Andreas Verheijen is a certified Master Florist. Born and raised in Zundert, the Dutch epicentre for Dahlia-culture and famous for its flower parade, a career in botany was inevitable. After having lived in Great Britain for 16 years where he worked as floral sales executive for Harrods’ floral department in London, as well as having had his own flower shop, he returned to The Netherlands. Nowadays he works as a freelance floral designer for e.g. the Dutch Flower Council, but still also works regularly in Great Britain on various events and exhibitions.
All the event-projects are customized and created for particular occasions or clients. The ideas usually evolve over a time and are set to a specific theme or happening. Creating parties like these is mostly a team effort in which all participating associates have their own speciality. In general all events are executed in association with Sue Artus – Robert Young Cheltenham, Matthew Brown – Wesley House Winchcombe, and TDA London.
The editorial assignments can be divided into two groups, in which one is directed primarily towards the florist, or to flower and pot plant retailing industries, with main target to inform and inspire the reader of the article. The second group represents flowers used editorial to support an idea or product, and to create atmosphere. Editorial work for e.g. Provider, Wallpaper, House & Garden, Harrods Magazine, Ulster Tatler, Period Living, La Vie en Rose, the graduation catalogue of ArtEZ Institute of the Arts, and for specialized flower magazines like Fusion Flowers, Bloem & Blad, and Hana Boushi.
The exhibition work proves to be very diverse. It includes exhibitions on specific locations, because of special occasions, and in most cases open to the public. It also includes working on professional showrooms and trade-stands, which in most cases incorporates interior accessories in which flowers or plants are a supporting factor. Exhibitions includes e.g. Series 7 at the MMKA Museum Modern Art Arnhem, Salon/1 in Amsterdam, Castle Cool in Ireland, Dromantine in Ireland, Lapada Art & Antique Fair in London, Celebration of Craftsmanship and Design in Cheltenham, and Extreme Arranging in Cleveland Ohio. Trade-fairs include Hortifair in Amsterdam, Collection/Tendence in Frankfurt, Truffaut in Paris, and Maison & Objet in Paris.
Engineering is an ongoing project and is initially about creating flowers and not about arranging them. Apart from being proposals towards new varieties, the engineering series should primarily be seen as a laboratory towards shape, colour and texture in a broader sense than just the flower industry.
Demonstrations and workshops are given either through assignments by the Dutch Flower Council, or on invitation by a floral society. The content is always to inform the customer about new techniques and trends, but also to promote specific sorts of flowers or new varieties. Demonstrations and workshops in Barbados, Canada, Great Britain, Hungary, Ireland, Italy, Japan, Mexico, Netherlands, Poland, Portugal, Slovenia, South-Africa, Switzerland, Russia, Spain, Uruguay and the USA.
Demonstrations and workshops on request.
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