ALONG WITH THE RISE over the past decade of botanical creative agencies specializing in floral art direction, and designers who match blossom to boudoir in enchanting ‘encounters’ with flowers, we’ve seen a renewed focus on florists. As objects of beauty in and of themselves, flowers can be a store’s best decoration. Often, little else is needed, even when blooms appear in a neutral context. Recently, however, such shops are no longer furnished to resemble hothouses or apothecaries. Rather than recusing themselves before the blooms, they frame the flowers, amplifying their virtues. Advances in technology, social media and screens have led to a commensurate increase in the design not just of things but of experiences that revolve around the senses: sight, touch, smell, taste. From China to Denmark, three flower shops…
