The international professional project ADDAWARDS.RU developed in the Russian city of St. Petersburg is an independent open competition in the fields of private and public architecture, interior, product, and landscape design. The aim of the project is, among other things, to establish communication between all participants in the interior and architecture market. As the name of the project implies, prizes are also awarded. ADD Awards are prestigious awards given to talented interior decorators, designers, and decorators. For the second season, a Russian-Dutch team of flower florists was responsible for the decor of the ADDAWARDS.RU ceremony, which made a splash among the guests of the Award last year.
Linking Chrysanthemums to Leading Russian Professionals
It was in December 2021 for the second consecutive time that I was allowed to join this event as a partner with my company Sobolj and online platform Flower Experience. That also gave me the opportunity to create a unique opportunity for my clients to link Dutch flowers, in this case, chrysanthemums, to the work of leading Russian professionals.
I know from experience that Dutch florists and designers have long learned and understood that if they can combine floral, interior, and fashion design, everyone can gain in terms of a successful business. That is independent of the artistic value that this has. I like to inspire Russian craftsmen with these insights and experiences. And so Dutch flowers can be presented in Russia in an excellent way and new varieties can be introduced.
The Flower Folkie Trend
I suggested that the ADD Awards organizers organize a roundtable discussion during the event that also hosted the Awards. I have chosen Dutch flowers and the 'Flower Folkie' trend in floral arrangements in 2022 as the theme. This is inspired by examples from the professional association Just Chrys, which is also involved in this project, including as a supplier of almost 3,000 chrysanthemums.
Russian talents Akber Suleymanov and Tatiana Giazova enthusiastically told the many interested visitors to the event about the origin, characteristics, and special qualities of the more than fifty varieties of chrysanthemums used in this project showing the Flower Folkie trend. They also explained how the products can be used and how the flowers can also be used in the work of designers and interior decorators.
Two other floral designers participating in the designs for the ADD Awards are Studio Bermyakov and Drevo Jelani.
Beautiful Pieces of the Fashion Designers
Also special was that during a show of the beautiful pieces of the fashion designers, stylists enhanced the accents of the fabrics with real flowers, which were applied in the hairstyles of the models.
30 Winners of the 2021 ADD Awards
The winners showed their ADD Awards in the photo zone, which was entirely composed of Dutch chrysanthemums. Of course, they were photographed many times, with which the colorful flowers were also shared further in Russia.
The thirty award winners naturally received beautifully composed bouquets from the designers.
The Russian professional designers told me afterward that they were surprised that trends also exist in the flower sector and that they are also being developed in a targeted manner. That's how I knew that my goal had been achieved: to bring different worlds together that can both win in the artistic and business areas.
Photos by Leonid Gerkus. Video courtesy of Flower Experience & Sobolj.