Journalism’, a form of press that uses sensationalised
10 FlowerTales September – October ‘18
stories. The dark history of Jews who were forced to wear yellow stars on their clothing is also commonly known. Having said that, yellow is also the colour of happiness. Nothing is as changeable and suitable to changing trends and seasons as yellow. We now link yellow to the fiery autumn that is upon us. dat ontkennen. Le Gallienne also wrote: ’Yellow leads to a wandering and changeable existence’. After the brief history lesson, no one can deny his words.
rainbow...
...what would I find?’
DENDROBIUM NOBILE RAINBOW
If only I could get to the end of the
Dendrobium nobile Rainbow The flowers on the colourful orchid look as if they are overblown but don’t be deceived! Dendrobiums are almost always sold in this stage and will stay in flower for weeks on end. Want to see more of this package? Turn over the page now and discover Impero verde.
Rediscovering 11
Hardware Lots of room for playful details in Impero verde. The combos of hardware seem like a confused mixture, cheap even at times, such as gaudy footed bud vases and wooden horse toys. The dangling flowers and must-have Magnum bottles are a perfect depiction of the current trailing and hydroponic trend.
Fun making Protea Carnival, also native to Africa, joins the feast. Its exceptional vaselife will make this flower the last one to leave the ball.
Discover Impero verde on the FleuraMetz App.
Last spring, Impero verde was inspired by extreme shapes and colours from nature. This fall, it leans against absurdism. The outspoken and colourful trend reminds us not to take life too seriously but to be young and frivolous. Just like its previous packages, Impero verde includes dyed and colour treated flowers again but this time in a tasteful way. The combinations between flowers, plants and hardware are very different but the overall theme makes sense. The longer you look at the images, the more crazy details you will discover. Even the little toy horses that were actually meant for our Christmas photoshoot tone in. We even brought them with us to our on-site shoot.
12 FlowerTales September – October ‘18
Roos Fiesta
Roos Fiesta Some flowers are always in for a party. The drawings on the petals let you think that the rose has had a paint job. It is 100% natural, the Kenyan and Ethiopian grown rose is cultivated in a special way and develops into a beautiful colour pattern.
petals
...These look as if they have been
dyed
Rediscovering 13
Did you notice
the chair hanging off the ceiling?
Silk waxed roses A special mix of silk waxed roses has been curated for FlowerTales’ Impero verde. To suit different tastes and the package’s character to go beyond limits, these show-stoppers are perfect for a bold autumn. The flowers are incredibly sturdy and look as if they were covered in melted plastic, one of the feature materials for this edition’s Impero verde. This special FlowerTales mix is available on the FleuraMetz App. Select FlowerTales in the menu.
14 FlowerTales September – October ‘18
Absurdism Absudism is a streaming in philosophy from origin. It is the belief that ‘human beings exist in a purposeless, chaotic universe: the conflict between the human tendency to seek inherent value and meaning in life and the human inability to find any.’ Quite the mind boggler. It basically means that we should not take life too seriously. The founder of absurdity was Albert Camus, a French philosopher, journalist and author of novels, essays and plays. In 1957, he received a Nobel prize for Literature. Nowadays, the above mentioned view of life has faded. However, we still find absurdism in art, theatre and movies. Alice in Wonderland or Monty Python to name a couple.
FLOWERS IMPERO VERDE Different flower mixes take the lead in Impero verde. Mixed bunches or buckets used to suffer from a bad image of lesser grade products. Nowadays, growers are putting a lot of thought behind a selection. The mixes are often based on a specific concept or idea. Benefit from the clever convenience of these products! Discover Impero verde in the FleuraMetz App
Rediscovering 15
16 FlowerTales September – October ‘18
‘Friends make the world beautiful’
The boys picked up a bouquet of flowers for Milan’s mum on their way home from school. The bouquet he is holding is made with the flowers for September: large and small headed gerbera, calla, cut echeveria, Carex grass and olive branches.
Rediscovering 17
Art is not what you see, but what you make others see
Heliconia
Put focus on the flowers, use a circular bouquet frame to create structure. 18 FlowerTales September – October ‘18
Frame Floral art is art in its truest form and deserves to be framed. In the left and right picture, you see bouquets that are supported by a frame. It draws attention to the flowers and turns simple bouquets into stunning gifts. Tessa Schoneveld, designer for Meesterlijk Geschikt, explains the how-to:
MATERIALS FRAME Sturdy (currogated) cardboard Bamboo sticks Selection of shells TOOLS Glue gun and glue sticks FLOWERS Bromelia red Scabiosa Raspberry Scoop Scabiosa Cherry Vanilla Scoop Umbrella fern Senecio Maritima Crassula Erosula
1 Take a thick piece of cardboard and cut it in
the desired shape. Here, we cut it in a circle but square is also a wonderful option. Punch a few holes in the cardboard to stick stems of flowers through later.
2 Attach at least 3 pieces of wire or sticks at the bottom to create a sturdy base. It will make the construction easier to hold.
3 Randomly glue on the big shells. Then cover
all the gaps and the rim with smaller shells. If you made holes in the cardboard, make sure to leave these open. The shell frame is now finished.
4 Look for flowers that suit the colour palette
of the shell frame, or flowers that will make a contrast. Hold the frame in your hand, stick a few flowers through the holes you made and hold them in your hand. Put the rest of the flowers through the middle of the circle, then hold the stems in your hand. Tie the bouquet together and put it in a nice vase.
Rediscovering 19
Sensum is more than sweet, gentle and vulnerable. It is expressive and both feminine and masculine. It is about making a statement and to be different but to also have the ability to feel at home in different worlds. The collection features a lot of nude tones that are combined with several clashing colours. This edition’s Sensum collection is home to many worlds and especially suitable to consumers, who love design without being too out there. Just like the trend, the Sensum type is expressive and not afraid to buy statement pieces, outspoken is the key word here. Hardware Sensum’s transparent character has never been this visible in the hardware. Notice the extraordinary coloured glass, in blue and black, in different shapes and heights that give the package an exciting contrast. We also see a lot of round shapes in pots, vases and bowls and the first indoor candles. Discover Sensum on the FleuraMetz App.
20 FlowerTales September – October ‘18
Nothing can dim the light that shines ‘
from within’ Maya Angelou
Anthurium Lumina Flowers with a soft and sweet look may have powerful meanings. Use such flowers to make a statement in designs.
Anthurium Lumina
Rediscovering 21
morning Small and white, clean and bright. You look happy ‘Every you greet me.
to meet me’
FLOWERS IN SENSUM Echinops Ritro, Anthurium Moments, Eucalyptus, Germini Aldonzo, Calla Cantor, Dianthus Solomio Ken, Lily Brindisi. Sensum flowers are different. They give the collection an edge. Discover Sensum on the FleuraMetz App.
22 FlowerTales September – October ‘18
Edelweiss Edelweiss appeared on the white screen more often. The dainty, little flower was also praised in the movie ‘The Sound of Music’. The particular scene in this movie is probably even more famous than the scene we described earlier. It makes the edelweiss, next to the rose, the most romantic flower out there. If you give edelweiss to someone, you are sending them a powerful message of love.
Sisi, the young empress A flower that carries such a powerful message when you make an attempt to pick it is Edelweiss. Famous thanks to its role in the movie ‘Sisi, die junge Kaiserin’. Sisi and Franz Joseph were just married and away on their honeymoon. The happy couple were taking a walk through the beautiful Austrian mountains when Franz sees a dainty, elegant flower on top of a mountain. Brave as he was, he decides to climb this mountain and pick the flower for his wife Sisi. She holds her breath as she patiently waits for him to return with the flower. He must truly love her if he voluntarily puts himself in such danger only to pick a flower for her.
Rediscovering 23
nurture not just the body, but the soul’
‘To a garden is to feed
- Alfred Austin -
Home photography In addition to studio photoshoots, FlowerTales also shoots photos on site every two months. For this issue we were invited to the cut flower garden (De Pluktuin) in Naaldwijk, The Netherlands. A beautiful garden that looks completely different each season. Located in the centre of this green oasis is Marja Grottenboer- van den Ende’s shop, where she sells flowers from the garden: Nature’s Atelier (Het Natuuratelier). Enjoy a cup of coffee or tea under the trees in summertime. It is the perfect place to sit back and relax!
24 FlowerTales September – October ‘18
Rediscovering 25
Amber is derived from the Arabic word al-anbar, the name for the gemstone
Vanda Amber and Mahogany 26 FlowerTales September – October ‘18
MORE OCTOBER ‘18 FLEURAMETZ MAGAZINE FlowerTales also shares its ideas in other places! Browse through the FleuraMetz Magazine, our biannual in-house magazine that is published in: March and September Here you will read everything there is to know about smart and inspiration-based buying.
The last season of the year kicks in with October. The fiery autumn month is the lead up to a warm and merry Holiday season. Everyone is now well-settled in their daily routine. We are looking forward to spend more time together with friends and family. Colourful leaves and rain showers make us yearn for long, cosy nights in. PLANTS IN OCTOBER Plants for October are outdoor bloomers. Now is the time to tidy up the garden before breaking up for winter.
FLOWERS OF OCTOBER The flowers of the month are: The chrysant, alstroemeria en hypericum. especially the alstroemeria with a flame inside witch fits perfectly with the theme of this month: ‘Fiery autumn’
The BIRTH FLOWER of October is CALENDULA and stands for comfort, protection and amiability. We can’t wait until they arrive.
4 Dierendag 5 World
Teacher Day
The calendula is available in springtime until May.
5 World
Smile Day
16 World Food Day 31 Halloween PLANTS FOR AUTUMN
On
28 October the clocks go back one hour.
We see lots and lots of them in interior design lately; plants! They are also wildly popular on social media. Have you seen the hashtag #boyswithplants on Instagram yet? The autumn selection for plants is varied and exciting and offers anything from big, green houseplants to mini succulents or cacti and everything in between.
Rediscovering 27
Unique, strong
colourful match
and Moesson and I are a made in heaven Hardware The Moesson hardware is beautifully enchanting and speaks to the imagination. Gold, fairytale-like vases, round pots that look like distant planets. Combine light, bright colours with dark brown and black hardware to create an exciting play of light of shadow. Discover Moesson on the FleuraMetz App.
The Oriental look that dominated Moesson last spring made way for surrealism and mystic. The trend is still taking us on a journey. However, the course of the journey has changed and becomes an expedition filled with history, symbolism and fantasy. Flowers and plants are senders of messages. This goes far beyond the classic symbolism of red roses for love. Different, meaningful materials and decorative relics are often used in funeral tributes but why wait for this specific moment? Not all things in life have a happy ending but it can still possess a lot of beauty. A cold starry sky is just as beautiful as a warm sunny day. Moesson is for those who want to feel and understand.
The definition; Spiritual or spirituality (Latin; Spiritus). ‘Relating to or affecting the human spirit or soul as opposed to material or physical things. The word can be used in different ways and may relate to religion or higher powers. However, the emphasis is on the personal inner experience.’ Source: www.dictionary.com
28 FlowerTales September – October ‘18
Schefflera on a rock
This is Lova. A plant that loves lava.
Rediscovering 29
Storytellers Roots of plants and trees have strong symbolism and are a delight to incorporate into designs. Autumn leaves tell their own story. Take your time with Moesson, go over it too quickly and you will miss the purpose of the package. The style represents a feeling that can’t be described with words alone due to the cohesion of different products. Every product tells its own story, together they make a wonderful novel.
Plants The Monstera obliqua, Heuchera mix and the Cambria ‘Painter Tropic Jungle’ are a perfect depiction of the Moesson style.
30 FlowerTales September – October ‘18
Extraordinary worlds! When you are in Portugal, in the Greater Lisbon region, make sure to pay a visit to the city of Sintra. A beautiful place and a UNESCO World Heritage site and therefore beautifully kept. Sintra is famous for a numerous of royal castles and gardens that are open to the public. The municipality has a different climate than most other cities in Portugal: cooler in summer and no frost during winter. The year round humid air and perfect weather conditions were the main reasons for the Portuguese king Ferdinand II to build castles around the beautiful gardens. The gardens are planted with exotic varieties as he imported different flowers, plants and trees from all over the world. In the Pena Palace alone are more than five hundred different species of trees to admire. The king wanted a romantic atmosphere throughout the garden, a style that was very popular around 1860.
FLOWERS IN MOESSON Moesson flowers are connected to the mystic and mysterious style in name, colour or shape. Hydrangea Pimpernel Classic, Cymbidium brown, Celosia Inca, Protea Robijn, Sunflower Flame. Discover Moesson on the FleuraMetz App.
Rediscovering 31
game of light
A sculpture and
Faded colours that bring freshness 32 FlowerTales September – October ‘18
‘Pure’ 1. Pure, not mixed or adulterated: a pure Arab horse; pure and simple – nothing more, simply 2. Wholesome, untained, sheer ‘Solas’ 1. Gaelic: Light 2. French: Happiness, fun or enjoyment. This trend mirrors the feeling of being at home where ‘we and me’ are balanced. Thanks to the purity of its character, this trend posesses a form of uniqueness in style, behaviour and attitude, which is recognised in the persona. The natural peace is brought by neutral, pastel tones. This new trend is a spin-off of the Vero vito trend but has undergone some massive changes. What stays is the neutral (or earthy) colour palette. Its effects are enhanced by pairing it with light shades and airy materials in different shapes and applications.
COLOUR PALETTE january - february
CALMING WHITE
SACRAMENTAL GREY
INTIMATE BROWN
COLD METAL
march - april
BRONZE INFERNO
BLEACHED PEARL
PURIFYING BLUE
COLD METAL
may - june
The elements are always and represented.
air, water earth
PURIFYING BLUE
MUTED VIOLET
juy - august MUTED VIOLET
INTIMATE BROWN
PERSONA With attention to everything and everyone, these consumers always stay true to themselves and make sure that they get the room they need to develop. Body and mind are one, which is reflected in the choices they make. This type is defined by simplicity, not in a simple-minded way but timeless and regardless of age. Friendly, sensible and distant at times. Create your own world this spring and wrap yourself in all the nice and beautiful materials that Pure Solas has to offer.
Rediscovering 33
34 FlowerTales September – October ‘18
Hard materials are softened by light colours.
NO ROOM FOR STYEREOTYPES.
‘Urban’ 1. town, city-: (American) urban renewal – urban redevelopment; urban sprawl -suburbanisation. ‘Tane’ 1. Maori: masculine 2. Male: manly (noun, adjective) having qualities or appearance traditionally associated with men: the male sex The dictionary seems to tell us that everything in the new trend orbits around powerful and masculine but at the same time, we see a lot of gentle, female items in this style. This modern mix is recognised for its use of powerful shapes combined with soft details. Robust, angular materials surprise us with a softness in colour or finish. Robust does not equal masculine, it represents solid, strong and made from one piece.
COLOUR PALETTE january - february
MELLOW BLUE
PEACOCK GREEN
ADAM’S GREEN
GLOOMY RED
march - april
UNISEX PINK
HEAVY GRAY
ARDENT RED
FADING FLOWER
may - june
shapes, familiar
Clear patterns and
authentic materials.
GLOOMY RED
MISTER PINK
juy - august ARDENT RED
GLOOMY RED
PERSONA These consumers like clear shapes, familiar patterns and authentic materials. When it comes to fashion and interior design, they have a preferred taste for a tough yet comfortable style. Quality and good looks go hand in hand without becoming lush. Easy-going yet sophisticated. Always on trend, in a very touchable way that appeals to this type of consumer.
Rediscovering 35
Colophon
REALISATION AND EDITORS: The FlowerTales team (Jojanneke Vellekoop, ManĂ´u ten Asbroek, Diana van Zwieten, Romy van Kleef and Nancy van Kleef) SPECIAL THANKS TO: the models, all our colleagues at FleuraMetz HQ
Ordering or want to become a customer? Send it to info@flowertales.com or download the FleuraMetz App
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)
Reactions: info@flowertales.com