WHAT IS A COLLABORATION?

A collaboration is “a working practice whereby individuals work together for a common purpose to achieve business benefit. Collaborations enables individuals to work together to achieve a defined and common business purpose.” AIIM.org

In terms of the practicalities of a collaboration, each individual/business is responsible for their own costs and the contribution of their expertise, skills and time, to ensure the success of the project. Clear guidelines are set out at the beginning and all parties commit, to ensure the combined success. Collaborations are phenomenally powerful, with the end result being far greater than their original parts. Without doubt, collaborations have been one of our key, defining brand successes.

A great example of a collaboration for a florist and any creative, is working with a publication, creating designs/supplying products that are photographed and published within their pages. Sometimes publications will provide a small budget for disposable products (e.g. fresh flowers), often though the available budget won’t cover everything you need. Typically you will cover travel, materials, your expertise, time and skill. The publication will provide the location, set design, furniture/props, photographer, art director etc. etc. You will work together on the brief. It is a huge commitment from the publication, and also from yourself - ultimately the publication will have great photography for their pages and revenue from their sales, and you will receive coverage, credibility, images for marketing (incl. social media) and access to a wider (and potentially new) audience.

Over the last twelve years, collaborations have provided us with huge opportunities to grow our business; they have been one of the key reasons for our success. Within the upcoming Creative Business Masterclass - which launches in mid October - you will learn the best principles behind successful collaborations, the exact ones we - and successful creative businesses - use, to help you apply them directly to your own business.

And today, I am excited to share with you a glimpse of our most recent collaboration, with Venetian glass maker Venini …

BACKGROUND & BEGINNING

The collaboration was realised in April this year, following an email I received in November 2019, from the Director of the Michelangelo Foundation for Creativity and Craftsmanship. The Michelangelo Foundation is based in Geneva, and their mission is to promote and protect fine craftsmanship on an international scale. One of the largest projects the Foundation organise, is the biennial Venetian exhibition, Homo Faber.

Homo Faber includes 16 unique exhibitions, and one of those was “Blossoming Beauty” - where ten florists were invited from around the world, in creative collaboration with Venini, to create a collection of hand-finished, blown glass vases.

It was a dream collaboration. It was an incredible opportunity to work with one of the world’s most prestigious glass manufacturers, alongside the Michelangelo Foundation and the curators within Homo Faber. I immediately said a HUGE yes please!

MY CONTRIBUTION

I spent approximately one month - in my spare time - deciding on a concept for the design of the vase, creating a presentation and drawing rough sketches, with detailed measurements and colours, for the glassmakers to work from. As I couldn’t be on site at the time, and because of the language barrier, I worked hard to ensure my idea was clearly presented, to minimise (and hopefully completely avoid) any misinterpretations. The teams were though incredible, they took a huge amount if time to completely understand the concept and worked tirelessly with me, to ensure I was happy with the finished result. It was a hugely healthy and positive collaboration.

My final concept was to create a collection of three flower vases, with five key considerations:

• Three vases to work collectively as one collection, and also independently.

• Each vase to offer the best shape for flower arranging, both ease of use and elegance in display.

• Follow an organic, fluid shape, representative of nature.

• Enhance a feeling of warmth and positivity.

• Beautiful in their own right and suitable for multiple uses, not purely for flowers.

I also described the concept for the design:

• FLOW - An organic flow in shape, with gentle curves and indentations, created either from a glass mould or individually from being mouth blown. Albeit static, a sense of visual, rounded movement. The title of the collection was Movement, Energy, Flow.

• NATURE - The movement of the glass is to reflect nature, celebrating the diverse flow in landscapes, from mountains to rivers.

• IMPERFECTIONS - The glass to change in thickness at different points, which will change the depth of colour across the vase, celebrating the imperfections.

• EASE OF USE - The shapes have been created for complete ease of use and practicality in mind, each vase will hold flowers perfectly, are easy to clean and are designed for multiple use.

• COLOUR - The colour will provide an incredible feeling of warmth across the vases. Amber is known for its healing properties and positive energy. Created by nature, a fossilised tree resin used since Neolithic times and loved today, with a sense of luxury. The glass is to be clear, symbolising clarity.

You can see the full concept - and initial presentation sent to Venini and Homo Faber - below:

VENINI’S CONTRIBUTION

Venini took my presentation and following a series of phone calls and emails finalising exact colours, textures, shapes and sizes, they managed the full production and creation of the three vases.

I was able to watch the making of the largest vase, via a video link, with the option to give feedback during the making (if it was needed), the glassblower realised the finished design perfectly. The images below show the making of the three vases.