design
stars
e designers you are about to meet might be from the farthest corners of the globe, but they all have
one very important thing in common: their passion for flowers. From Asia to Europe to Central America
and beyond, these floral masters leave us in awe with their inspiration, ingenuity and sheer originality. From the
most complex of mechanics and armatures to the simplest of floral placements and aesthetics, these floral designers
are at the top of their craft – and are showing the world how flowers can be taken to a whole new level.
SPAIN
Alex Segura, Alex Segura Floral Design / 5 Sentits Florals / Escola d'Art Floral de Catalunya
Cabrera de Mar (Barcelona) | @alexsegurafloraldesign | alexsegurafloraldesign.com | 5sentitsflorals.com
"Flowers and design have always been my passions. e power of colors, to play with textures and to pay
attention to every aspect are the bases of my work."
Alex Segura has worked in the field of floral art for more than two decades, as both a designer and an educator. He was a
graphic designer prior to entering the floral industry, and for more than a decade, he was an independent designer as well
as a floral retailer in Barcelona, but he then decided to dedicate more time to teaching.
Over the last 13 years, Segura has combined his work as a professor for
Escola d'Art Floral de Catalunya, in Barcelona, with
freelance work. He has taught courses and hosted seminars in Spain, Switzerland, Germany, Portugal, France and Costa
Rica. He has also participated in both national and international floral competitions in South Korea, China, Japan, Croatia
and Singapore; the last in 2011, at the "Intercontinental Cup Flower Design Competition" in Taiwan.
Segura has also contributed to three books:
Barcelona Floral Architecture and two e Crafter's Secret volumes, by FLOOS.
He has given demonstrations worldwide, and since 2006, he has worked annually with Norwegian designer Torbjörn
Åkesson to create the floral décor for the "Nobel Peace Prize Award Ceremony," in Oslo, Norway.
We searched the world over
to bring you some of today's most
creative and innovative floral artists
By Kat Castagnoli, AIFD, CFD, CCF
international
12
May | 2021
