The World Cup Floral Art 2025 in The Hague, Netherlands is a major event on every florist’s calendar. With the 2025 edition just around the corner, this global competition brings together top floral artists from across the globe, showcasing breathtaking designs and unparalleled creativity. One such competitor is Irati Tamarit, a talented florist from Spain with deep roots in the floral industry and a passion for teaching and artistry. Here's a look at her journey, inspirations, and thoughts ahead of the competition.
Irati Tamarit's Legacy of Flowers and an Unexpected Path
It was not always sure Irati would follow in the footsteps of her ancestors. Her grandparents, uncles, parents, and cousins all work in the floral industry. Still, her path started in a completely different direction.
"The nicest thing would be to tell you that I always wanted to work in flowers, but nothing could be further from the truth. I come from a long line of florists, so I’ve been surrounded by flowers since I was little," Irati begins, reflecting on her background. Despite her family's rich tradition in the floral industry, Irati initially didn’t plan to follow in their footsteps. She dreamed of becoming a veterinarian or perhaps working in radio. "I wanted to be a journalist, or maybe a voice actress. I was into languages—everything caught my attention."
It wasn’t until she moved to Barcelona at 18 and began studying at the Escola de Disseny Floral that her path in floral artistry became clear. “That year changed my life,” she shares. “I discovered floral art and all the creative possibilities with flowers.” Thirteen years later, Irati now teaches at the same school that set her on this path, having found a deep love for both floral design and teaching.
Saying Yes to the World Cup Floral Art
Irati’s journey to the World Cup started with a phone call. “Almost a year ago, I received a call from the director of the Spanish Florists Association inviting me to represent the country,” she recalls. “The next thing I did was call my family, and then my boss, Daniel Santamaria, who’s also the director of the Escola.” Daniel is a key figure in her career, someone she refers to for guidance and a source of constant support.
Deciding to compete wasn’t just about saying yes; it was about ensuring her team was complete. “I knew I had to have Alfonso Benavente, my assistant from the Spanish Cup, by my side again. And that’s how it will be.”
Irati's Natural and Organic Style
When asked about her design style, Irati admits it's difficult to describe herself, but others have often characterized her work as natural and organic. “The choice of materials is crucial. Plant elements always play a key role in what I create. I love the wildness and imperfection that each season brings.”
Her patience and attention to detail set her apart, particularly when creating intricate structures, weaving patterns, or crafting bridal bouquets. “I like to have fun and take risks with color, but my signature is in the craftsmanship and the time I spend on each piece.”
Irati’s Basque heritage is a strong influence on her work. “I come from the Basque Country in northern Spain, a region full of mountains wherever you look, with oaks, beeches, apple trees, and pines. Horses on all its slopes and birds of prey flying through its valleys. And moss, lots of moss.” The natural beauty of her homeland, combined with her family’s floral background, has shaped her as both a person and an artist.
“They’ve taught me to work hard, to collaborate with others, but also to fight for my own ideas. And above all, they’ve always given me freedom.”
Excited for the Unknown
The World Cup Floral Art is sponsored by two major flower brands, Decorum and Marginpar, both of which are unfamiliar to Irati. “I’m really excited to see and work with their products,” she says. "It's always very interesting when you travel to other countries to see other flower markets, distribution companies, and get acquainted with new floral brands.
Traveling the world enriches her life in many different ways: “You know, in Barcelona, we are fortunate to have access to local Mediterranean flowers and plants, and most of the flowers the school and event companies use are grown nearby. We try to buy locally as much as possible. However, it’s always fascinating to visit other countries and see how their flower markets work, from distribution to the small shops," Irati says. She’s particularly drawn to places like Mexico and Vietnam, which left a lasting impression on her.
Facing the Biggest Challenge Yet
For Irati, the World Cup represents the ultimate professional challenge. Competing alongside the best florists in the world, many of whom she’s admired for years is both exhilarating and nerve-wracking. “It’s surreal. Sometimes I’ll be walking around the city or having lunch with friends, and it hits me—I’m going to compete against florists I’ve studied and looked up to since I was a kid.”
While the pressure is undeniable, Irati embraces it with enthusiasm. “It’s a huge adrenaline rush, a burst of energy and creativity that my team and family share with me.” The impact of the competition on her career could be significant, but her ultimate hope is to continue teaching and traveling, sharing her knowledge and learning from other floral artists around the world. “That would be a dream for me.”
From Blank Canvas to Finished Design
Irati’s creative process is ever-evolving. Inspiration strikes in the most unexpected places—while walking through the city, listening to music, or even boarding a plane. “Inspiration can come from a tree, a furniture store, or a museum. It’s all about capturing those moments.”
Sketching is a fundamental part of her process, helping her visualize ideas before bringing them to life. “I still have my notebooks from when I was a student, and I love looking back at them.”
The challenge is translating that inspiration into a tangible design. “It’s all about trial and error—starting with an element and weaving it, seeing how it dries, how it molds.”
Staying Grounded and Focused Under Pressure
For Irati, the true challenge of the World Cup Floral Art 2025 lies in the year of preparation leading up to it. “The creative processes, the trial and error, the ideas that come and go—that’s the real challenge.” Her goal is to move people with her work and to have the audience understand and connect with her designs. “What I would like to achieve is to see the public get excited when they see my work, that they understand it, and to see myself reflected in it. To be able to innovate, break with the established, surprise. All of this is very difficult, of course."
Despite her naturally active and nervous personality, Irati finds a sense of calm when competing. “When I compete, I get completely absorbed in my work. It feels like I’m alone in the workshop.” Structure and preparation are key for her, and having a well-organized schedule helps keep the nerves in check. “If you know what you need to do, it doesn’t feel like a competition—it’s just another rehearsal.”
Her family and team play an essential role, reminding her to eat, rest, and take breaks when necessary.
The Future of Floral Design
Working at the Escola de Disseny Floral in Barcelona for over a decade, Irati has had the privilege of learning from some of the best florists in Spain. “We’re exposed to so much information, the challenge isn’t staying updated—it’s figuring out what to do with it all.” One of the movements she’s passionate about is reducing the use of floral foam, plastics, and other pollutants. “For an industry rooted in nature, we’re not as sustainable as we might think.” And that's a reason why she is also thrilled that the 'greenery' trend is here to stay. “The public seems to love the garden style—organic, natural work that feels alive.”
As for the future, Irati hopes to continue teaching in Barcelona while also expanding her horizons through travel. “I want to visit places I haven’t had the chance to explore yet—other schools, other floral designers, other ways of thinking about floral art.”
Ultimately, she dreams of spending a long stretch of time working in Asia. “Hopefully, that dream will come true.”
Follow Irati Tamarit's Instagram to join her journey to the World Cup Floral Art 2025 in The Hague.
All photos courtesy of Irati Tamarit.
