There are moments in the floral industry that go beyond learning techniques. They become spaces where creativity, vision, and business intersect. The three-day masterclass led by Kiana Underwood in Mexico City was one of those. The event was organized by Carlota Flower Lab, which invited the founder and creative director of Tulipina to share her creative philosophy and design process with a group of floral designers eager to explore a different perspective on floral art.
Three-Day Floral Masterclass by Tulipina, Hosted by Carlota Flower Lab in Mexico City
Designers, creatives, and floral professionals traveled from different parts of the world to attend the experience. For three days, the space was an exciting meeting point for the global floral community, a place where ideas, techniques, and stories about creativity and business were shared openly. Shallima Turizo, Director of Thursd Latam, attended and had the opportunity not only to observe the designs being created but also to understand the mindset behind one of the most recognizable voices in contemporary floral design.
From the very beginning of the talk, Kiana never intended to follow traditional floral design ideas, and all attendees knew that. Her inspiration often begins by observing what others are doing, but the real goal is reinterpretation, transforming references into something personal and unexpected.
All eyes were on Kiana's skilled hands and creative mind. Her objective has always been to design pieces that provoke a reaction. Arrangements that make people 'wow' when they walk past them. Designs that spark curiosity. In that sense, her floral work is about creating transformative floral pieces that can be contemplated. Just like a painting in a gallery captures attention, her floral installations aim to create a similar moment of visual discovery. This philosophy is what ultimately shaped the creative identity of Tulipina.
The Moment Social Media Changed Everything
Like many modern creative journeys, the growth of Kiana’s work was closely connected to social media. In 2011, when she began sharing her floral designs on Instagram, the platform functioned very differently than it does today. The content people posted reached their followers organically, allowing genuine interaction between creators and audiences. Posting her floral arrangements opened a window to the world.
People from different countries began discovering her work – the use of color, the movement within her arrangements, and the artistic compositions that felt different from traditional event floristry. However, social media visibility alone wasn’t what propelled her career forward. What very much shaped her path was her willingness to take risks.
Video: @carlotaflowerlab
Bringing Tulipina to Mexico
There are moments that shape a story, and for Carlota Flower Lab, bringing Kiana Underwood to Mexico was not just about organizing a masterclass. For years, her work has stood as a reference within contemporary floral design, influencing a generation of creatives through an approach that is free, organic, and deeply intuitive, one that moves beyond form to connect with movement, emotion, and intention. That her visit coincided with Carlota’s tenth anniversary added another layer of significance, serving not only as a celebration of the path already traveled but as a clear projection of what lies ahead.
What unfolded in Mexico City went far beyond the presence of a recognized name. It was a point of convergence for designers, creatives, and professionals from different parts of the world not only to learn, but to observe, question, and expand their own understanding of floral design. At its core, the experience highlighted that these kinds of encounters are meant to create spaces where ideas circulate, references evolve, and individuals begin to shape their own voice within the industry.
During the demonstration, Kiana’s creative process revealed a clear philosophy: everything begins with a living structure. Foliage is not an accessory, but the foundation. Branches, movement, and the natural direction of each element create a base from which the design can grow organically, with flowers enhancing rather than dictating the composition.
Equally defining was the openness with which the business side of floral design was addressed. In an industry that often prioritizes creativity above all else, a fundamental idea emerged – creating also means positioning. The distinction between ready-to-wear and couture became one of the most resonant concepts of the experience. On one side, designs shaped primarily by client references; on the other, unique proposals conceived from the ground up. Understanding this difference not only transforms creative practice but also shifts how clients perceive value, ultimately redefining the role of the designer within the industry.
Tulipina – Creating Opportunities for Herself
One of the most pivotal decisions in her career came when she decided to organize a workshop in Russia. At the time, it wasn’t an obvious destination within the floral industry. But the bold decision to bring her work somewhere unexpected became a turning point. That single initiative opened doors to a chain of international invitations. Soon she was teaching in places like Indonesia, Chile, Korea, Italy, and Ukraine, sharing her creative process with designers around the world.
Her personal projects have gradually evolved into a global presence in the floral design industry. At the same time, the rapid growth of social media allowed her work to reach audiences who were ready to see events differently as immersive experiences shaped through flowers.
A full, floral experience hosted by Carlota Flower Lab
Listening to the Flowers
During the design demonstration, one of the most interesting aspects was observing how her creative process unfolded. Everything begins with greenery. Branches and foliage – often elements like eucalyptus – provide more than texture. They form the structural base of the arrangement, acting as the natural mechanics that support the entire composition.
The approach was to observe the flower's natural movement and build the design around it. When the greens alone already create a beautiful and balanced structure, it means the foundation of the arrangement is strong. From there, flowers simply enhance the composition. In this philosophy of design, nothing is considered filler. Every stem has a purpose and contributes to the final visual impact.
The Importance of Perspective
Another key principle of the design process is perspective. Just like painting, floral design requires moments of closeness and distance. Working up close allows the designer to focus on the details of each stem. But stepping back is essential to understanding the balance and visual impact of the entire piece. This constant shift between detail and distance helps refine the composition and guide the next creative decisions.
Sometimes the greens are not even fully completed before flowers are introduced. Adding floral elements early can reveal how the arrangement is evolving, allowing the composition to grow organically.
Beyond technique, one of the most valuable parts of the masterclass was hearing Kiana speak about the business side of floral design. Many designers often assume creativity must come first in every project. However, the reality of running a successful floral business requires balance. According to her, in many events, nearly 90% of the direction comes from the client. They already know the colors they want, the flowers they envision, and the overall aesthetic they expect.
Photos: @carlotaflowerlab
In those cases, the designer’s role is to execute that vision beautifully. But there is also another way to position a floral business. Kiana describes it through a simple comparison: the difference between ready-to-wear and couture. If a client wants something identical to what they have seen elsewhere, that is ready-to-wear. But if they want something unique, something designed specifically for them, then they are looking for couture flowers. It’s the same logic behind luxury fashion houses like Dior or Chanel. Clients understand the concept of couture when it comes to clothing, so why not apply the same mindset to flowers?
Framing floral design in that way changes how clients perceive the value of creativity.
A Moment for the Global Floral Community
The three days in Mexico City became a gathering point for designers from different parts of the world who share a passion for flowers. The masterclass organized by Carlota Flower Lab created a space where ideas could be exchanged, techniques could be explored, and the next generation of designers could learn directly from one of the industry’s most influential voices.
For the floral community, experiences like this are more than education. Creativity grows when knowledge is shared. And that flowers, when approached with intention, can become something far greater than decoration. Literally art.
