A dazzling show full of passion and innovation
Anyone who saw Hanneke Frankema’s show GROWTH! during the World Cup Floral Art 2025 knows for certain: this was a show unlike anything ever seen before. In an enchanting theatre, Hanneke brought the most beautiful and innovative floral artworks to life, but she wanted more than just to impress visually. She wanted to connect with the audience on every level. With her personal story and that of remarkable fellow professionals, she profoundly moved the audience. Visitors left the theatre visibly touched, inspired, and full of admiration for the audiovisual spectacle.
”Flowers are emotion. They carry us through life's highs and lows. That story deserves to be told.
Passion for flowers
The show took the audience through the themes of inspiration, education, craftsmanship and sustainability, and ended with a spectacular finale. Each segment embodied Hanneke’s overarching message: passion for flowers, the floristry profession and the floriculture sector, beautifully symbolised by the Passionflower, where her love of flowers began. In this article, we share some highlights of this impressive show.
Dreams can come true
During the show, the audience was treated to an enchanting performance by singer Alma Nieto. She appeared on stage in a magical dress, entirely covered with flowers and botanical materials. Hanneke, who won the Florint Europa Cup in Poland in 2022, knows exactly what it feels like to compete on a world stage. Alma sang 'Dare to Dream', a song about believing in yourself and following your wildest dreams. It was a special moment, dedicated to the contestants seated at the front of the hall. First place at the World Cup Floral Art 2025 went to Tomasz ‘Max’ Kuczyński (Poland), second to Gábor Nagy (Hungary) and third place to Frédéric Dupré (France).
Sustainability
An important theme in the show was the future of the floriculture sector, which is regularly cast in a critical light in the media. According to Hanneke, the image that is often presented does not do justice to the many innovations and investments being made in sustainability.
In an interview with Thursd., she said: “It hurts to see the sector judged unfairly. Growers are investing in solar panels, biological pest control, and sustainable methods. But those stories rarely make the headlines.” The socio-economic aspect of flowers from Africa is also often overlooked. The floriculture sector provides stability and opportunities to countless families, in places where that is enormously valuable. It helps when florists share the story behind the flowers with their customers: “Flowers are emotion,” says Hanneke. “They carry us through the highs and lows of life. That story deserves to be told.”
Young talents
Hanneke fully believes in the next generation of florists and considers education and craftsmanship essential. That’s why she shared the stage with seven young talents, each of whom created their own showpiece and assisted with various parts of the show. The young talents are: Gerrit van Aalst, Marieke Bijpost, Iris Jansen, Rik Masson, Bente van Meurs, Carine Stel, and Esther Weijenberg. Their enthusiasm and creativity made a big impression. Here we highlight two designs.
Butterfly Cloud by Carine Stel
Clematis are often compared to butterflies. That image came beautifully to life in Carine Stel’s airy bouquet. Carine used several varieties of Clematis Amazing® including Kyiv, Sevilla and Tokyo, as well as Gloriosa Superba Simba Fifty Shades. In the wire structure she incorporated transparent tubes filled with water, making the stems appear longer. Little butterflies floating above the bouquet complete the butterfly cloud!
Tokyo bouquet by Gerrit van Aalst
Gerrit van Aalst created this stunning design with 85 stems of Clematis Amazing® Tokyo and 100 stems of Talinum ‘Long John’. The structure is made from laser-cut wooden shapes and charred clay. The design stands a full 1.80 m tall and weighs 15 kg. Passionflower vines add a fresh green accent!
Collaborations
Hanneke values collaborations with growers and suppliers, including Marginpar. A striking part of the show was the enormous Craspedia heart in which the results of the World Cup Floral Art were hidden. Preparations for this showpiece began months in advance, with the drying of thousands of Craspedia Paintball™ Pop flowers. Gloriosa Superba Simba Fifty Shades and Clematis Amazing® are also favourites. Hanneke says, “They fit perfectly with my style – airy, transparent, with lots of movement.” It was very special for us as Marginpar to be able to contribute to Hanneke’s most ambitious project to date.
