Holly Chapple: Weaving magic through the organic

From the garden centre to the White House, seasoned florist and floral pioneer Holly Chapple will be joining us at MADRID BLOOMS.

Could you tell us a little about how you started in the world of floral design?

My father had a garden center while I was growing up. He taught me a lot about nurturing plants and how to do evergreen arrangements. I remember one of my first projects was a wedding for my neighbor, who asked me to do the floral arrangements. My first contract was the Washington Horse Show and Crow Lord Liquor. The arrangements were massive. And sometimes the president would show up.

Are there any specific themes, colours or elements that you are drawn to repeatedly in your work?

I would say that my work is mainly about loose organic elements. I was harvesting from my own property. These things were not seen in the flower industry.

Who or what are your main sources of inspiration in the world of floral design?

I’m inspired by the floral work of Gregor Lersch. He makes me think about my work in a different way.

Are there other artists or designers, not necessarily in the floral industry, who inspire your work?

I’m inspired by William Hogarth’s mastery. His non symmetrical artistry is like a metaphor for my personality. I’m open to everything. 

"I want them to feel that it’s magic. To feel the love, care and passion that has been put into the design". 

What has been the most significant learning experience in your career as a floral designer?

To ensure success you always have to be overly prepared. Take extra materials with you. Pack everything that you need onsite. I have so many years of experience that I create a list in my mind to pass down. I would tell florists to think with their own gut.

Could you highlight one of your favourite floral design projects and what made it special to you? What was your last project?

I would say that the last project that I did was one of my favorites. We worked for the Kennedy Center Honors. It’s another type of event, it was an honor. We created a wall with thousands of red roses. I’ve also had the pleasure to work as a florist in the White House for the Obamas.  

Is there an event or client that stands out in your memory as especially rewarding?

There is a particular family that is close to my heart. I did two of their children’s weddings. I love when I get to continue on with the family, it’s an honor.

Are there any emerging trends or innovative techniques that you find especially exciting?

I love the moody tones and I love the new colors that are being introduced in the industry. Like Pantone's Peach Fuzz Color of the Year. I am also in touch with providers who are about to launch new products in the industry.

What specific sustainable practices do you incorporate into your daily work as a floral designer?

I have my own product line, I reduce the amount of foam used, we use the installation mechanic  

When people experience your floral designs, what message or emotion do you hope they take away?

I want them to feel that it’s magic. To feel the love, care and passion that has been put into the design. It radiates, not only the women, but also the men, the boyfriends.