TARGET AUDIENCE: Younger audience of men and women who enjoy the splendor of flowers. These people live in a cultured, artistic environment, with inspiration surrounding them at every glance.
LIFESTYLE: Like jewelry making, floral design has been elevated to an art that is a pervasive career trend among hip creatives. The artists featured in this volume are also synonymous with the ultra-chic “return-to-nature,” simple-living lifestyle that is the new luxury in urban hubs like Brooklyn, Los Angeles, and Portland.
INSPIRING INTERIORS: Flowers will be featured in situ in gorgeously decorated spaces like kitchens, bathrooms, and wildly inspired gardens, and thus beautiful interiors and lifestyle inspiration will be a key addition to this useful book.
APPROACHABLE: Unlike the ultra-stylized floral design looks of the Preston Baileys and the Paula Prykes, these artists promote personal style and wild eccentricity, making the styles more practical and less intimidating for the reader to produce.
REGIONAL: Each region in the United States—North, South, East, and West—will be represented by notable flower artists in that region who are not only making work that reflects that specific cultural surrounding and style, but are also working with seasonal flowers native to that region.
UNIQUE: Most flower books feature arrangements in the classic style of symmetry, geometry, and order. The artists within this volume, like with Bringing Nature Home, feature a more wild and “back to nature” style that has been the trend in flower design and is more in fashion with the hip and eco-chic aesthetic.
HIP DESIGN: In Full Flower is being art directed and designed by the same person who art directed and designed Rizzoli books Opening Ceremony, Chloë Sevigny, and Mark Borthwick.
“The trend for flowers this spring is romantic, wild and free. In our May issue we feature the new book, ’In Full Flower: Inspired Designs by Floral’s New Creatives’ (Rizzoli, April 25), which highlights floral designers who are reinventing the way we enjoy flowers at home. The big idea is to be loose and organic, not fussy arrangements or uber-tight bunches of buds. What I really love about this trend is that it favors the enthusiast since the look is less polished and more natural.”
“Calling all non-traditionalists: The Ingalls’ tome is a celebration of a new wave in contemporary floral design, featuring artists who combine traditional techniques with an organic, free-form style.”
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