In the rural Northern Norwegian landscapes, where one can exactly tell the population of entire towns just at first peek, dreams often seem as distant as the ‘midnight sun’. Yet it is from this unlikely setting that Eilin Katarina Melkersen—or simply Eilin, as she prefers to be called—comes as one of the most influential floral artists of her generation. This August, she represents Norway at the World Cup Floral Art 2025, running from August 28-31 in The Hague; a journey that seems almost surreal even to her.
With a characteristic humility, Eilin’s reflection of her floral journey tells of passion persevering against all likelihoods, finding beauty in unlikely places, and turning what some might see as limitations into the very substance of her artistic identity. As she takes her place among the world's most talented floral designers, she carries with her the dreams of her country and the distinctive aesthetic of her Nordic homeland. Here’s all you’d want to know about her.
Planting the Seeds of a Floral Journey
Eilin's journey to becoming a floral artist began in the most natural way possible—through family. As a child, she was drawn to making things with her hands. When she was just 13 years old, her aunt worked in a flower shop. During a school program that allowed students to try different jobs for a few weeks, she found herself in that very shop, amid flowers for the first time in a professional setting. The memory of her first bouquet remains vivid in her mind. She admits: "It was horrible, but I loved making it." The joy she felt in that moment of creation was undeniable, planting the seed for what would become her life's work.
That early spur of creativity would have to wait to fully ignite, however. Living in rural Northern Norway meant that florist schools were hardly an opportunity—a reality that would shape her unconventional ride in the industry. When she turned 16 and faced the crucial decision of what to study, Eilin made a practical choice that many young people in similar circumstances might make: she began working in a flower shop while studying media and communication, keeping one foot in the floral world while pursuing more traditional educational opportunities; bridging two worlds as she navigated her, then, undefined path.
It wasn't until she was 21 that she finally had the opportunity to attend florist school, and she didn't receive her license until she was 23. "It was a long journey," she acknowledges. But this extended path may have been exactly what shaped her unique perspective on floral design. Those years of working with flowers while studying other disciplines, of being surrounded by the stark beauty of Northern Norway's landscape, all contributed to the distinctive aesthetic that would eventually make her different in the competitive world of floral artistry. Rather than being a setback, those years became part of her unique journey, allowing her to develop a deep appreciation for the craft and a mature understanding of what it meant to work with flowers.
A Signature Style Born From Northern Lights-Lit Landscapes
Growing up in Northern Norway greatly influenced Eilin's floral aesthetic in ways outside of simple inspiration. She was enthused by the natural world around her, finding beauty not just in the vivid colors of summer flowers but also in the subtle elegance of dormant winter branches and the earthy tones of autumn decay. The harsh beauty of the Nordic landscape, with its dramatic seasons and raw natural materials, became integral to her artistic identity.
Eilin:
"I am so inspired by nature and natural materials. I love earthy colors and the seasons. I find beauty in dead materials as well—perhaps too much, some might say. There is usually always some dead material in my work."
This connection to the natural world can be seen in what Eilin describes as her signature style: organic and a bit rough. While many floral artists might shy away from thorns, dead leaves, and branches, she embraces them as essential elements of her designs, in an approach reflecting a deeper understanding of nature's complete cycle, not just its moments of perfect flourish. Her color palette tells the story of Scandinavian sensibilities—she is drawn to soft tone-in-tone combinations and light-to-dark contrasts. Rather than bold, attention-grabbing colors, she gravitates toward subtle harmonies that speak to the meditative quality of Northern European aesthetics.
This aesthetic choice, which she notes is quite common among Scandinavian floral artists, creates designs that feel both refined and deeply rooted in the natural world, with her works carrying the unmistakable signature of her heritage. The roughness in her style is not about lack of refinement but rather about honesty and directness. Her arrangements have an immediacy and authenticity that comes from her rich understanding of natural materials and her willingness to let them express their innate character rather than forcing them into artificial forms. But perhaps most importantly, sustainability runs through everything she creates. "I think a lot of people would see that as my signature," she observes, emphasizing how her environmental consciousness has become as much a part of her artistic identity as her use of organic materials.
The Competitive Spirit Takes Root
Eilin's journey to the World Cup Floral Art 2025 began with a victory that sowed an ambitious seed in her mind. 11 years ago, she won the apprentice class in the Norwegian championship, and even then, with the confidence that often accompanies natural talent, she joked that she would someday be world champion, revealing the drive pushing her through the challenging landscape of professional floristry.
Eilin:
"I am extremely competitive and always want to push myself."
When the opportunity to compete in the World Cup presented itself, saying no wasn't even a consideration. She always thought that if she got the chance to participate, she had to take it. The timing, she believes, couldn't have been more perfect—or more poignant.
Eilin sees this competition as marking the beginning of a new chapter, quite like "retiring while at the top." However, anyone who knows her would likely question whether she is truly ready to step back from competition.
"I don't know what life will bring me after the World Cup. I am open to changes and hope I get to do more teaching and demos. Perhaps travel a bit, as I am a traveller at heart."
Preparing for the World Stage
As of early June, Eilin's preparation for the World Cup has been in full swing, and her approach reveals the methodical mind of someone who takes competition seriously. She is currently working on constructions, making tests, and continuously improving her techniques. The preparation process is multimodal—she plans to practice with flowers later in the process, but also trains with surprise flowers since one cannot just tell what materials will be provided for some tasks. This element of uncertainty is something Eilin has learned to embrace. She specifically trains for surprise tasks, knowing that one will be featured in the finale.
Eilin:
“I did this before becoming a Norwegian champion, and I think it made me able to think fast and not get as stressed out.”
This tactical approach to handling the unexpected speaks to her understanding that technical skill alone is not enough—mental agility and adaptability are equally crucial. Physical preparation is also part of her regimen. She prioritizes working out to build physical strength, knowing that some of the competition tasks will be physically demanding; an approach to preparation—technical, mental, and physical—that shows the professionalism she brings to every aspect of her craft.
New Materials, New Possibilities: Working With World-Class Materials
The World Cup Floral Art 2025 is sponsored by two major floral brands, Decorum and Marginpar, who represent the peak of floral excellence in the international market. Decorum is a premier flower and plant brand with some of the finest products, while Marginpar brings its reputation for quality and innovation to the competition.
While Eilin admits she has not previously worked with flowers from these specific sponsors, she expresses genuine excitement about the opportunity to create with their premium materials. This openness to new materials and brands echoes her adaptability as an artist. Rather than being concerned about working with unfamiliar products, she approaches the challenge with curiosity and excitement. It is this attitude that has likely contributed to her success and serves her well in the high-pressure environment of international competition.
Personal and Professional Significance
For Eilin, representing Norway at the World Cup Floral Art 2025 carries deep personal meaning that goes beyond professional achievement. Growing up in a town with only 14 residents, the idea of representing her entire country on the world stage seems almost unreal. This journey from rural isolation to international recognition means not just personal success but also the power of pursuing one's passion despite geographical or social inhibitions.
Professionally, the competition comes at a key moment in her career. Having recently left her position in Oslo to return to Northern Norway, she plans to work part-time in a kindergarten while developing her freelance floral design business. She hopes her performance in the competition will lead to interesting opportunities and the chance to travel and share her unique approach to floral design with a broader audience.
The competition, for her, means more than just a chance to win a title; it is an opportunity to show her philosophy that exceptional floral design doesn't require expensive constructions or unlimited budgets. Instead, she believes that what makes a design truly great is the love, respect, and understanding of botanical materials, because, for her, floral design is more than just decoration; it is about creating an emotional connection and demonstrating a deep understanding of the natural world.
Competition at this level brings intense pressure, but Eilin has developed strategies for maintaining her focus. Her approach is refreshingly straightforward: she tries not to look at other competitors during tasks, instead focusing entirely on her work. She zones out the crowd and concentrates on doing her best while maintaining positive self-talk throughout the process.
This mental discipline, combined with her years of experience and natural competitive instincts, has served her well in previous competitions and will be crucial as she faces the international stage. Her ability to maintain focus and confidence under pressure is perhaps one of her greatest assets as a competitor.
Staying Current While Looking Forward, and Dreams of a Greenhouse
Eilin maintains her edge in the dynamic floral industry through a mix of practical experience and continuous learning. Her dual roles working in a flower shop and teaching floristry keep her connected to both the commercial and educational aspects of the field. She also draws inspiration from fellow florists on Instagram and finds Pinterest to be a valuable source of creative ideas. One trend that particularly excites her is the movement away from floral foam toward more sustainable practices. This fervor for innovation, combined with her environmental consciousness, ideally positions her for an industry increasingly focused on sustainable practices.
Eilin:
“I am excited about the no floral foam trend as I am all about sustainability. I love inventing new techniques to try out.”
Beyond the World Cup, Eilin has a vision that perfectly summarizes her personality and values. She dreams of building a little house inside a big greenhouse, creating a space that would serve as a workshop, atelier, and café all in one. This greenhouse would be open to visitors, offering workshops, self-grown bouquets, homemade coffee and cake, unique plants, handmade botanical lamps, wreaths, and possibly ceramics.
The dream extends to continuing her teaching, working with both amateur and professional florists, traveling for demonstrations and workshops, and helping flower shops and their staff reach their full potential. Her dreams combine her love for teaching, commitment to sustainability, entrepreneurial spirit, and connection to the natural world. Thus, for all her efforts, her journey from a small town to a global competition is already the first victory in this contest.
