- Written by Hannah Dunne
- June 21, 2017
Each year, florists representing the crème de la crème of the floristry industry are chosen to take part in a special photoshoot for British Flowers Week, showcasing truly spectacular best-in-class designs. Today is Day #3 and so new designs by Matthew Richardson at Urban Flower Company have been revealed! Matthew’s industrial style creations celebrate seasonal British greenery at its very best, proving Pantone’s colour of the year really can steal the limelight.
Florists are asked to create three floral designs; a showstopper, a technical challenge, and a signature arrangement, all celebrating the best of British flowers and floristry. Entries to this year’s competition to choose five florists were judged by a panel of British flower ambassadors including head judge and royal florist Simon Lycett, joined by Shane Connolly (celebrity florist and florist by appointment to both HRH The Prince of Wales and HM The Queen), Alice Vincent (Daily Telegraph journalist ‘treading the line between plants and pop culture’) and Amy Gray (Horticultural Adviser and National Farmers’ Union).
An independent flower and plant studio in North London, Urban Flower Co are inspired by botanical influences to create unique designs in a signature natural and unstructured style. Created and headed up by Matthew Richardson, these Flower Market regulars play with textures and tones with a heavy focus on one thing: greenery. Foliage features in a big way in all they do, from their selection of weekly-changing seasonal bouquets, to their installations, special commissions for events and weddings and styling projects and the wide selection of unique botanical plants on sale in the shop. With their fresh approach to floristry as an antidote to the chaos of urban living, Urban Flower Co are using British Flowers Week 2017 to put greens on the map.
Showstopper Design | an installation featuring bundles of copper beech, ferns, cotinus, trailing jasmine, genista, skimmia, ivy, oak, privet, grasses and coculus
Technical Design | a suspended, minimal Japanese inspired design encompassing two garlands of foliage mirroring each other
Signature Design | a green hand-tied brimming with copper beech, beech, coculus, bupleurum, broom, mint, variegated ivy, dicksonia ferns and grasses
To find out more about the inspiration behind Matthew’s designs, the technical details and flower content for each, to see more photos and to read his full profile, read the British Flowers Week Day 3 blog.
MORE ABOUT BRITISH FLOWERS WEEK
With summer upon us, British Flowers Week (Monday 19th – Sunday 25th June) brings together independent florists, wholesalers, flower growers and consumers to celebrate the very best of UK talent and raise awareness of British flowers. Run by the Flower Market at New Covent Garden Market, and now in its fifth year, the week will be marked by the release of 15 specially commissioned floral designs from five of the country’s top florists.
The UK flower and plant industry is currently worth over £2.2 billion, with sales of British flowers around six times the value of sales of vegetable du jour kale. Meanwhile, there is a real resurgence of British blooms afoot with 12% of the flowers we buy now coming from home soil — up from 10% in 2013.
British Flowers Week is all about celebrating British flowers and the people who grow them, sell them and create stunning designs using them, keeping the floristry industry fresh and inspiring. This is something British Flowers Week organisers, New Covent Garden Market, know a thing or two about as the UK’s biggest, specialist flower and plant hall supplying 75% of London’s florists. Throughout the week, people can expect celebrations of British flowers all across the country in flower shops, city centres, stately homes and gardening shows, with flower farm open days and floristry workshops.
Meanwhile, social media users can get involved using #BritishFlowersWeek and following this hashtag to see some of the stunning displays which have been created by this year’s winners.