This August 8th and 9th, something special is blooming in São Paulo. Latam Floral Experience returns with a powerful two-day workshop designed to rethink how to create, teach, and connect through flowers. Led by internationally recognized designers Mike Putnam and Lucia Milan, this event goes beyond technique — it’s a deep, collaborative space to grow as artists, professionals, and part of a larger Latin American floral movement.
If you’re just starting or have years in the industry, this is an opportunity to step away from routine and reconnect with what brought you to flowers in the first place. São Paulo sets the event stage. The community brings the energy. And the flowers? They’ll do the rest.
Latam Floral Experience - A New Chapter for Latin American Floral Design
Latam Floral Experience is back with a two-day event designed to challenge, inspire, and connect floral designers across Latin America and beyond. Besides being an event about floral design, it'll also allow participants to find their identity in their designs, share with a passionate floral community, and explore the future of an industry that is constantly evolving.
The platform was born from a shared vision between Victor Flores, Michel Perret (@ateliermichelperret), and Carolina Achuy (@carolinaachuyfloral). Their goal? To create a space where Latin American designers, from beginners to more experienced designers, could grow together, connect across borders, and proudly embrace their cultural roots while raising the standard of floral design in the region.
In an industry that often looks outward for inspiration, this platform invites designers to turn inward — toward their own territories, traditions, and communities — and to see floristry as an artistic, sustainable, and collaborative discipline. Keep reading to know more about the highlight of the event they are planning for this coming August in São Paulo.
São Paulo 2025 - Where It'll All Come Together in an Event
The next stop on this journey is São Paulo, one of the most dynamic cities in Latin America — a place with an energy and cultural richness that mirrors the spirit of this event. On August 8th and 9th, 2025, participants will take part in a two-day workshop led by two global icons of floral design: Mike Putnam and Lucia Milan. Known for their top skills, vision, and leadership in the industry, both will bring their perspectives into a shared space of creative exploration.
The focus? Creative collaboration and sustainable design practices are explored through hands-on floral exercises, thoughtful conversations, and intentional moments of reflection. The event will be a curated, artistic experience created to explore what floral design can be and feel like.
Who Is the Workshop For?
The event welcomes designers at all levels — from seasoned professionals to newcomers, botanical artists, and flower lovers looking to deepen their floral design skills. What unites them is a shared commitment to learning, evolving, and connecting through their work.
Attendance is limited to ensure a focused and intimate experience, where each participant can genuinely engage with the content and the community.
What Participants Can Expect
Beyond new technical approaches and sustainable design techniques, participants will leave with a broader vision of floristry. The workshop is structured to encourage reflection, challenge assumptions, and spark long-term collaboration.
Whether it's a conversation that reframes how you view your practice or a small design detail that alters your workflow, the value lies in moments that expand your perspective. This experience was designed for those who want more than inspiration. Expect working sessions, personal breakthroughs, collective experiments, and a thoughtful environment that respects your journey. But most of all... have fun with flowers. Flow and create beautiful pieces with them because that's what it's all about.
Why These Events Matter
In an industry where many still look outward for validation, these kinds of workshops offer a shift in direction, turning attention toward local talent, regional identity, and shared creative standards. The impact is clear: when designers work together with purpose, the industry becomes more visible, more valued, and more respected.
Looking forward, the team behind Latam Floral Experience envisions a growing network of designers who collaborate on international projects, share ideas, and shape the future of floral design across the continent.
Plans include annual workshops in different Latin American cities (the first took place in Santiago de Chile three years ago), creative publications that document the region’s design evolution, and partnerships with institutions that believe in the artistic and economic potential of floristry.
If you want to know more about the event and register before the spots are all taken, make sure to visit Latam Floral Experience's Instagram.
Photos by @latamfloralexperience
