Ideal Standard Corporate Client Project
STEP 1 : Choose a floral design style which best complements the type of business environment, eg contemporary or traditional setting:
My brief was to supply a contemporary floristry design suitable for the reception area of the Ideal Works Offices and Bathroom showroom in National Avenue, Hull. The reception area is a mix of design features including beautiful wooden veneer, white UPVC porch area separating two reception seating areas and a gorgeous modern curved ceiling with contemporary down-lighting leading clients through to the contemporary and stylish bathroom showroom.
STEP 2: Find out a little bit about the business and it's background so that appropriate floristry materials can be chosen to complement what the business is trying to achieve as well as brightening their public space with flowers: Ideal Standard is an International Company concerned with the manufacture of bathroom and sanitary appliances. It has it's origins in Kingston upon Hull as the National Radiator Company (see Figure 1: Promotional Literature). It has a rich history dating back to 1894 when the company was first established. In 1934 the company was acquired by the Ideal Boilers and Radiators Ltd. Throughout the decades the company has been amongst the top ranking manufacturing companies throughout Europe. The company has maintained it's position by constant innovation and technological progress to provide households with "Ideal Standard" home comforts in heating, hot water supply and professionally designed bathroom fittings. Several years ago Ideal Standard separated it's business entities into separate companies creating Ideal Standard and Ideal Boilers. My chosen design is a reflection of the Ideal Standard concept of "Innovative Space" relating to their bathrooms being designed luxuriously to fit any space. |
The relaxing and soothing luxury of a soak in a bubble bath is reflected in the finished design by the use of a fish bowl vase filled with sparkling water crystals which support the exotic blooms of Gloriosa lilies. The vibrant and rich hues of the lilies provide the design with an accent colour which mimics an interior design technique to harmonise different areas of a room (see figure 6 below, the slate blue tiles and blue towels and accessories provide a backdrop to show off the bathroom suite to great effect. |
It is important to know the dimensions available where your client requires their floral design to be situated so that a suitable design can be made taking into account the restrictions of space or the size of space that needs to be filled - scale and proportion is vital to ensure the design does not look out of place. A robust choice of flowers and foliage is also required if the design will be subject to a lot of temperature changes, air conditioning and draughts from doors opening etc, and direct sources of heating. All of these things will effect the longevity of the floral design. "Fresh Cut Flowers" by Gregory Milner provides a useful list of flowers which can withstand harsh office conditions. The stability of the design is also of paramount importance and should be sufficiently secure and placed where it will not be easily knocked over. These issues can be looked at as part of an on-site risk assessment. On that note, it is also important to advise the client if any foliage or flowers have toxic or irritant properties so that they know not to touch the arrangement.
CARE TIPS This exotic Gloriosa Lily prefers higher temperatures of between 22-25oC during the day and 20oC at night therefore is quite suited to an office environment. They are sensitive to ethylene gas so it is advisable to keep them away from ripening fruit and cigarette smoke. Their water levels must be kept topped up with flower food added and their stems re-cut every 2-3 days. This will ensure happy turgid stems and bright long-lasting blooms. Treat Gerbera's to a drop of bleach in their water - this kills any bacteria and stops the Gerbera's from becoming air locked. | FLOWER TRIVIA Gloriosa superba "Rothschildiana" was named after Baron Z.W. Rothschild who introduced the lily into Britain at the English Horticultural Society at the turn of the 20th Century. Some common names include Glory Lily, Flame Lily and Tiger's Claw. Gerberas are native to South Africa and cultivated from a Barberton Daisy. They are now named in honour of a German naturalist Traugott Gerber. |
Following my visit to the client to discuss my ideas for the design, materials to be used and flower choice and colour, the client requested that blue Gerbera be used instead of red Gerbera or Gloriosa lilies. The decision for blue is because it would reflect the colour of the company logo and the stems of the Gerbera through the curved lines of the design also reflect a company concept of "great lines and curves" in relation to the design of their bathroom suites. Following tutorial advice the Gerberas were installed in decorative seahorse tubes so that the Gerberas could follow the curves of the S shape of the design and therefore not detracting from the design by having the stems showing in straight lines. Changing the design however resulted in the design being less stable as the full flower stem placed through the mesh would have provided greater stability. The stability of the design is currently dependent upon the weight of the large fish bowl. After the first day in situ at Ideal Standard the Gerbera flagged due to insufficient water source from the seahorses and water crystals. It was therefore re-done according to the original design with the stems passing through the design into floral foam. See image below.
Because blue Gerbera are not naturally available, I decided to source some gorgeous white Gerbera and modified the colour of their petals by adding food colouring to the water. As you can see from the image below this method is far more beautiful and natural looking than spraying or dipping the flowers.
Benefits of this design to the Client * Economical - The Ideal Standard floral framework can be re-used week after week rearranging it with fresh florals which can be selected to suit the seasons or festive periods. Alternatively different varieties of blue flowers could be used each week. * The design is further economically viable if the framework and props are on a loan basis whereby only a minimal charge is made plus the cost of supplying fresh flowers each week rather than purchasing the design outright. * this would also include regular maintenance to ensure the design remains fresh and in peak condition at all times. * Use of the company logo helps the client to promote the company in an innovative and creative way. | Benefits to me as a Floral Designer * I have learnt the properties of the materials used within the design. The aluminium wire was more pliable than anticipated making the frame slightly less stable than I would have liked although it was great to mould it to the required S shape. To re-do this frame again I would perhaps use 2 stubb wires alongside each other and connected, (staggered like brickwork to give integrity) and taped together to create a much longer piece to work with. * Offering the design as a loan piece along with a regular contract to supply weekly flowers is more commercially viable as it maintains a customer/client relationship rather than a one off order. * This is an excellent design as it does not use very many flowers and will require minimum maintenance. The flowers can very easily be changed week after week. |
Bauer, A (2009) "Cut flower of the month" [on-line] accessed on 13.5.14 and available at: http://www.superfloralretailing.com/february2009/cutflower.html
Grace's Guide British Industrial History (2007) "National Radiator Co" [on-line] accessed on 14 March 2014 and available at: http://www.gracesguide.co.uk/index.php?title=National_Radiator_Co
Interflora (no date) "Gloriosa" [on-line] accessed on 13.5.14 and available at: http://www.flowers.org.uk/flowers/flowers-names/e-h/gloriosa/
Milner, G (2009) "Fresh Cut Flowers" Victoria/Australia: JoJo Publishing
Grace's Guide British Industrial History (2007) "Ideal Boilers and Radiators" [on-line] accessed on 14 March 2014 and available at: http://www.gracesguide.co.uk/index.php?title=Ideal_Boilers_and_Radiators