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.”