Some collaborations begin with a campaign. Others start with time, trust, and a shared willingness to test ideas in real conditions. The partnership between floral designer Alina Neacsa and United Selections belongs firmly in the second category.
Since 2021: Alina Neacsa x United Selections
The relationship started in 2021 during a farm visit in Kenya initiated by Thursd, when Alina was documenting the story of United Selections. At the time, the focus was straightforward. Capture the breeder’s story, its people, and its varieties, and translate that into visual storytelling that could reach a global audience. What followed, however, went far beyond documentation.
Through conversations on site, it became clear that both sides were interested in something deeper than visibility alone. There was an opportunity to explore how breeder varieties could be experienced, interpreted, and tested in the hands of florists, not just seen on screen.
From Content to Creative Exchange
The first step beyond storytelling came through Alina’s floral masterclasses. Rather than limiting collaboration to imagery, United Selections supplied flowers for large-scale educational settings where varieties would be designed, pushed creatively, and evaluated in real time.
The first masterclass in Monaco marked a shift. United Selections varieties were not simply present. They became the foundation of the creative work. Hundreds, then thousands of stems were used, requiring consistency, reliability, and quality at scale. This setting allowed the varieties to be seen differently. Not as catalogue selections, but as materials with character, flexibility, and design potential.
For Alina, the masterclasses created space to work without compromise. For United Selections, they offered a rare opportunity. Seeing how varieties perform once they leave the breeding and growing environment and enter the hands of professional designers.
Building Trust Without Restriction
In the early stages, the collaboration was met with scepticism, as many new partnerships are. Would it last? Would creative freedom dilute brand clarity? United Selections chose not to impose limits.
There were no exclusivity demands and no pressure to narrow Alina’s work to a single brand. This openness became one of the strongest foundations of the relationship. Creative freedom did not weaken the collaboration. It strengthened it.
Over time, trust replaced formality. Communication became direct and efficient. Support flowed both ways, often without planning or negotiation. Alina was no longer treated as an external contributor during key moments, but as a trusted creative partner when it mattered most.
“They never pushed my boundaries. I never felt suffocated. I could work on other projects, and that made the collaboration stronger, not weaker. We support each other, and we are always one message away.” Says Alina
Masterclasses as Living Showrooms
As the collaboration continued, floral masterclasses became more than educational events. They functioned as living showrooms for United Selections varieties.
Each setting challenged the flowers differently. Large-scale installations, tight timelines, transport constraints, and high expectations forced the varieties to prove their adaptability. Designers and attendees could see how specific roses behaved, how they held structure, how they worked in combination, and how far their creative limits could be stretched.
This process also required a deep understanding. Highlighting a single variety among many is not simple. It demands intention and restraint. Through repeated collaboration, Alina refined the ability to isolate, interpret, and elevate individual varieties, giving them space to speak clearly rather than blending into the background.
Bridging Breeding and the Floral World
One of the most valuable outcomes of this collaboration has been perspective. Breeding decisions are often influenced by commercial considerations at the grower level. Some varieties never reach the market because they are seen as too niche or risky.
Through real-world design and education, United Selections varieties were given a different lens. One rooted in florist use and end consumer response. When varieties are grown well and presented with intent, their value becomes clearer, even when they fall outside conventional commercial thinking.
This exchange of perspectives helped align breeding ambition with creative reality. It created a feedback loop that is rarely visible, yet essential for long-term product relevance.
Raising the Bar Together
Over time, expectations shifted. Once a certain standard is reached, it cannot be undone. Each collaboration raised the bar for presentation, quality, and creative execution. What began as experimentation matured into consistency.
The collaboration also expanded geographically, reaching audiences across different markets, cultures, and floral traditions. Each new setting reinforced the same principle. Strong varieties gain strength when they are trusted to perform in demanding environments.
A Collaboration That Endures
Years later, the collaboration between Alina Neacsa and United Selections continues, not because it was contractually bound, but because it proved its value repeatedly. It outlived individual projects and trends because it was built on shared effort, openness, and mutual respect.
Today, the association between Alina and United Selections feels natural. It is the result of continuity rather than promotion. A reminder that lasting brand awareness is not created in moments, but over time.
This story matters because it shows what happens when breeders invest beyond exposure, and creatives engage beyond aesthetics. It demonstrates how products gain relevance when they are used, tested, and understood in the real world.
All pictures courtesy of Alina Neacsa.
