Column November 2004 

Floral movement is a new florist show in The Netherlands. It was second time this year it was held. A unique floral show with many new ideas for the flower business.
Professional florists and the Dutch Florist Association VBW organise this show in October in Nieuwegein.
New creative floral ideas, fun and mad flower arrangements to inspire florists and designers in a refreshing outlook! I must say we are waiting for this kind of floral art work.
Without doing anything negative to important historical styles of design this happening was sensational.
After many years missing a positive dynamic inspiration, what we can see world wide, and constant less interest for study and renewing, it seems that in Holland we see a new spirit. The start of a dynamic renewing.
I am also enthusiast to notice that many young florists and designers came to this show to challenge their curiosity.
This show was a feast for all who were there.

That old florist not come is not surprising. Many think that they know enough! They forget that the world and the customer is changing rapid ely.
If their shop is not changing with them they better close it I suppose!
What can we say more than, Whow, what a challenging and interesting profession I have!

I can tell that a new generation floral designers must bring new success in flower art world wide.
Unfortunately too many students do not have a good motivation to do their utmost in the lessons at school. They never will be successfully. It is all about knowledge, experience and inspiration.

Future will change very fast. We have to go wide and deep in all we do. Flower art will change to directions of decoration, will be involved in interior design, shop window dressing, general design, designing the surroundings in house and in office. And combine outdoor green with indoor green.
The floral designer of the future will be a creative flexible designer with knowledge of many different creative professions.

Courses, schools, have to change immidiately and
renew their curriculum. Teachers must update and find a wider look as floristry only Believe me the profession will change in next ten year a lot.

This show in Holland is a first important step in the new direction. I hope it will be possible next year to visit it for all forein designers.

I will go anyway!