In “The Big Flower Fight,” Netflix’s international floral design competition, teams face off in a series of challenges, creating elaborate installations that tested their imagination, mechanical prowess and ability to adapt to unexpected materials — all while on camera and racing against the clock. Next week, two of the show’s alumnae — along with one VIP guest — will give floral industry members an exclusive demonstration of that pressure situation during the Society of American Florists’ Reinvention Summit.
Sarah Campbell and Jordan Marx, owner and communications director of Intrigue Designs, a Maryland-based wedding florist, and Intrigue Teaches, a floral and business education community, will reprise their Netflix experience for the Reinvention Summit. During “The Blind Flower Challenge,” Wed., July 27, the duo will again receive a surprise challenge, this time to be constructed using some of the newest product available from presentation sponsor, Ball Cut Flowers. As an extra twist, every 10 minutes a new bucket of blooms will appear, which must be incorporated into the final product.
In addition to watching the women’s creative process unfold on the spot, viewers will learn interesting tidbits about the featured product, such as how its color, texture or composition works in a particular design style or what it pairs well with — inspiring ideas they can use in their own businesses — as Campbell and Marx banter with host Bron Hansboro, the award-winning chief creative of The Flower Guy Bron in Richmond, Virginia, and one of the wedding industry’s most sought-after speakers. After the challenge wraps, Hansboro will lead a lively Q&A session with the plucky participants, covering an array of topics ranging from their thoughts during the challenge to the broader obstacles — and opportunities — facing events florists amid the ongoing COVID-19 health crisis.
Earlier this summer, Campbell and Marx told SAF editors they predict large, distinctive, custom pieces to be the future of weddings and other events. “I think there will be an influx of people who’ve seen things that are out of the ordinary who want something similarly unexpected,” Campbell said. “And I think that our flower world will embrace that desire with open arms.”
Register today for the Reinvention Summit. SAF members pay $75/day ($125 for Monday’s session) or $249 for the full week. Prospective members pay $150/day ($250 for Monday’s session) or $499 for the full week. (Ask us about our great rates for additional employee attendees, too!) Can’t attend some or all of the live event? No problem. Registered attendees can view sessions until Sept. 1!
Katie Hendrick Vincent is the senior contributing writer and editor for the Society of American Florists.