“Every design starts with a vision”

Sarah Dikker is a master florist who gets her inspiration mostly from abroad. She explains how this works.

“Traveling has completely changed my view of flowers,” says Sarah. “When I went to America when I was 21, I was amazed at how much money was spent on floral decorations there. Flowers were perfectly matched to the tablecloths and interiors, a level of detail we don't see much here in the Netherlands." 

For Sarah, every design starts with a vision. “Inspiration starts in my mind; I see it in 3D. The idea is immediately fixed, and then it has to be developed: from a technical drawing to 3D visualization and example compositions, the  materials used and the story behind it. Culture and people's stories play a big role in this. But ultimately it's about telling a story, and empowering a certain expression. We work in an industry where we are asked to express emotion and value. We shouldn't take this lightly. An event is nothing without decoration; it is essential to the experience, the look and feel. The appearance of flowers is a global language that everyone understands.”

Extraordinary creations

Her most extraordinary creations? “I always task myself with re-experiencing all the basic ideas about aesthetics and continually coming up with surprises. My goal is always to create a work that is so powerful and appropriate to the story that it stirs emotions. When I succeed in that, I have accomplished my mission. So instead of a floral arrangement on a standing table, I once designed trees you could stand under. The branches were completely decorated with flowers.”