In floristry we tend to mix up the meaning of innovation with invention. Innovation is more than inventing a new style of floral design. Innovation can be a complex or simple idea. It can be doing something in a better way, or something that is slightly different, or something that has never been seen before in either technique or design.  It can result from one persons thinking or a team of people, but then to be truly innovative it has to be taken to the consumer and used.

Dictionary definitions of innovation generally refer to functional, technological or scientific processes but of course innovation also applies to floristry and any art form. Innovation is NOT only invention. Often true innovation comes from methodical research and development. Innovation may come from a change in consumer or market behavior. In the floral world sustainability and environmental issues have changed the way florists think and design leading to innovative products.

Is there a demand for innovation in floristry?  Of course there is because to stand still will stifle growth, encouraging new and experimental work is essential for the floral industry to move forward.

What is innovative to you may not be so for others. For example in the 1980’s in the UK flat pack bouquets were the norm. Pam Simcock who was head of marketing for Interflora at the time and who had travelled extensively on the continent introduced the hand tied bouquet into the Interflora collection in the UK. It revolutionized floral design in the UK. Obviously the more a florist has travelled and been exposed to different cultures and experiences will effect their view of innovation.

To be truly innovative you have to take risks, let go and think outside your own sphere, imagine the possibilities of everyday items and use them in a different way to expand floral design, and to benefit florists as a whole. Innovation is not only the premise of highflying floral artists; florists innovate all the time by adapting an idea to fit their own business.   Florists are often called on to improvise on a daily basis, which can lead to innovation.

Where to see innovation in floristry

Perhaps the most innovative product for florists arrived in 1954 when V. L. Smithers invented OASIS® Floral Foam.  This revolutionized the way florists worked worldwide.  Yes an invention but a truly innovative one.

In floral art many innovative ideas come from floristry competitions, it’s a catwalk for radically different floral art, and where competitors are challenging existing methods of design and technique.

In 2011 at the Europa Cup competition the innovation award went to the Swiss competitor, Marc Müller who used bottlebrushes upside down to create a medium to hold flowers in place. This idea will be adapted and filter down to mainstream floristry in the fullness of time.

Using stub wires and other materials in an original and innovative way by making decorative bowls and containers came from the Scandinavian countries. Now it has been developed and can be seen as fruit bowls in High Street shops. Per Benjamin’s bowl made from drinking straws is shown here.

To survive, to encourage growth and reach a wider clientele flower shops must have highly skilled and creative florists. Innovation is the key; encouraging florists to experiment can gain a competitive advantage over rival businesses.  Just a few innovations in a flower shop can create a multitude of sales.  Get innovating to get ahead.

© Copyright Lynda Owen 2012 – All Rights Reserved.