4TH
Edition
Floral design and perfume are two sensory languages that speak to each other. A fragrance builds its narrative through scent, and floral design builds its own through form, colour and texture. Both stir emotion and unlock memory, reaching far beyond the visual.
At MADRID BLOOMS 2027, each designer interprets one of the seven fragrance families in a single installation. Perfume leaves the bottle and takes physical form, an immersive world experienced through every sense.
Fragrance FamiliEs
Floral design and perfume are two sensory languages that speak to each other. A fragrance builds its narrative through scent, and floral design builds its own through form, colour and texture. Both stir emotion and unlock memory, reaching far beyond the visual.
At MADRID BLOOMS 2027, each designer interprets one of the seven fragrance families in a single installation. Perfume leaves the bottle and takes physical form, an immersive world experienced through every sense.
From idea
to mateRial
Flowers are only the beginning. The greatest designers can take an idea, abstract, intangible, even impossible, and give it material form. At MADRID BLOOMS, you work alongside your chosen designer through the full creative process: receiving a brief, decoding it and shaping it into a piece that carries your signature. You see, step by step, how the world’s leading designers think and build meaning.
Concept-led, multidisciplinary and rooted in storytelling, this is where floral design is heading. You’ll leave with new techniques and, above all, a new way of seeing your craft. The future of floral design is being shaped in Madrid. Make sure you’re in the room.
“Scent is a very direct sensory stimulant. It awakens the senses, evoking emotion and memory.”
Tom Ford
FOUGERÈ
Take one wrong step past the fern grove and down you tumble into a land of surreal, sensorial madness, where scentless things smell and scented things don’t, mixing, unmixing, remixing.
GourmanD
Legend tells of a scent so deliciously powerful that a single sniff could whisk you straight back to childhood, to a world of pure imagination, chocolate rivers included.
CITRUS
There was once a lemon so strange its aroma sparkled and fizzed, waking up those who came into its path and transporting them to pure sensorial brightness.
FlorAL
The original honey trap, a scent so sweet, so nostalgic, so uncannily hypnotic that even now, romantics follow her the way children once followed the piper.
WOODY
Every forest keeps its secrets, but cedar and sandalwood never learned to, their scent gives them away. Follow it through the trees, breathe deep, and those secrets are yours.
CHYPRE
They say an island once grew where light and earth refused to separate. Mediterranean sun and salt breeze above, laurel and moss below, and us, tethered between the two.
AMBER
Deep in the earth burns a fire crystallised and suspended in time. Its musk-and-spice sigh seeps through stone, a quiet guardian keeping the earth from darkness.
EMILY THOMPSON FLOWERS
Emily Thompson | New York, USA
The Alchemist of Botanical Art
SCENTSCAPE · FOUGÈRE
For Martha Stewart, she is “the designer who redefined floral design in New York.” A sculptor by profession, she brings a physical instinct to flowers, transforming untamed materials into compositions that seem discovered rather than designed. Showcased at the White House and MoMA, her book, Emily Thompson Flowers, is now on shelves worldwide.
PHKA STUDIO
Tul Chompaisal, Vissata Poy Duangwongsri, Pradubwong Aung Hongvisedchai | Bangkok, Thailand & Paris, France
The Architects of
Floral Experience
PHKA has found its stage by creating spatial experiences that blend installation, architecture, and botanical design. With clients like Louis Vuitton, Hermès, Gucci, and Four Seasons, it merges Thai craftsmanship with contemporary design.
GRACE JOLIE
Eun Jin Yang | Seoul, Korea
The Force Behind
the Fruit-Forward Movement
SCENTSCAPE · CITRUS
From garden to orchard, Grace Jolie transforms garden style into a unique language that brings the inanimate to life. Recognized as one of the ‘Remarkable Women in Floristry’ by Florists’ Review, her studio serves as a hub for artistic exploration.
PASSION
FLOWER SUE
Susan McLeary | Ann Arbor, USA
Reimagining
flowers as
wearable art
SCENTSCAPE · FLORAL
With over 20 years in events and teaching, floral artist Susan McLeary has redefined flowers as wearable art. Author of The Art of Wearable Flowers and Flowers for All, she is a recognized voice in Martha Stewart Weddings and Cosmopolitan, having taught 20,000 students, making her a leading figure in botanical jewelry.
SAGARMINAGA
ATELIER
Gabriela Sagarminaga | Bilbao, España
The New
Language of
Natural Fibers
At Sagarminaga Atelier, raw materials meet high concept, transforming humble fibers into sculptural pieces worthy of the most exclusive displays. With commissions from Hermès and Milan Design Week, craftsmanship has moved from the workshop to the exhibition hall.
OH, MARIA
FLORES
Maria Beatriz Figueira | Lisbon, Portugal
The Face of Contemporary Romance
SCENTSCAPE · CHYPRE
Oh, Maria Flores is shaping the creative direction of contemporary European weddings. Her destination weddings, featured in Vogue, Elle Decoration, and The Wed, turn luxury events into vibrant narratives of each couple’s story.
Michelle Pourroy
Michelle Pourroy | Guadalajara, Mexico
Mexico’s Floral
Game Changer
SCENTSCAPE · ÁMBER
Michelle Pourroy is the voice of luxury floral design in Mexico. With sixteen years of experience, 3,000 weddings, features in Architectural Digest, and collaborations with Balenciaga and Tiffany & Co., her work is putting Mexican floral design on the global map.