|
|
Touring Frankfurt Florists
A look at three European shops |
|
Written by Amanda Ryder
|
Aug. 13, 2009 – At the beginning of the year, I travelled to Frankfurt, Germany, to attend Christmasworld at Messe Frankfurt. The fifth-largest city in Germany, Frankfurt is the country’s financial centre and is structured to cater to a business crowd. The city’s economy depends on finance, transport and trade fairs.
Before the show kicked off, I found some time to visit a few Frankfurt florists to see what trends and looks were popular with German florists. Here’s a look at the three florists I visited during my trip.
Toskana Floristik, Schwarzwaldstrabe 11a, Frankfurt, Germany
Located in Frankfurt’s Niederrad district, Toskana Floristik is nestled on a side street in a quiet part of the city. Wicker baskets filled with bulbs sit outside the shop, encouraging passersby to stop in for one of the many pre-made arrangements that the florist has to offer. Inside, two designers work to fill an order as I walk around, snapping pictures.
The tables are filled with small to medium-sized bouquets, dish gardens and bulb plants arranged in terra cotta pots, more wicker baskets and glass vases. Many of the designs use natural materials such as moss, swirls of branches, stones. The florist offers customers the options of choosing an already-made design or picking from the stylish buckets filled with fresh flowers. Some of the smaller designs are wrapped with wire and leaves on the outside or showcased in modern-shaped containers to add value to a simple rose bud.
When preparing designs, the designers at Toskana Floristik have an interesting technique to prevent the flowers from going thirsty. They keep leaves, flowers and, eventually, the entire design hydrated by placing the flowers in a steaming bowl filled with a bit of water.
The shop is successful in delivering customers with a consistent look and style using earthy colours such as brown and chartreuse green to complement the shop’s aluminum containers, wicker baskets, terra cotta pots and iron displays and dishes. The flowers all feature the same nature-based style of design and many of the arrangements are displayed in various sizes and price points to give shoppers a choice.
For more images visit our Toskana Photo Gallery
Blumen Beuchert, Rathenauplatz 2-8, Frankfurt
Located across the street from an upscale retail plaza and in a popular shopping core, Blumen Beuchert offers shoppers flowers and designs that make a statement. Outside the shop, tables are set up on the sidewalk and filled with grab-and-go bulbs in glass containers. A wagon with the shop’s name on it also sits filled with potted plants to entice the public into making an impulse buy.
When customers make their way through the logo-embossed front door, a large pot filled with flowering branches stops them in their tracks. Many of the display stands and fixtures at Blumen Beuchert are made of stone and match the grey brick background. The muted, neutral tones allow the brightly coloured stems to really stand out.
The florist carries several potted orchids but didn’t display as many pre-made arrangements as Toskana Floristik, the first shop I visited. Instead, stems are bunched together with other varieties in complementing hues and placed in large glass vases. These vases are showcased on stone pedestals, which help to increase the perceived value of the flowers and present them in a luxurious way. Because they are at the customer’s eye level, shoppers get a great look at the designs and can easily carry them to the counter.
Neat stacks of oversized terra cotta pots shield the back room but customers can still catch sight of their custom design being made. Throughout the shop, larger green plants and large branches provide a backdrop for the blooms and create a garden-style atmosphere.
For more images visit our Blumen Beuchert Photo Gallery
Blumen Meister, Große Bockenheimer Straße, Frankfurt
In keeping with the other florists I visited in Frankfurt, Blumen Meister opts to give people a reason to visit their shop by creating floral displays outside the shop, as well as inside. Despite the early January weather, the walkway and area in front of Blumen Meister is stocked with buckets and bunches of roses and tulips, creating a colourful display that’s difficult to pass by. Large umbrellas shield the flowers and customers from any inclement weather and allow a number of people to peruse the selection and contemplate a purchase.
Inside Blumen Meister, the first thing that catches the customer’s eye is the shelf of alternating potted orchids and fluted glass vases that sits above the cash register, on the back wall of the shop. A mirror lines the shelf and is also used behind another display to help the store appear larger and adds to its stylish appeal. Both the lighting and mirrors are set up to create an upscale look. The glass display tables, mahogany shelving, large terra cotta pots and small pillars also add to this style.
As far as product mix, the florist presents customers with the perfect date-night combination: flowers and wine. The right-hand wall is stocked with a variety of wines and a glass table sits in front, filled with all the elements of a bouquet as well as smaller hand-tied designs. Below, tiny and colourful flowers, arranged in pots, act as a quick gift to grab for people in a rush or a great floral accent for the dinner table.
For more images visit our Blumen Meister Photo Gallery
|
|
|
Related Articles |
|
No related articles found. |
|
