MADRID BLOOMS invites you on a sensorial voyage through the seven olfactory families that have long mapped the world of scent. Like fragrance, floral design tells its stories through ingredients, conjuring ephemeral universes that reach beyond what the eyes can see, but speak directly to the senses and awakens memory and evokes emotions. Each scentscape is a door into its own realm, and this edition the designers will bring them to life as large-scale botanical installations, where fragrance takes form, color, texture, and space.!
Designers
S ScentscApes
PASSIONFLOWER
SUE
Susan McLeary | Ann Arbor, USA
Reimagining flowers as wearable art
GRACE JOLIE
Eun Jin Yang | Seoul, Korea
The Force Behind the Fruit-Forward Movement.
OH, MARIA
FLORES
Maria Beatriz Figueira | Lisbon, Portugal
The Face of Contemporary Romance
SAGARMINAGA ATELIER
Gabriela Sagarminaga | Bilbao, Spain
The New
Language of Natural Fibers
MICHELLE POURROY
Michelle Pourroy | Guadalajara, Mexico
Mexico’s Floral Game Changer
EMILY THOMPSON
FLOWERS
Emily Thompson | New York, USA
The Woman Behind
Immersive Floral Worlds
PHKA STUDIO
Tul Chompaisal, Vissata Poy Duangwongsri, Pradubwong Aung Hongvisedchai | Bangkok, Thailand & Paris, France
The Architects of Floral Experience
WHeN?
January 27, 28 & 29, 2027.
9:00 AM to 6:00 PM.
WhERE?
DAY 1 | Institución Libre de Enseñanza.
P/ General Martínez Campos, 14, Chamberí, 28010 Madrid.
DAY 2~3 | Central de Diseño en el Matadero Madrid.
Pl. de Legazpi, 8, Arganzuela, 28045 Madrid.
€ 450,00
DAY 1 | January 27, 2027 |
Flowers on Stage. Design Talks at the Institución Libre de Enseñanza +
Networking lunch with the MADRID BLOOMS Community.
INCLUDES:
9 hours of demonstrations + Networking lunch + MADRID BLOOMS gift bag.
€ 3350,00
DAY 1 | January 27, 2027 |
Design Talks at the Institución Libre de Enseñanza, including Networking Lunch with the MADRID BLOOMS community.
DAY 2 | January 28, 2027 |
Two workshops with designers of your choice, plus Networking Lunch with the MADRID BLOOMS community.
DAY 3 | January 29, 2027 |
Creation of an installation at the Central de Diseño in the Matadero Madrid with the designer of your choice, plus Networking Lunch with the MADRID BLOOMS community, closing drinks and diploma ceremony.
INCLUDES:
25 hours of Design Talks, Workshops, and Installations + Three Networking Lunches + Closing Drinks + Premium Flowers, Materials, and Tools + Notebook, Apron, and Tote Bag + MADRID BLOOMS Participation Diploma.
THE CURATED EXPERIENCE INCLUDES:
Everything included in the 3-Day Experience, plus:
- An invitation to an exclusive Welcome Cocktail with the MADRID BLOOMS 2027 designers
- Reserved front-row seating for all Design Talks and Workshops
- A private guided tour of the Prado Museum
- A Fragrance Family class at La Academia del Perfume
The conferences include simultaneous English/Spanish translation.
The Timetable
- FLOWERS ON STAGE
- DESIGN MASTERCLASSES
- LARGE~SCALE INSTALLATIONS
The PRogram
DAY ONE
Flowers
on
Stage
Floral design like never before. A full day of live demonstrations and behind-the-scenes insight with the visionary designers setting the pace for the industry.
AM
Session 1
Oh, Maria Flores
From Flower Shop to Wedding Empire.
Session 2
Emily Thompson Flowers
Floral Alchemy: What You Were Told to Throw Away.
Coffee Break
Session 3
PHKA
New Ground for Antidisciplinary Design.
Session 4
Michelle Pourroy
What I Wish I Knew: Strategies for a Success.
Lunch Break
PM
Session 5
Grace Jolie
From Flower Bed to Allotment: Fruit-Forward Garden Style.
Session 6
Sagarminaga Atelier
The Real Luxury: Artisan Craft.
Session 7
Susan McLeary
Where Goldsmith Techniques Meet Floral Art.
DAY TWO
Design
Master
classes
How to tackle the creative process? How do star designers shape their signature style? How do flowers become art? Your answers await.
AM
MICHELLE POURROY
ESTUDIO FLORAL CREATIVO
Trade Secrets: What Makes a Business Boom
Michelle Pourroy on scaling your events and growth model. A strategy workshop for your floral design studio.
PHKA STUDIO
Multidisciplinary Design: Building Theatrical Atmospheres
PHKA’s workshop on the mixing pot of creative fields behind their curated events.
SAGARMINAGA ATELIER
Artisan Craft for Luxury Showrooms:
Haute Couture Design Pieces
Gabriela Sagarminaga’s sculptural workshop, weaving traditional technique into contemporary design.
SUSAN MCLEARY
Deconstructing the Flower: A New Chapter for Floral Design
Susan McLeary and the Techniques that build wearable sculpture.
Lunch Break
PM
EMILY THOMPSON FLOWERS
Recontextualising Nature: Spotting potential in the unconventional. A masterclass in creative collaboration between foraged material and the language of sculpture.
GRACE JOLIE
Garden Style’s New Look: Fruit-Forward Design
Grace Jolie’s centerpiece class on reinventing traditional genres with unexpected materials.
MICHELLE POURROY
ESTUDIO FLORAL CREATIVO
Trade Secrets: What Makes a Business Boom. Michelle Pourroy on scaling your events and growth model. A strategy workshop for your floral design studio.
OH, MARIA FLORES
The Language of Love: Moving People with FlowersBringing sensorial storytelling to contemporary wedding design.
DAY THREE
Large
Scale
Installations
Work alongside masters and collaborate on a large – scale installation, from concept to creation.
AM
WORK ON INSTALLATIONS
Assigned spaces
PM
WORK ON INSTALLATIONS
Assigned spaces
CELEBRATORY DRINKS
FRAGRANCE
FAMILIES
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.
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.
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.
ÃMBAR
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.
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.
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.
CÍTRICO
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.
CoLOMBIa
ECUaDOR
sPaIN
FrANCE
ThE NEThERLAnDS
U.S.A
CoLOMBIa
ECUaDOR
sPaIN
FrANCE
ThE NEThERLAnDS
U.S.A
