Loose Florals makes the world a little more floral

With Loose Florals, Elvira Brouwer and Lennart Heus help their customers create a sustainable experience with flower arrangements. In addition to the Loose Florals Academy - where they teach as many florists as possible through the Loose Method - the duo hopes to make the world a bit more floral with respect for people and nature. From weddings to photo shoots: MASTERS talked to Elvira who highlighted a number of recent projects.

Experience garden

''For this assignment we used the colorful branding of Hypnosis Institute Netherlands, or HIN. The aim was to take the guests into a colorful meditation that keeps them away from the gray, gray world. When building the garden, we tried to keep all other materials as neutral as possible, so that the flower arrangement gained even more meaning. Guests were overwhelmed by the beauty and amazed at the possibilities you can create with flowers. I think it is very important that customers are completely unburdened. There should be no concerns about the appearance of the event.” 

“Guests were amazed by the possibilities you can create with flowers”

wedding anniversary 

''For a two-year anniversary at a home location in Belgium, we used the original styling plan of the bridal couple's wedding. Due to the corona measures at the time, it was a lot smaller than planned with many fewer guests. Connecting with the guests in an intimate space – in this case a tent – ​​was one of the bridal couple's requirements. In addition, it was desirable to create floral decorations that would not be standard. That is why we used hanging flower arrangements in connecting shapes for the entire decoration. The hanging flower arrangement makes the space smaller and makes it feel a lot more intimate, but without losing space. Every element has been thought of, such as the dining room, the dinner table, the party location, the welcome signs, the signposts and also the seating plans. ''

Photo Shoot 

''For the presentation of the home collection, the YAYA brand wanted a large wall with flowers. We chose to decorate the flowers in groups so that it would look calmer than with a mixed wall of flowers. This enhanced the minimalist design of the products. We chose garden roses as the main flower for an extra luxury gut feeling. to create.'' 

Branding Shoot 

''For the packaging of Sweet Rumor we created a flower crown that fully highlights the femininity of the model and at the same time determines the image of the brand. There were two challenges; the colors of Dutch Masters had to come to the fore in the flower crown and the crown had to be easy to wear during the shoot."

Wedding 

''For this wedding, connection and opulence were of paramount importance. We made use of the entire space by accentuating the aisle with a flower arrangement. This made the location optically longer and gave the firstlook on the white carpet the flair that the bridal couple wanted. The decoration also ensured that only the bridal couple were present white carpet would walk; that saves a lot of footsteps in advance...''

WE Fashion clothing

''WE Fashion had the head office in Utrecht as a backdrop for the launch of their Spring Collection for the first time. We decorated the office with flower arrangements that match the collection." 

Would you like to admire more floral projects from Loose Florals? View the website here.