Plants and flowers are now a must-have in our homes. In recent years, the figure of the flower designer has become increasingly popular. Not only for private settings, but also for commercial shoots, exhibition displays and to decorate event locations. Organic installations have enormous visual potential as well as bearers of meaning. Creating balanced combinations is not an easy job, we asked ourselves: what is behind the work of the flower designer? How does it apply to new trends? We asked Anastasiya Goncharova, a photographer, art director and floral expert born in Ukraine and founder of the Milan-based Hedoniya project.
How did it all begin? Where does the passion for flowers come from?
As everyone’s story, mine is rooted in childhood. Both of my grandparents from my mom’s and dad’s sides lived in villages in the south of Ukraine. I spent my summers there, helping them with agricultural work, growing fruits and vegetables, taking care of plants and soil. My mom is also very good at gardening. My parents’ garden has been and still is my biggest delight in Mykolayiv (my hometown). I got introduced to hydrangea, wisteria, variety of tulips and roses (and so many other plants that I can’t even pronounce) thanks to my mom. Connection with nature means “being home” to me. Feeling safe and harmonious.
When did you decide to become a flower designer?
Before launching Hedoniya Floristry, I worked as a fashion and nude photographer, social media manager, and art director. In 2022, when the war in Ukraine started, it was a tremendous shock for me, as well as for millions of other people. My whole family was there, my father volunteered to join the military forces. By that time I was already based in Milan. I couldn’t go back home nor could I change the situation that my family was in. It was a really difficult period. Learning new skills and starting something new was my way of coping with PTSD. In half a year, I had a clear understanding that I found a niche where I could feel “home” again. It was a greenlight for me to keep living and rediscover myself as an artist.
What does it mean to work as a flower designer, and how does your work branch out?
I find two contradictions in the work of floral designers, that are complimentary opposite as yin
and yang. One is very practical: from managing supplies and team, organizing logistics and problem-solving with clients, to processing hundreds of stems and carrying buckets full of water). It requires mental and physical strength. The second part of the work is, on the contrary, very creative. It is all about energy, perception, and emotional intelligence. It is a spiritual practice for me, that’s all about being present in the moment. The philosophy of Ikebana explains it very well. I’m learning from it mindful creativity, full presence, and acceptance of imperfections. Coping with these two polarities was hard at the beginning. The creative part is a lot easier for me, but the practical one is essential, it grounds and allows me to build a structure and a proper business. I feel myself an artist, whose mission is to serve people with inspiration and light. I choose to pursue this mission through the medium of floral design and photography.
Flowers have a strong aesthetic that can be applied in various fields, from fashion to food. Which area stimulates you the most?
Definitely Interior design. I love integrating my work with spaces. Floral elements together with a right vessel can change the vibrancy of any room. They can set the mood and tell a story. Fashion and hospitality are very interesting fields where floral design can be applied. The goal is always same: create an inspiring and harmonious atmosphere.
Tell us about a past project that particularly represents you.
One of the recent projects I did was a collaboration with Linda Calugi, founder of AMORAW studio. Linda creates stunning ceramic pieces. I’m very sensitive to energy, and when I first saw Linda’s work, it resonated with my soul. It was a kind of vessel I always envisioned for my compositions. It is soulful, it is real. I created three different types of arrangements in three different vessels. So far it is my favourite
work.
What are your inspirations? Which types of flowers do you prefer?
I’m inspired by the diversity that nature offers to us. Every flower, every plant has very complex structure, it is like the whole world hidden in each bloom. I genuinely believe that nature is genius. I perceive being in touch with nature is a big honour and big inspiration. I’m inspired by life itself. The realization of the lifecycle makes me fully appreciate the moment. I’m inspired by minimalism, it reduces the noise and calms down the nervous system, helping to focus on what’s most important. I use this principle not only in my designs but also in day-to-day life. At the moment, my favorite flowers are poppies and grape hyacinths. Elegant, tender, unique.
How important is sustainability to you?
It is one of my first fundamental values. Since the beginning, I decided to work only with seasonal flowers and local suppliers. With seasonal flowers, it goes quite smoothly. But to be fully honest, sometimes it is not possible to source all materials locally simply because of weather conditions or soil fertility. However, during the spring and summer seasons, it is much easier and more reliable to source from local farms. That’s why I can’t wait for warm season to come! One more important decision was to work only with sustainable mechanics. I don’t use floral foam because it’s non-biodegradable single use plastic, and it is also toxic for respiratory system. I work mostly with kenzan (Japanese tool for ikebana), chicken wire and moss. Apart from supplies, it is a must for me to create sustainable working conditions for my team. Being honest and transparent, paying fairly, being supportive and encouraging. I had various experiences in different spheres as a freelancer, after being manipulated and taken advantage of, I will do my best to create not only a beautiful product but also a beautiful team.
Courtesy Anastasiya Goncharova
