Kelly Ekardt – Frankfurt Floral Artist & Stylist
From the world of high fashion to the art of floral design, Kelly Ekardt has carved a unique path in
In today’s Flower Story we catch up with Liz and Holly from FLWR on lockdown, London life, and how language can inspire floristry. If you scroll on over to their instagram, @weareflwr, you’ll find yourself lost in an editorial arrangement wonderland. Have a read to find out how FLWR was founded from a marketing agency during the pandemic, and how their eye-catching contemporary installations continue to grow the brand today.
In this series of blogs we introduce floristry queen bees, inspiring Club Members, and blooming inspirations like Liz and Holly. Although FLWR is based in Shoreditch, London, they undertake projects worldwide – they’re also planning a new studio addition in Manchester, UK!
In conversation with Liz Parker, Founder and Holly Collison, Head of FLWR Studio, London.
1.How were you introduced to the world of flowers?
Liz : I was introduced to flowers whilst studying Fine Art, my practice led me to discover the art of floristry and floral prints.
Holly: Flowers have been a part of my life since I was very young. I would say that my mum especially influenced me, she would always pick grasses and wildflowers during our walks to fill the house with during the summer. I remember our neighbour had a huge bush of fuschia pink flowers that would spill over the fence. My mum & I named it the “Barbie Bush” which stemmed from the fact that I was obsessed with Barbie at the time. It was only later, when I began learning the names of flowers that this was actually called a Rhododendron. Every time I see rhododendrons in bloom, I think of the Barbie bush and it really makes me laugh. I still prefer our name for it.
2.Why do you love working with flowers?
Liz: I’ve always found the textures and depth of flowers to be the most interesting thing, they’re like these beautiful aliens that grow from the ground and we can create the most unique designs from them. Working with them always grounds us I think.
Holly: I see flowers not only as an artistic material but also as an expression. I love how their seasonal changes bring evolution to your work, keeping it fresh and dynamic year after year. I love how working with them alters the way you see the world too. No matter where you are, whether walking down the street in London or wandering through a sleepy town on holiday. You find yourself searching for flowers or plants. They just catch your eye, poking their heads out of gardens, tumbling over balconies or wrapping their branches around fences. You become so in tune with them, it’s like you’re wearing flower tinted lenses.
3.What is the best advice you have received through your floral arrangement journey?
Liz: Lean into whatever your style is and be confident with it.
Holly: Don’t overthink it!
4.What inspired you to turn your passion for flowers into a business?
Liz: If I’m being honest, it was mainly situational. I run a creative marketing studio called EP Studios, and when COVID hit, our work dropped off significantly. To keep our team busy while waiting for events and marketing to pick up again, we opened FLWR. We started ordering flowers and sending out hand-tied bouquets across London. I’ve always loved using flowers as a medium in my art practice, but I had to dig into my McQueens training and start shifting bouquets out the door. It was slightly stressful. That’s actually where our tagline, “FLWRS will save us,” came from—at that point, we didn’t know what else would! Once we started coming out of lockdowns, we knew we needed someone we trusted to take what we had built and make it their own. As soon as we reconnected with Holly, we knew she was absolutely the right person for the job.
5.Are there any artists who you look up to or inspire you most?
Holly: I’m inspired by a lot of art, films, vintage books and homewares but lately language and poetry has really inspired me. Even from seeing one particular word in a book or poem can conjure up so many possibilities for an arrangement in my mind.
I recently picked up a poetry book named “Hot Tears through velvet rage” bv @adriann.ramirez at a zine fair and totally fell in love with their poems with themes of flowers running through them.
6.Where do you source your floral materials, vases & tools?
Liz: We always like to try to use local producers as we’re really keen on keeping what we do sustainable but as all floral designers know some of the most interesting and talented people and products come from far and wide so we shop about.
7.How would you describe your style of floral art?
Liz: I love work that incorporates other materials alongside flwrs, so I’d describe my style as explorative.
Holly: I would describe our work as contemporary, abundant with blousy blooms but mixed with more sculptural and delicate shapes.
8.Do you have a favourite material or season?
Liz: I’m a big fan of an Icelandic Poppy, I’m not even sorry about us posting so many on our instagram haha!
Holly: My favourite season would have to be between April and May, you can feel a huge shift in the varieties available. An abundance of colour starts appearing at the flower market and it creates a real sense of excitement for summer.
9.What is the advice you would give to someone who is studying or wanting to study floral arrangement?
Holly: Practice at home, go foraging, pick up some flowers from the supermarket, explore and play. Get to know what you like and what feels authentic to you and your style. It’s important to practice because it’s the only way you’re going to get that moment where it all comes together and just clicks!
Liz: I think just ask and speak to as many people who inspire you as possible, it’s a bit of a clique but you’ve no idea where a conversation can lead you.
10. Do you have any good floristry secrets / tips to share?
Holly: Burn the stem of an icelandic poppy before plunging it into cold water, it’ll make the flower open and bloom much bigger.
Liz: Chicken wire is a floral installations best friend.
11. What’s been your best “I LOVE MY JOB” moment?
Liz: There have been so many moments in my career with FLWR that make me think, “I love my job.” In the early days, one of those moments was when my partner Josh and I finally got out of lockdown. We went to the flower market after what felt like years inside, and the sunrises from the car park roof were just amazing. It was a bit of a pinch-me moment, realizing we got to create beautiful installations for some great brands. Nowadays, though, what I love most is being in the studio, listening to the team chat and design. We’re all just so thankful that we get to do this for a living.
12. What are the biggest challenges you face working with flowers as a job?
Holly: The need to be accessible online whilst being knee deep in flowers is often a challenge. Switching between creative mode and email / client facing mode can really interrupt your flow and surprisingly take a lot more mental energy than you might think.
Liz: Budgets being cut…
13. For flower lovers – where would you recommend they visit in London in a 24 hour visit?
Holly: The Garden Museum, The Barbican – Conservatory or Kew Gardens has to be my top 3 flower places to visit in London.
Liz:Obviously the flower market in Vauxhall.
14. What is ahead in your flower future?
Liz: We’ve recently purchased a piece of land just outside of Manchester where we plan to hopefully grow our own flowers and expand our offering into Manchester so hopefully you’ll be seeing FLWR NRTH launching soon!
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From the world of high fashion to the art of floral design, Kelly Ekardt has carved a unique path in
Amsterdam-based floral artist Ariella Hill, the creative force behind RAE Blooms, has had a whirlwind time since we last caught