Worldwide recognized and appreciated floral designer Hanneke Frankema set out to create something different with her show GROWTH!. More than just floral artistry, it became a statement about sustainability, collaboration, and the future of floristry. Discover how Hanneke pushed boundaries, worked with growers, and stayed true to her own style while delivering one of her most ambitious projects yet.
When Hanneke Frankema, winner of the 2022 Florint Europa Cup (the precursor to this year's World Cup Floral Art), sets her mind on something, you know it won’t be ordinary. With GROWTH!, her visual spectacle during the interval at the Grand Final of the World Cup Floral Art, she wanted to push boundaries—not only in design, but also in the way floristry tells its story to the world. This is Hanneke's story about the road to her biggest show ever, a story of creativity, persistence, and collaboration with wonderful partners, such as Marginpar.
Hanneke Frankema’s Show GROWTH! A Floral Feast With a Message
For Dutch designer and teacher Frankema, the idea behind GROWTH! was clear from the start: no traditional demos with bouquets on pedestals and polite applause. “I wanted to create something that really spoke to people,” she says.
The show started with a metaphor, which happens to be her favorite flower, the passion flower. It shows the love and passion for nature and the floral world we live in. The mindblowing show was then divided into five parts – Inspiration, Education & Craftsmanship, Sustainability, and a powerful finale – each carrying a strong message.
It was more than a presentation of floral artistry. The blocks highlighted issues that matter to the industry: countering negative media attention around pesticides, giving young talents a stage, and emphasizing the importance of craftsmanship. “We wanted to connect with the audience on every level,” Frankema explains.
One of the trickiest themes was sustainability. “That was definitely the hardest part,” she admits. For Frankema, the debate around floral foam and the foam-free movement hit close to home. She has worked with Smithers-Oasis for over two decades and wanted to show that the company is actively innovating with new, more sustainable foams.
In the show, she also incorporated footage from Marginpar’s farms in Kenya and Ethiopia. “People forget that flowers provide livelihoods for thousands of families. Yes, they travel by plane, but they also bring stability and opportunities in places where that’s incredibly valuable.”
A Massive Undertaking
Pulling off a production of this scale came with enormous challenges. “Honestly, it was harder than any championship I’ve ever competed in,” Frankema says. “The project was too big for one person. Getting sponsors, technical teams, and venues all aligned was exhausting.”
VBW, the Dutch florists association, initiated the show, with main sponsors Marginpar, Decorum, and Smithers-Oasis on board. But Frankema had bigger plans and needed more resources. She brought in FM Group, Jodeco Glass, Anthura, and Corn. Bak, among others, to support her vision. “Keeping all those partners happy while dealing with endless last-minute issues – like transport changes days before the show – was tough. But in the end, the reactions made it worth it. People were moved to tears. Colleagues from abroad said it was one of the best shows they had ever seen.”
For Frankema, collaboration with growers and partners goes beyond logistics. Companies like Marginpar and Decorum are not just suppliers; they’ve become part of her journey. “People like Helena van Achterberg, Brand Manager at Marginpar, were there with me through the whole process – not just with flowers and PR support, but also on a personal level. Those relationships evolve into real friendships, and that makes the work even more special.”
Flowers That Shaped the Show
When asked how she deals with trends, Frankema is clear. “I don’t follow them. I set them,” she says with a smile. Her work evolves naturally, often inspired by new materials growers introduce, but she doesn’t chase fashion colors or seasonal fads. “I work from my own style and feeling. If someone doesn’t like it, they can look the other way.”
It’s this independence that sets her apart and keeps her designs recognizable. “My work has always been open, light, and detailed. That’s who I am, and that won’t change just because a trend says otherwise.”
Certain flowers became iconic parts of GROWTH!. The Craspedia Paintball™ Pop heart, made from 8,000 dried stems prepared months in advance, was a centerpiece that took audiences by surprise. “It was a smart solution, because time on site was limited. Drying them beforehand gave us freedom,” Frankema explains.
She also leaned on other favorites from Marginpar’s assortment, such as Clematis and Gloriosa. “They fit my style perfectly – airy, transparent, with lots of movement. I don’t do the dense Dutch style with heavy arrangements. I want space, openness, and a sense of flow.”
Beyond the Stage: The Bigger Message
One of the strongest takeaways from GROWTH! was the need to shift public perception of floriculture. There was a moment of reflection for the whole audience when the big screen behind her showed her message: "As florists, we are bound by nature. We shape nature's dream, reminding people of their deep connection to the world around them."
Frankema is frustrated with how often flowers are portrayed negatively in the media. “It hurts to see the industry judged unfairly. Growers are investing in solar panels, biological pest control, and sustainable methods. But those stories rarely make the headlines.”
She believes florists can bridge that gap by sharing the story behind the flowers with their customers. “When I had my shop, I made a point of telling people about the growers, the work, the passion behind every bloom. Flowers are emotion. They carry us through life’s highs and lows. That story deserves to be told.”
What’s Next for Hanneke Frankema?
Frankema’s calendar remains packed. She’s preparing for a design at Aldebiesen, Belgium, followed by projects in America and England. Her masterclasses at home – running for more than ten years now – are consistently full. And looking further ahead, she’s already gearing up for a big AIFD show at Disney World in Orlando next year.
Despite the packed schedule, she stays focused on what matters: creating, teaching, and inspiring. Judging competitions, for instance, holds little appeal. “I’ve done it, but it’s not for me. I’d rather be making than scoring points.”
In the end, GROWTH! wasn’t just a floral show. It was a statement – about the resilience of the industry, the importance of collaboration, and the power of staying true to your style. For Hanneke Frankema, flowers are never just materials. They carry stories, friendships, and emotions that make them so much more than what meets the eye.
All photos by Nico Alsemgeest, courtesy of Hanneke Frankema.Watch the GROWTH! recap video here on Hanneke's Instagram.
