How would you describe your signature style? What makes it yours?
I would describe my signature style as simple yet impactful. I spend a lot of time observing textures, shapes, and colors in everyday life. I especially enjoy creating designs that combine flowers and fruits. I find it fascinating to discover the visual similarities between fruits and plants and arrange them in a sculptural, harmonious way. Because my work begins with careful observation and my own original ideas, it has naturally developed into a style that is uniquely mine.
How did you go about creating a recognisable brand?
I believe I built a recognisable brand by continuously researching and refining my own style. I studied visual design, with a focus on brand design, so I naturally think about symbolism in my work. In a way, each of my pieces carries its own symbolic meaning. Although I often use only a small number of flowers, I aim to create arrangements that are sculptural, bold, and beautiful. I think that strong visual impact is what stays in people’s minds and has helped make my work instantly recognisable.
“Every material has its own character, and my role as a designer is to reveal that character in a new and meaningful way.”
What’s one thing you want people to walk away with after attending your workshop?
I hope people leave my workshop asking themselves, ‘How can I create a different kind of beauty with flowers?’ To me, the most important thing is discovering unexpected combinations of flowers with plants or fruit, combinations that others may not have noticed before. That sense of discovery and freshness is what keeps me inspired to continue working with flowers. I also hope they learn to observe their everyday surroundings more closely and develop a unique way of seeing the world. I believe that perspective is the most important part of being a floral designer.
What do you think is the most valuable part of educational spaces like MADRID BLOOMS?
For me, the most valuable part is the opportunity to connect with students and fellow florists. In my day-to-day work, I spend most of my time focusing on fulfilling clients’ requests as accurately as possible. Because of that, I often meet people in a business context rather than having the chance to spend time with students or other floral designers. Events like MADRID BLOOMS create a space where we can meet, exchange ideas, and learn from one another. I believe that opportunities to connect and share perspectives are the greatest value of a place like this.
What was the project that changed everything?
There wasn’t one single project that completely changed my career, instead, my career has been built through consistency. Over time, more and more people began to appreciate my style. Today, I work on floral styling for the homes of well-known celebrities and private clients. They show me where they would like flowers to be placed, and I create designs that complement each space. Confidentiality is very important, I can’t share most of them publicly. Another major turning point was when students started telling me they wanted to learn my style of work. Meeting students from different countries has taught me just as much as I have taught them. Every workshop gives me new perspectives and inspires me to continue growing as a designer. That’s why I always emphasize the importance of consistency. If you continue creating with sincerity and stay true to your own style, I believe your career will naturally grow over time.
Where do you find inspiration for your work?
I find inspiration in everyday life. I spend much of my time simply observing the world around me. The colors of a beautiful dish, fashion, architecture, or the beauty of nature can all become sources of inspiration. That’s why I always tell my students to look, listen, and truly experience the world around them. Inspiration isn’t something far away. It comes from how carefully you observe your surroundings every day and how you transform those observations into your own work. I believe that’s what makes a designer’s work unique.
How has Seoul influenced your style?
Seoul is a fast-paced, constantly evolving city, and that inspired me to create designs that fit modern urban life. I think that’s why my work has developed into a style that is simple, yet bold and impactful. I also studied visual design throughout my university, master’s, and doctoral studies, with a specialization in brand design, and I believe much of my creative style comes from that background. My ability to create sculptural, visually balanced compositions was really shaped through that experience.
What’s a recent project that really stood out for you?
One of the most meaningful experiences for me has been meeting students through my international workshops. In my everyday work, I often create designs based on a client’s brief. While I enjoy that process, workshops are very different. They give me the opportunity to exchange ideas with students, discover new perspectives together, and create floral art for the sake of creativity itself. Those moments remind me why I fell in love with flowers in the first place. That’s why going to MADRID BLOOMS isn’t just about teaching, it’s something I do for myself, to learn, to be inspired, to connect with other designers, and to continue growing as an artist. I believe the best education happens when we learn from one another.
What role do the materials you use play in your work?
To me, materials are more than just elements to decorate with, they are a language for expressing ideas. I don’t choose flowers simply because they are beautiful. I’m interested in their shape, texture, color, and the relationship they can create with other materials. That’s why I often combine flowers with fruit or plants. I enjoy discovering unexpected harmony between them and transforming ordinary materials into something people haven’t seen before. I believe every material has its own character, and my role as a designer is to reveal that character in a new and meaningful way.
What are the sustainable practices you incorporate into your daily work?
Sustainability is something I try to practice in simple, practical ways every day. One of the most important things in my work is using a kenzan instead of floral foam whenever possible. It allows me to create naturally while reducing unnecessary waste. I also like to give materials a second life. Even after flowers have dried, I often reuse them in new compositions or educational projects instead of throwing them away. I believe every material still has beauty and value if we look at it from a different perspective. To me, sustainability isn’t just about protecting the environment, it’s also about respecting the life and character of every flower and making the most of what nature gives us.
When people see your work, what do you hope they feel?
I hope people don’t simply look at my work and think, ‘That’s beautiful.’ I hope it encourages them to see familiar things in a new way. I want them to think, ‘I never imagined flowers and fruit could work together like that,’ or ‘Something so ordinary can become so beautiful.’ To me, creating floral art isn’t just about making beautiful arrangements, it’s about changing the way people see the world around them. If my work inspires someone to look at flowers, plants, or even everyday objects with fresh eyes, then I feel I’ve achieved what I wanted to do.