Madoka Murozuka: The Creative Mind Behind Flower Club’s Chrysanthemum Collection

When I first met Madoka Murozuka, it felt like a perfect match. I had put out a call for a new designer, and when her portfolio landed in my inbox I was immediately captivated - not only by her skill, but by the way flowers were so prominent through her work. From our very first meeting, we got straight into bringing the Flower Club “Chrysanthemum” collection to life. From hats and hoodies to T-shirts, every piece was thoughtfully designed by Madoka, right down to the photography itself. Today, I’m delighted to share more about her story, inspirations, and love for flowers.

Could you introduce yourself and tell us a little about your work as a designer?

I am currently based in Amsterdam, the Netherlands. I have previously lived in London and Denmark, and I felt that life in Europe suited me very well, which ultimately led me to move to the Netherlands.

I work as a freelance designer, exploring a range of creative fields including graphic design, gallery curation, and personal art projects. I also started a personal flower project called “en secret garden”, inspired by my wish to capture the calm and peaceful feeling that flowers and nature bring me.

The Netherlands is known as both a “country of flowers” and a “country of design,” which makes it an ideal home for someone like me who loves both.

What kind of projects do you most love working on, and why?

I put passion and care into all client projects, but projects involving flowers—like this time—are especially exciting and inspiring for me. I am truly grateful to have had this opportunity.

Last year, I started a personal project called "en secret garden", a small flower initiative that lets me express my own love for flowers. I hope to continue nurturing and growing this project in the future.

What is your favourite flower?

My favorite flower is the tulip. I find not only the bloom but also the process of wilting incredibly beautiful. I especially love watching tulips from the bud stage, as they gradually open and eventually bend and sway gracefully in a vase. it’s like they dance. Observing this daily brings me joy. Living in the Netherlands allows me to see so many tulips, is pure joy for me.

I also adore snowdrops, which happen to be my birth flower. Seeing them bloom from winter into the start of spring gives me a sense of the season’s arrival. I am captivated by how they peek through the snow and glisten in the sunlight.

You’ve experienced both Dutch and Japanese flower cultures. What do you find different about them?

I feel that flowers are much more a part of daily life in the Netherlands.

People carry flowers while walking through the city, and flowers are naturally integrated into everyday spaces. In Japan, flowers are more often given for special occasions or important moments.

Do you have a favourite garden or place to visit in Japan?

I always make sure to visit the Tokyo Metropolitan Teien Art Museum when I return to Japan.  It’s a special spot I adore, where I can immerse myself in both art and the beauty of nature. (https://www.teien-art-museum.ne.jp/)

I also love the former Furukawa Gardens. (https://www.tokyo-park.or.jp/park/kyu-furukawa/)

For flower lovers visiting Amsterdam, what places would you recommend (markets, gardens, hidden spots)?

In Amsterdam:

• The rose garden at Vondelpark (Vondelpark Rose Garden)
  
• The gardens at the Rijksmuseum
  
• Noordermarkt(market)　
  
• Royal Flora Holland(The world's largest wholesale flower market)
  

Out of Amsterdam:

• Westbroekpark Rosarium (Den Hague)
  
• Keukenhof Park – it’s a classic, but the beauty is truly breathtaking
  

Also Walking around the city, I enjoy noticing the small flower beds tended by neighbors—it always warms my heart. During summer, there’s also a hidden gem I really adore: the private garden at my landlord’s summer house. This is one of my favorite places — a secret spot no one else can visit.

Is there a flower-related destination still on your dream travel list?

I am very interested in flower culture and markets in Southeast Asia and South Asia. 

I would love to visit/see:

・Thailand’s Phuang Malai

・Vietnam's Lotus flower

・India’s Phool Bazaar

What do chrysanthemums mean to you personally?

I find chrysanthemums beautiful, with their layered petals and a subtle sense of strength. In Japan, they’re often associated with nobility or used as offerings, which gives them a sacred and special feeling.

How did your love for flowers influence this particular chrysanthemum design for Flower Club?

Because I really love flowers, creating the designs felt very natural. My feelings of affection for them became the driving force, and before I knew it, my mind was full of ideas!

What was your design process like for creating this collection?

First, I photographed chrysanthemums and used those images as inspiration. I have always enjoyed creating art by collaging photographs, so I created an art piece that I then translated into T-shirt designs.

Julia’s only request was that the word “菊” (chrysanthemum) be included in Japanese. Thinking about how to express it visually became the most exciting part of the design.

I’ve always been fascinated by typography, and I’d been wanting to try working with Japanese type for some time. When I received this request, I thought, “Now is my chance!”

It was challenging but extremely enjoyable to compare different Japanese elements—kanji, hiragana, katakana, vertical and horizontal fonts—while matching them with the photos and roman letters.

Did you approach designing a wearable piece differently than you would, say, a print or an artwork?

Artworks are often viewed from the front, but clothing must work from every angle—front, back, and sides. Since I hadn’t previously worked much with three-dimensional pieces, designing so that the items could be appreciated from 360 degrees was very fresh and exciting. Most pieces feature different designs on the front and back, which together form a complete work.

What do you hope people feel when they wear your chrysanthemum clothing?

A huge thank you to Madoka for sharing her journey and creative process with our Flower Club community. Her reflections remind us of the joy found in everyday flowers, the inspiration that comes from cultural exchange, and the ways design can transform flowers into art we carry with us.

You can explore her floral project en secret garden at www.murozukamadoka.com/en-secret-garden and follow her on Instagram at @en_secretgarden.

Discover the full Chrysanthemum collection and wear Madoka’s designs for yourself.