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Concept Summer Floral Design

Artistic floral arrangement featuring premium roses and limonium contrasted with raw construction textures, captured under dramatic summer lighting; part of URKU Expressions' Concept Summer campaign.
Concept Summer by URKU Expressions: A bold fusion of florals and construction materials, showcasing resilience, contrast, and creative freedom in modern floral design.

Part I: Crafting with illumination, hue, and volume


In this collection, floristry transcends the confines of the vase.

It adopts the principles of architecture.

Concept Summer Floral Design draws from the realm of construction to delve into a novel inquiry:

What occurs when blossoms occupy space akin to materials?


We collaborated with roses, tropical blooms, limonium, and textures celebrated for their structural integrity, harmonizing them with stone, concrete, chains, metal sheets, and unrefined finishes. Not for the sake of contrast, but for the sake of composition.


Every arrangement was constructed, not merely styled.


High-contrast floral composition with tinted blue roses, green moss, berries, and anemones arranged over ceramic textures and surrounded by iridescent ribbons and mist, captured for the Concept Summer campaign by Urku Expressions.
A sculptural fusion of tinted florals and construction-inspired elements evokes an unexpected terrain where color theory meets floral architecture.


Part II: The resilience behind softness


Flowers are not delicate.

They possess an inherent resilience, and this project aimed to illustrate that.


As concrete succumbs to the ravages of time and pressure,

a flower unfurls,

retains its vibrancy,

adapts to warmth,

and reestablishes its presence.


Concept Summer Floral Design serves as the ultimate test for every petal.

Our florists did more than merely arrange the blooms;

they provided them with a framework,

enabling them to root themselves in environments that appeared inhospitable.


Softness was not a sign of frailty;

it was a testament to strength.


Floral arrangement featuring heliconias, roses, green scabiosa, and foliage emerging from a concrete block. Industrial chain and holographic elements enhance the urban aesthetic.
Concept Summer embraces tropical energy with structured balance. This piece merges exotic blooms and concrete form with bold lines and metallic accents, redefining what a flower arrangement can be.

Part III: When materials converse in harmony


There exists a rationale behind our choice to combine tropical heliconias with metal, and roses with stone. This is due to the fact that both combinations embody weight, rhythm, and tension.


Floristry transcends mere aesthetics. It involves engaging with natural materials in a manner akin to that of a sculptor or architect— not merely to occupy space, but to delineate it.


Concept Summer Floral Design collection does not dwell in the realm of romanticism. It is rooted in method, intuition, control, and release. It emphasizes florists viewing construction as a creative ally rather than a hindrance.


At the heart of it all lies a flower that never sought to embody gentleness.


Concept Summer blends cement, florals, and surreal lighting to showcase the raw beauty of seasonal roses. A floral statement rooted in material contrast.
Floral arrangement with roses and limonium in a cement vase. Surrounded by plastic, smoke, and a seashell. Art direction inspired by summer textures and construction elements.


To all the daring florists out there: Consider this your reminder that your imagination knows no bounds. Each stem you handle has the potential to transform into structure, presence, or concept. With Urku Expressions, your capabilities extend beyond mere arrangements. You are crafting experiences, altering perceptions, and reshaping the essence of floral design. The resources are at your disposal. The season belongs to you. What you can achieve with our flowers is truly remarkable.

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