Max Hurtaud does not speak about flowers as products. He speaks about them as structure, movement, tension, and emotion. Reading his answers, you quickly understand that his work is not simply about arranging materials, but about shaping space and creating environments that leave a lasting impression.
Based in Belgium, Max approaches floral design with the mindset of an artist and the discipline of a technician. His journey from traditional arrangements to complex installations reflects both courage and intention. He does not romanticize the industry, nor does he shy away from its challenges. Instead, he talks about responsibility, sustainability, craftsmanship, and the importance of staying authentic in a market increasingly driven by speed and price.
Question 1
For those who don’t know you, who are you and what do you do?
"My name is Max Hurtaud, and I’m a high-end floral designer based in Belgium. I specialize in event decoration, artistic installations, and workshops. I grew up surrounded by nature and developed a sensitivity to textures, colors, and seasonal materials early on. Today, my work combines technical precision with emotional expression, creating immersive floral environments rather than simple arrangements.
My job involves designing concepts, sourcing materials, managing logistics, and collaborating closely with clients to transform their vision into meaningful, memorable floral experiences."
Question 2
What is so special about your job?
"What makes my job truly special is its emotional power. Flowers speak a universal language; they celebrate love, mark milestones, and comfort during difficult moments. Every project is different, so creativity never stops. I love transforming empty spaces into living environments that tell a story and evoke feelings. It’s also a rare profession that blends art, craftsmanship, nature, and human connection.
There’s something magical about working with living materials that evolve, reminding both my clients and me of the beauty and fragility of life. My second part is also sharing, so that’s why I give workshops about techniques as well."
Question 3
Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?
"One major challenge was shifting from traditional floral arrangements to large-scale artistic installations. This required learning structural techniques, managing budgets, and taking creative risks. At first, it felt intimidating because expectations were high and mistakes could be costly.
I overcame this by investing time in experimentation, continuous training, and building a reliable network of suppliers and collaborators. One project I’m especially proud of involved designing a complex three-dimensional installation that pushed my technical limits and ultimately strengthened my confidence and artistic identity."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"One of the biggest threats is the growing focus on low prices and mass production, which often reduces flowers to disposable products rather than meaningful creations. This can undermine craftsmanship and sustainability. Another challenge is the environmental impact of global supply chains.
I believe the solution lies in education and transparency, highlighting the value of quality, seasonality, and responsible sourcing. Strengthening collaboration across the floral chain, from growers to designers, can also create a more balanced ecosystem where creativity, fair pricing, and sustainability coexist."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?
"Technology has transformed the floral industry by accelerating communication, inspiration sharing, and sales channels. Social media and digital marketing allow designers to showcase their work globally and connect directly with clients. I use online platforms to present my portfolio, tell the story behind each project, and engage with my audience.
E-commerce also influences purchasing habits, so I focus on maintaining a strong brand identity and offering personalized services that cannot be replicated by automated systems, ensuring my work remains distinctive and experience-driven."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I’m inspired by people who combine creativity with authenticity and discipline. Within the floral world, I admire designers who dare to break conventions and treat floral art as a form of contemporary expression. Outside the industry, I’m inspired by artists and architects who shape space and emotion through structure and light. What connects all these influences is their ability to transform ideas into tangible experiences while staying true to their vision–something I constantly strive to achieve in my own work."
Question 7
How do you handle stress or difficult moments in your life?
"I handle stress by staying grounded in routines that reconnect me with calm and perspective. Spending quality time helps me reset mentally, as does working with my hands in a non-professional context. I also rely on planning and organization, which reduces pressure during busy periods. Most importantly, I’ve learned to accept that challenges are part of growth. Viewing difficulties as opportunities to learn rather than obstacles to fear has strengthened my resilience and helped me maintain balance in both my personal and professional life."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"One of the most impactful developments for me recently has been the opportunity to work on more immersive, large-scale floral projects. This shift reflects both personal growth and increased trust from clients who value artistic storytelling. It confirmed that investing time in refining my style and pushing creative boundaries was the right path. On a personal level, seeing my work resonate emotionally with audiences has been incredibly rewarding and reinforces my motivation to continue evolving as a designer."
Question 9
Which is your favorite flower and why?
"It’s difficult to choose just one favorite, but I’m especially drawn to roses, gloriosa, and clematis. Roses represent timeless elegance and emotional depth; they can be classic yet endlessly reinvented through varieties, colors, and forms. Gloriosa fascinates me with its dramatic movement and almost sculptural presence, bringing energy and tension into a design.
Clematis, on the other hand, offers a delicate, wild character with beautiful lines that add lightness and natural flow. Together, these flowers perfectly reflect the balance I love in my work between strength, movement, and poetic softness."
Question 10
What are you doing this weekend??
"This weekend will be a mix of professional preparation and personal recharge. I’ll spend time sketching ideas for upcoming projects and reviewing seasonal materials for future designs. I also plan to visit galleries for inspiration, which is essential to my creative process. Outside of work, I enjoy relaxing moments with my small dog and catching up with close friends or family. These quiet, simple activities help me reset my mind so I can return to my work with fresh energy and creativity."
Max Hurtaud’s perspective reminds us that floral design is not just about decoration, but about shaping space, emotion, and meaning. His journey reflects discipline, growth, and a clear commitment to craftsmanship in an industry that is constantly evolving.
Who should we feature next? Share with us a designer, grower, or thought leader you believe is pushing boundaries and adding real value to the floral world. Let us know, and help us continue spotlighting voices that matter.
All pictures courtesy of Max Hurtaud.
