AIFD symposium reinforces the importance of floral industry relationships
AIFD symposium reinforces the importance of floral industry relationships
In a world where instant gratification is not fast enough, we still find large groups of people who understand that the journey is a very important part of the destination. This was certainly the case at the recently held American Institute of Floral Designers Symposium, Transition Transformation, in Chicago.
The richly varied programs were exciting, emotional and certainly educational in nature, as just about every type of flower in the universe was displayed in outstanding combinations of design principles and elements. Creativity and floral art are very much alive and well.
There were about 940 symposium attendees, 47 new members inducted, and 45 students participating in the design competition, with 147 taking part in the Professional Floral Design Evaluation to become a recognized AIFD member. Non-industry visitors and some high-end mass-market floral department brass were also spotted, bearing witness to the trend of non-industry floral outlets raising the design bar.
The most exciting part of this yearly meeting for me is that I get to see great and longtime industry friends who still believe in the importance of industry relationships. Manufacturers, wholesalers, brokers, shippers and importers all partake in the very well attended Partners Reception and the afternoon tradeshow, featuring anything from new containers, to outstanding varieties of flowers, to industry press and publishers.
This symposium proves that “what’s trending?” from a creative perspective is still a huge element in floral marketing. Many of the current and upcoming trends were featured in various design presentations and will live on in magazines, design rooms and, ultimately, in end-users. What a concept.
AIFD anticipates an early registration for the 2015 Journey Symposium next June 30 to July 4 due to its special 50th anniversary celebration, new hands-on workshops, and the fact that it will be held in Denver.
René Van Rems is a floral designer who operates René Van Rems International, aconsulting, marketing and publishing firm in Vista, CA, and a floral training center in Carlsbad, CA. He can be contacted at 888/824-7363 or [email protected].
