Today’s current events read like a laundry list of misery and despair: wildfires, protests, riots, deep political divides and — lest you forgot — a global pandemic. A new contest hosted by the American Institute of Floral Designers Foundation aims to remind people of the beauty in the world while honoring the work of beloved Southern floral designer.
Launched earlier this month and running through Wed., Sept. 30, the “Just Make It Pretty” contest honors the late artist, author and instructor Matt Wood, AIFD.
Matt Wood, AIFD
Born and raised in a small town in Mississippi, Wood was enchanted by the lush, natural scenery of the American South and with the seasons of the year, which mark not only changes in the physical world, but in moments of life as well. This fascination inspired his 2006 book, “The Seasonal Home.” As a floral artist, he expressed his designs in fresh, dried, permanent botanicals and combinations of these varied mediums. He influenced numerous floral companies, including Winward International and the Knud Nielsen Company, with whom he helped develop products. During the 2019 AIFD Symposium, seven months after his passing, he posthumously received the Award of Design Influence, which honors visionaries whose creative body of work has national influence and constitutes a legacy of innovation.
Open to all floral designers and enthusiasts age 18 and older, the contest challenges participants to submit one “really good photo of one pretty design” no larger than 36 by 36 by 36 inches they created with no outside help. Designs may use fresh flowers and foliage, permanent botanicals, dried materials or any combination. To enter, contestants must make a nominal donation ($25) to the Matt Wood AIFD Fund, which provides scholarships to fund floral education. A panel of accomplished floral professionals and industry leaders will evaluate entries according to principles and elements of design, as well as their interpretation of “pretty.”
Early in his career, after noticing a preference for linear-style designs in California, Wood asked iconic designer Joe Smith, AIFD, of Nashville, Tennessee, what style he should adopt. Smith’s advice? “Just make it pretty” — an expression that became a mantra for Wood and many other Southern designers.
“Our goal is to find out what designers of all locations think ‘pretty’ looks like, or should look like now, in this moment,” said Charlie Groppetti, AIFD, co-founder of The Park Hill Collection in Little Rock, Arkansas. “We want to see all perspectives and interpretations. For something that at first glance could seem superfluous, it has certainly sparked a lively debate — which is very telling, and an indication ‘pretty’ has a lot more depth to consider.”
While such conversation has been stimulating, “first and foremost our goal is to pay tribute to Matt Wood, establish his endowed fund and give designers of all styles and experiences the opportunity to learn through participation,” Groppetti said. “Virtual competitions have helped designers keep the creative growth going in the new COVID-19 world. We want this to be accessible to all. If you are working in a shop and create a pretty order that day, enter it!”
Winners will be announced Wed., Nov. 4. The top three finishers will receive cash and merchandise prizes from Winward International, Knud Nielsen and Alexandra Farms.
To enter, submit your photo to mattwoodjustmakeitpretty@gmail.com and make a donation to the Matt Wood AIFD Fund at aifdfoundation.org. For more details, visit aifdfoundation.org.
Katie Vincent is the senior contributing writer and editor for the Society of American Florists.