We still have a long way to go before we appreciate cut flowers as aesthetic necessities the same way as the Europeans do. The floral locavore movement that is currently running strong in United States has done much to elevate the beauty of cut flowers, as well as their seasonality, although we still import a large number of flowers from Central and South America. Cut flowers can dramatically animate and enliven an otherwise drab room – I purchased three dozen white tulips from Whole Foods last week, and watching them assume a different life in their fluidity towards light was an experience that brighten the dark mornings.
Perhaps the way the supermarkets and some florists market their flowers can use a styling revision inspired by the small floral boutiques in Europe. In warmer months, the floral bounty is let loose, flowing out of the storefront onto the street where the scents, colors, and shapes entice pedestrians to linger and even walk spontaneously into the store to explore more. It was a successful ploy I fell for several times in London, Paris, Stockholm, and Copenhagen.
Copenhagen was one city where the florist storefronts seduced me over and over, and the Danish Martin Reinicke’s Blomsterskuret (“flower shed” in Danish) may be modest in size, but seems larger when spilling forth with container plants and cut flowers styled in that enviable Nordic way. Located in the hip Vesterbro district, Reinicke’s actual shop is a black shed adorned with gooseneck light fixtures.Stand alone shelving appears salvaged from different sources and placed around the shore, and every imaginable plant and container are crammed on the ledges as if the shed is literally growing.
Once you step through the doorway of the store, the light-filled interior is lined with shelves of different containers and vessels, and a central table is crowded with tiers of cut flowers, each grouped in its individual vase for function and comparison. Light is natural, and the artificial illumination produces a flattering cast on the flowers and plants. How many times do we see cut flowers in the lurid yellow light of the produce section in supermarkets here? It doesn’t help that the colored cellophane wrapping look garish. Lead by example of how the cut flowers would look at home in natural light, and sales then may begin to materialize. The female shop assistant, while preoccupied with making a bouquet, did not hesitate to smile and strike up a friend conversation. It is not simply adequate for a store to create a strong aesthetic impression, as friendly service helps heighten the initial interaction outside. I left Blomsterskuret, wanting to be a patron shall I boldly uproot my life and move to Copenhagen. ~ Eric