25 Jul 2014
Far from a faux pas
UK-based faux flower company, Floriture has entered into the superyacht market with its first outfitting project, on board 85m Lürssen-built Ace.
SuperyachtNews.com spoke with company MD, Alex Whitfield who said the company is making good progress in its quest to change the perception of faux flowers at the top end of the luxury market. “We are doing that by showing clients the quality we can offer”, he said. “Essentially they’re not really flowers – they are decorative items and we try to treat them as such. We try to push the boundaries and do things that are just not feasible with fresh.”
In the case of Ace, Whitfield says the company dealt directly with the owners and the yacht’s design team at Andrew Winch, and upon completion of the project, didn’t have a single piece rejected. But, in order not to disrupt the flow of the vessel, the vast majority of the work was done from Floriture’s UK base, before installation on board the yacht.
“Being new to the industry, it’s all about education and reputation.” And the company’s entry into the market, Whitfield explains, was facilitated by Winch’s innovative idea to reinvigorate the yacht’s interior by creating these “floral sculptures”.
It’s a mechanism that the interior design community is increasingly embracing, he adds, and that has provided an entry point into the superyacht market. “I see a massive need from both the client side and the crew because it’s not just about not having fresh flowers, because they’ll continue to do so. But its not feasible to have the volume, so it’s not one or the other but a way of changing the space quite quickly without a lot of hassle on the crew side.”
Add a comment
Other Business News
After an extraordinary turn of events the Superyacht Owner’s VIP lounge returns to its traditional home. Make sure your name is on the guest list More
As concepts arrive on our desk in the run up to Monaco, we look at the line between inspiration and PR More
Thus far 2016 has seen eight serious incidents that have resulted in the loss of superyachts, nearly five more than the average numbers of yacht fires between 2010 and 2015. More
We delivered €60,000 of prizes to the crew of motoryacht Secret, the winner of The Crew Report's Superyacht Golden Ticket survey. More
ABB Marine and Ports
ABB is a leading supplier of electrical power and propulsion systems for ships. We provide innovative, safe and environmentally-friendly solutions and qualified services worldwide. Our AzipodÂ® propulsion has proven its efficiency and reliability on yacht vessels with its ultimate silent and ecological solution.
Marlink offers seasonal, flexible contracts to match regional sailing requirements. Through our dedicated account managers & customer services, we develop personal relationships with customers & drive innovations to develop digital solutions & smart applications that take you beyond just connectivity.
Superyacht Tenders & Toys
Superyacht Tenders & Toys have a high level of expertise in providing new build and custom tenders, chase boats, RIBs & all popular yacht toys. With an unrivalled global service network, maintaining a personal & bespoke service, wherever you are in the world, Superyacht Tenders & Toys can help.
Integrated Navigation Systems based on state-of-the-art technology and decades of experience in the superyacht industry. Ultimate knowledge and flexibility in system integration. Dedicated customer care throughout the whole project and beyond.
WREDE Consulting is an independent paint consultant and paint surveyor company who has worked for most of the 200 largest yachts worldwide in coating, paintwork and equipment areas. WREDE Consulting engages in quality management and objective quality assessment for the coating of mega- and superyachts. www.wrede-consulting.com
ASEA POWER SYSTEMS
ASEA POWER SYSTEMS is the Marine Industry Leader for Shore Power Conversion equipment ranging in power from 8kVA - 1000kVa.
ATLAS MARINE SYSTEMS
Atlas Marine Systems, the world leader in the design of marine electrical power systems, offers a full range of engineering services necessary to define the onboard electrical distribution system or simply the application of the Atlas power conversion products.
Jets Vacuum AS
Jets Vacuum has for over 30 years been the leading innovator in vacuum sanitation technology. With over 11,000 Jets systems in operation on all types of ships, Jets are known for high quality, flexible cost efficient solutions backed up by first class world wide service