ABOUT

Hi! I am Federica, an Italian floral designer based between London and Italy, working internationally.

My passion for floristry and teaching is inspired by the beauty of nature, its connection to different means of expression, cultural traditions and -as a whole-the role of botany in society.

I was born in central Italy, a famous area for its crafts and culinary culture, where I grew up with a great fascination for the art of decorating the dining table, design and antiques.

I hold a BA in Management Economics in Milano, which led me to work into event production, and to carry out a Master in Sustainable Design and Innovation in Madrid. My fascination with art, design, crafts and photography guided me into the floral industry.

After working as a freelancer for editorials, events and studio productions, I joined the design and floral team at LOEWE Flores in 2016. The luxury floral boutique based in Madrid drew inspiration from the work of Constance Spry, the 19th century British iconic gardener and floral designer who pioneered contemporary floral art.

As a floral design teacher and tutor, I developed my own classes first in Madrid, to later join the London Flower School in London, a renowned creative floristry school fostering the boundaries of education in the flower industry. Since 2019, I have taught about floristry technics and the development of creative projects, and participated in the design and production of events and visual projects for the school.

My dedication to floral design is nurtured by the strong socio-cultural value of the elements of nature in our daily lives. In this vision, organic materials are a tool to self-expression through symbols leaning in the essence of each culture. Using flowers as an artistic and communicational medium, I explore the nature of human experiences and interactions through the creation of installations, floral compositions and multi-sensory table styling.

My research is developed to influence experiences of those interacting with nature, building bridges between the roots of culture and the environment that surrounds it. I am interested in the study of the shapes, colours and textures of natural elements, as they convey a message, both emotional and expressive, that has evolved over the centuries since prehistory. My mission is to pay homage to a universal art that celebrates the essentials, creating memories for an audience that can connect with that essence, discovering something about themselves.

I develop and executes floral art and botanical design projects offering to my clients different kinds of products and services: 

_DECORATION OF PRIVATE AND COMMERCIAL SPACES 

_BESPOKE DESIGN FOR EVENTS AND WEDDINGS

_PHOTOSHOOTS, STYLING AND SET DESIGN 

_TEACHING BESPOKE WORKSHOPS TAILORED TO MEET INDIVIDUALS AND GROUPS SPECIFIC NEEDS, SUCH AS LEARNING A PARTICULAR TECHNIQUE OR STYLE. WORKSHOPS ARE AVAILABLE INTERNATIONALLY.