From August 28 to 31, 2025, floral artists from different countries will be taking part in the World Cup Floral Art 2025, which takes place in The Hague, Netherlands, in an event that will cast the spotlight on floral artistry. Helsinki-based Estonian florist Saale Halla is among those who will be participating in this event which is also known as Florint World Championship Floral Art 2025 and organized by Florint along with the Royal Dutch Florist Association (VBW).
With a background in graphic design and photography, perhaps nothing would have prepared Saale, whose floral artistic style, she says, involves a blend of everything from art, nature, emotion, artistry, culture, and technique, for the task she has ahead. She represents Estonia in this key floral design event. But, for her, flowers are inspirational. They present endless possibilities from which her inspiration will materialize into an enthralling artistic piece.
Some Background on Saale Halla: From a Neon Lighting Designer to a Floral Designer
Saale’s journey in the world of flowers began unexpectedly but has thus far been an incredibly thrilling one. Initially working as a neon lighting designer, everything changed for Saale when she attended a flower arranging course with Taivo Piller—an Estonian entrepreneur and florist who co-founded the company Shishi in 1998—now known for promoting Shishi as a decorative floristry brand. Taivo’s unique ability to combine artistic vision with technical skill deeply inspired her, sparking a passion for floristry that has only grown since.
Saale Halla:
“My journey in floral art began with a deep passion for flowers and their endless possibilities for expression. This passion led me to graduate from the Master Florist School here in Finland. I've had the honor of being named Estonian Master in Floristics twice. For me, floristry is not just a profession but a continual source of inspiration. Working with nature’s beauty and translating it into artistic expression drives everything I do. I’m dedicated to sharing this passion, whether through teaching, collaborating, or inspiring others to explore the world of flowers.”
As she immersed herself further into the field, floristry soon became more than just a hobby. It felt like a creative calling. She pursued master-florist studies at Keuda in Finland and additional training at Die Staatliche Fachschule für Blumenkunst Weihenstephan, where she was exposed to new techniques and ideas. This journey brought her back to her early fascination with ikebana, a style that she says challenges her to embrace simplicity, balance, and the beauty of negative space.
Each phase of her floristry journey, she says, has strengthened her love for floral design; blending art, nature, and emotion. Floristry for her, is about much more than creating beauty. It is about the connection between the flowers and the emotions they evoke, which she remains passionate about and shares with others.
What Is Her Signature Style Setting Her Apart From Others in the Floristry Industry?
Saale’s signature style is airy, light, and natural, focusing on creating a sense of movement and flow in each arrangement. She loves using natural materials whenever possible, allowing the textures and forms of the flowers and other elements to shine through the designs.
Saale Haala:
“My designs often incorporate both modern and traditional techniques, including ikebana, which helps me maintain a balance of simplicity and elegance. What sets my work apart is the emotional depth I aim to convey—each piece is designed not just to be visually striking, but to tell a story or evoke a feeling. Ultimately, my goal is to create floral art that feels as organic and effortless as nature itself.”
Her cultural background from a Nordic country plays quite a significant role in shaping her floral design style as well. She says she draws her inspiration from the crisp, clean lines often found in Norwegian design. This influences the structure and simplicity of her floral arrangements. At the same time, she also embraces a Central European influence, where she tends to use a greater variety of flowers to create fuller, more complex designs. Plus, the principles of ikebana have had a strong impact on her approach, teaching her the importance of balance, space, and the natural beauty of each element.
What is more, the Estonian florist also prioritizes sustainability in her work. This is reflected in her choice to avoid floral foam and her preference for reusing materials; both of which not only align with her environmental values but also add a unique, personal touch to the designs she creates.
Saale Haala:
“I see my work as a blend of artistry, culture, and technique, and I am always seeking to evolve and improve. My goal is not only to advance in my craft but also to inspire others to explore and appreciate the beauty and joy that floral design brings.”
Saale’s Creative Process and the Inspiration Behind Her Designs
For this Helsinki-based florist, it is largely her Nordic background that gives her floral design works a crisp, clean feel, while the Central European influences bring richness; using more flowers and variety. Ikebana, she reiterates, has also taught her the importance of balance and simplicity. What is more, her inspiration in the creative and floral artistic processes comes from both the materials and the ideas she uses—they often work in symbiosis with color, form, and emotion guiding the design.
Saale Haala:
“Another time to bring an idea to life is like polishing metal, refining it until it resonates with meaning. I also prioritize sustainability by reusing materials and avoiding artificial constructions and foam, which adds both a personal touch and an environmental commitment to my work.”
She, also, notes that her background in graphic design and photography has, by the same token, influenced her floral work in many ways. As a designer, she says she focuses on composition, color balance, and visual impact, which directly translates into how she arranges flowers; approaching each arrangement with an eye for structure and harmony, much like she would when she designs a visual layout.
Photography, on the other hand, helps her to see her designs through a different lens, paying attention to light, shadow, and texture to highlight the beauty of each floral element. Together, these skills help Saale create floral art that is not only visually striking but also thoughtfully composed and expressive.
Participating in the 2025 World Cup Floral Art
The call to represent Estonia in the 2025 World Cup Floral Art was both a surprise and an honor for Saale. At first, she says, she did not fully realize the scale of the opportunity. But once she reflected on it, she knew it was a challenge she had to take head-on. The invitation to represent her country offered her an opportunity to push herself creatively. This is an opportunity that she is committed to giving her all. It is a chance to showcase her passion for floral art while representing Estonia with pride.
The World Cup Floral Art 2025 is, according to her, both a great honor and a powerful personal challenge. Personally, it signifies an opportunity to push her creative boundaries and connect with other passionate florists from around the world. Professionally, it is a platform that will allow her to showcase her work on a global stage and further solidify her place in the floral community.
Saale Halla:
“Competing at such a prestigious event will certainly impact my career by opening new opportunities for growth, collaboration, and learning, while also strengthening my commitment to sharing my love for floral art with a wider audience.”
The floral competition will feature different varieties from companies like Decorum and Marginpar who are some of the main sponsors. While she is familiar with both these growers, Saale presently has not had the opportunity to work with Marginpar’s flowers as much, despite the grower's impressive and expansive selection, which she describes as being truly exciting. She, however, looks forward to the opportunity to work with their offerings more so during the World Cup. She has, however, previously worked with flowers and plants from Decorum; a brand she really appreciates for their quality and variety.
Keeping Her Focus During This High-Stakes Event
That aside, the competition is indeed fierce. There is a constant need to maintain one’s composure even under pressure and keep one’s focus during this high-stakes event. And for Saale, with some experience competing in both Europe and Asia, she has learned the importance of staying calm and focused under pressure.
Saale Haala:
“Having received my "whips," I understand that preparation is key—meticulous planning and practice allow me to approach the event with confidence. I also recognize the value of having a reliable assistant to support me, ensuring that I can concentrate on the creative process while they can support me. Staying organized, maintaining a clear vision, and relying on my past experiences help me stay grounded and perform at my best, even in so high-stakes situations.”
In the end, from the competition, her definitive goal is to create floral works that leave a lasting impression, surpass her limits, push the boundaries of her creativity, and share the deeper emotional connections that flowers can convey. She says she wants her works to speak about the beauty of nature, the importance of sustainability, and the power of simplicity.
Still yet, through her participation in this competition, she hopes to inspire others to see floral art as a form of expression; one that rises above mere decoration to become a powerful message of connection, emotion, and creativity. She aims to leave a lasting impression, not just with the final design, but with the ideas and values it represents.
Her Dreams and Aspirations Post World Cup Floral Art 2025
Saale, who always strives to stay up-to-date and innovative, continuously seeks inspiration from various sources; whether through art, nature, or floral design in its other forms. She collaborates with other artists and explores new materials.
Saale Haala:
“Currently, I’m excited by the growing focus on sustainability in floral design, particularly the use of home-grown materials. I’m also inspired by the blending of natural forms with modern aesthetics, creating designs that feel both organic and fresh.”
In the next few years, she hopes to continue growing both creatively and professionally, expanding her reach in the floral world. She sees herself pushing her limits even further, exploring new techniques, and collaborating with inspired people across different fields. However, her eventual goal remains to inspire others through teaching and workshops, and sharing knowledge and the passion she has for flowers and the deeper meanings behind floral design. For now, however, her focus is to make Estonia proud by taking home the ultimate prize in the World Cup Floral Art 2025 competition.
Photos feature artistic floral designs by Saale Halla (@saalehalla).
