30
December | 2022
Design
Dynamic New-
conven on Design
With its dramatic vertical and horizontal
planes, this design style generates
arrangements that can be not only
exciting and distinctive but also
budget friendly yet profi table.
Floral design, photos and text by
Mike Hollenbeck, AIFD, CFD
Floral Artistry
Lewiston, Idaho
Designing fl oats for e Rose Parade, I have learned
that zoning materials and using bold colors
translate well to everyday fl ower arrangements.
ese techniques convey positive energy and high
vibrations, perfect for expressive designs for any type
of celebration as well as any arrangement that you
want to stand out of the crowd.
is design style could be best described as
"interpretive New Convention," which features strong
vertical and horizontal planes that are at 90-degree
angles to each other. Basing techniques, such as
clustering, layering, terracing and pavéing are
often incorporated into designs of this style.
In strict New Convention designs, negative
space is incorporated between the vertical
groups of materials, of which there may be
two or more; the vertical and horizontal
placements are refl ective of each other,
meaning that they comprise the
same botanical materials; and
the horizontal placements may
extend on all four sides ( front,
back and sides).
Because I own a retail fl ower
shop, I am always looking to
create distinctive designs that
are budget friendly. With this
design style, I am able to utilize
short- and broken-stemmed
fl owers in the basing techniques,
instead of discarding them, which
is a great way to maximize profi ts.
Design
