american floral trends 2005

by David Coake

Guided by several of the floral industry’s most respected design professionals, the unique “American Floral Trends” forecast, which premiered at the 2003 AIFD National Symposium in St. Louis, is the only trends projection effort tailored specifically for the American floral industry. Funded by the California Cut Flower Commission (CCFC), the forecast identifies the most significant trends, including colors, styles, materials, ambience and more. Its purpose is to enable floral retailers to select and design flowers, containers and accessories with greater knowledge and profitability.
With the arrival of the new year, Florists’ Review is proud to exclusively present the 2005 “American Floral Trends” update, which reflects directions for the coming year. This update is the collaborative effort of the following industry luminaries:
• Kim Morrill, AIFD, member of the CCFC’s Education & Outreach Team and creative director for Silk Botanica Inc. in Brisbane, Calif.
• Michelle Perry-White, AIFD, creative director and product development coordinator for DA Direct/One World in Hong Kong
• Maureen Welton, president of and creative director for Eighteen Karat International Product Sourcing in Vancouver, B.C. Canada
• Leatrice Eiseman, head of the Eiseman Center for Color Information and Training and executive director of the Pantone Color Institute
We encourage you to explore the following pages and familiarize yourself with these floral-specific trends so that you, too, can utilize them to benefit your business.

aloe
Relaxation is the soul of the “Aloe” trend, and that peaceful, therapeutic and spa-inspired essence continues. Originally centered around sky and ocean blues and the grays and off-whites of stone, sand and clouds, Aloe, for 2005, has broadened and become more complex.
This year, it has a bit more color than the pale, washed palette of 2004. Two blues indicative of the new Aloe are soft, silvery gray blues, like oyster blue, and blue greens, like turquoise and aqua. The 2005 palette is warmer, too, with the infusion of taupes and mochas. Other notable distinctions are the introduction of pastel corals and warm pinks. Think of the ethereal complexity and hues of oyster and abalone shells.
Fragrance is a key element, so flowers including roses, Freesias, hyacinths and a host of others, are ideal. Other florals with grayed and diluted blue-to-lavender hues, like Eryngium and Nigella, also are appropriate. Foliages can include Eucalyptuses, dusty miller and geranium as well as herbaceous materials such as Artemisia, Salvia, rosemary and lavender.
The Aloe style remains casual and uncomplicated, yet its combinations of colors, textures and elements are quite complex. Containers can include glass (clear, frosted and lightly tinted), ceramic, natural and washed wicker, and other natural elements in the same palette, and accessories can include shells and semiprecious stones along with smooth natural fibers and gauzy fabrics.

MATERIALS: Hydrangeas, kales, Eucalyptus pods and dusty miller from California cut flower growers; Square Vase from Syndicate Sales; Sven glass tray from Accent Décor; blue glass vase from Meyer Imports Ltd.; square blue stone vase from Compradores.
 

cymbidium
Originally inspired by the world of cosmetics, the “Cymbidium” trend is even richer and redder for 2005, with the noticeable absence of the flesh, tan and taupe “makeup” hues. It’s still warm and textural, glamorous and sophisticated, luxurious and sensual.
Cymbidium’s former gentle skin tones have given way to complex brown- and purple-tinged reds (like cranberry) and burgundies (oxblood and eggplant) although some soft brown-toned pinks have emerged. The influence of brown on the reds in this palette remains strong, but the infusion of purple into the reds is a noteworthy new direction.
With rich hues and sumptuous textures being hallmarks of this trend, roses are particularly suitable, in hues from velvety red to sultry blackish red. Other fitting florals include orchids in brownish burgundy and pink hues, burgundy miniature callas, and burgundy cockscomb, to mention a few. Coordinating foliages include red ti leaves, Cotinus (smoke tree), Photinia, Lophomyrtus and even red huckleberry.
Floral designs are mass arrangements of texturally luxurious botanicals. Foliage should be minimal unless it is tinged a red or burgundy hue. Containers range from rich red/burgundy colored glass and ceramic to leather-covered and fur-accented vessels. Similarly, textural leathers, suedes, velvets, and ruby-like jewels are suitable enhancements.

MATERIALS: ‘Black Baccara’ and ‘Black Beauty’ roses, Oriental lilies, peonies, miniature callas and cockscomb from California cut flower growers; red vases from Jim Marvin Enterprises.

masala
Embodying a warm, strong and sensual palette, “Masala” is an ongoing multicultural trend. In 2004, this trend encompassed ethnic influences of Moroccan, Middle Eastern and Indian cultures, but for 2005, the dominant influence is that of Thailand, with inspiration from that country’s unique artwork, artifacts and handicrafts. Because Masala remains a multicultural trend, influences of any vibrant culture can be integrated as long as the look remains formal and sophisticated.
Whereas the hues in 2004 were vivid reds, oranges and yellows with a jolt of electric blue, a dominance of orange accented with red-oranges and reds defines the 2005 palette. Yellow is still a part of this trend, but blue has diminished. New to the palette are deep wood tones.
Flowers are brightly colored, and because of the strong Thai influence, orchids are naturals. Other florals can include marigolds, Dahlias, Zinnias, Celosia, Oriental poppies, vibrant-colored roses, lilies, Gerberas and much more. Additional befitting botanicals are palm leaves and other exotic foliages as well as pods, fruits and spices.
Floral stylings can range from linear and abstract to dense massed designs. Containers should be evocative of artifacts and materials of foreign lands, especially wood, ceramics and metals. Coordinating accessories include brilliant patterned fabrics, intricate embroideries, sequins, beads and more.

MATERIALS: tulips, orchids, miniature carnations, waxflowers, chrysanthemums, Echinacea and Hibiscus pods from California cut flower growers; amber Garden Harvest glass vase from Syndicate Sales; red-orange bamboo vase from Four Hands Corporation.

chlorophyll
As consumers’ fascination with all things green continues, the organic “Chlorophyll” trend, which comprises the full spectrum of greens, from yellow greens to blue greens to earthy gray, brown and even black greens, remains as strong as ever. For 2005, however, the shift in this trend is to brownish greens, with overtones of walnut, cherry and mahogany. While yellow greens and blue greens hold their own, creating interest and tension within this trend, brown-infused greens—mossy and woody—are the current direction.
Within this organic trend, texture is key. In addition to the ever-expanding variety of natural green-hued flowers (roses, carnations, spray chrysanthemums, callas, orchids, Anthuriums and much more), foliages from everyday species to exotic and tropical are found. Other appropriate botanicals include branches, ornamental grasses, mosses and lichens, pods and cones, seeds, berries and even fruits and vegetables.
Natural, vegetative, botanical and uncontrived arrangements are the styles most befitting of this trend. And congruous containers can include anything made from organic materials such as clay (ceramic), stone, wood, bark, roots, vines, grasses, leaves, wicker, rattan and hemp.

MATERIALS: ‘Limbo’ roses, Cymbidiums, lady’s mantle (Alchemilla), lotus pods, Magnolia leaves and Monstera leaf from California cut flower growers; green bamboo vase from Four Hands Corporation.

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