Klaus Wagener
A man with many professions: designer, trend scout, stylist, teacher, author of books and magazines and CEO + creative director of BLOOM's Medien publishing house. His tremendous passion radiates from everything he touches.
“In times of abundance, where almost everything was possible, the COVID 19 pandemic hit us and slowed down our usual life. Suddenly we had to accept restrictions and show consideration. This was not easy, and over time we realised that the meaning of life was often lost from view - we asked ourselves more often now, what do I really need to be happy? Is ‘less’ sometimes not even ‘more’? We learned to live and consume much more consciously on the side. We suddenly have to be mindful of our fellow human beings, but also of nature, which is now suffering extremely and is threatening to slip out of balance. In the future, sustainability and honesty will play a major role in products and services. Tomorrow's consumers will scrutinise their consumption decisions much more than they have done in the past. This will increasingly shape the communication of companies. Fortunately, the floral and green sector with its nature-oriented assortments has the products of the future in its hands. We should recognise this as an opportunity and take it to the world with a well thought-out concept. The following 10 Floral Trends 2021 are a thematically prepared overview to all those who work in this sector and want to help shape it. I am looking forward to what lies ahead. Let's do this together!”
-Klaus Wagener
Klaus starts his story: "I'm 62 years old, happily married, with 2 big children, 1 grandchild, I live with my wife in the countryside outside mear the forest. We have a large garden and love it very much. My wife is also a master florist. So we have a lot in common and often work together. Professionally I am CEO at BLOOM's media marketing events with a special focus on being a creative director and frontman. Oh yes - our doaughter lives in the Netherlands and has started a family with her husband and they both work in the green industry. So the Netherlands is our second home."
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When did you first know you wanted to work with flowers?
Why flowers? What makes them special?
You come from a family of florist. How did that form you in you in your early years as a designer?
You have several professions: floral designer, trend scout, stylist, teacher, author of books and magazines, creative head of the publishing house BLOOM's Medien, etc. Which do you like most?
What is the best compliment anyone can give you?
Can flower growers still surprise you?
You specialize in trends. What has been your favorite trend over the past years?
Which trend for 2021 are you most looking forward to?
How does one become an expert in scouting trends? Any tips for florist who have the same ambition?
You are also a teacher. What characteristic are you looking for in students? When do you know if someone is talented?
What is your number 1 tip for florist who want to stand out from the crowd?
Do you have a favourite flower?
What is your association with 'summer flowers'?
You have many talents. Is there still something you dream about achieving?
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