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Trends
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Trends are not thought up or made, they evolve, the result of developments in a particular time period. All kinds of influences play a role, such as the economy, technology, politics, culture, the environment and social developments. These factors influence our behaviour and what we consider beautiful. The spirit of the time has an influence on the products that come onto the market, as well as on the way in which they are presented.
During the 1970s, concern for the environment was a central issue, with people very involved politically. In the home this meant the use of natural materials, traditional styles and dark colours. Bouquets and gardens were reminiscent of a wild bouquet – everything should be allowed to grow and flourish. The eighties were characterised by liberal politics. People were concerned with outward appearances and career paths. Interiors were plain and business-like and contained a lot of design elements. Bouquets and gardens had hard forms and served as a status symbol. During the nineties, the stressful lifestyle was no longer popular. Instead, family and friends became important, together with a warm atmosphere at home. Interiors were characterised by comfort and time-saving devices, with the use of natural colours and materials. Bouquets and gardens were reminiscent of the countryside, with a lot of interest in nostalgic elements.
But what about the trends of this decade? We can already see the main themes. We are less interested in mass-production, preferring instead unique, personal elements. We are interested in special things, valuing handmade goods that combine the old with the new. Perfection is not so important. In fashion, vintage clothing - which has been used before - is popular. Popular TV series such as Sex and the City set the tone here. In the home, old objects have a new purpose. This trend is also visible in flower arrangements and gardens. On the one hand there are a lot of dark colours, such as black, maroon and purple, but also striking pink, orange, blue and green. The unique character of flowers is highlighted by the style and use of materials. Flower power, yuppies, cocooning … which term will be used for this decade?
www.bulbsonline.org
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AAFJE NIJMAN
“Playing with the spirit of the times”
When you look at photos taken in the 1970s, you notice all kinds of things. What we wore was different, the hairstyles back then now look ridiculous, and we were involved in other kinds of things, too. When taken together, the ways we express ourselves, the priorities we set, and what we are involved in are what determine the spirit of the times. For producers, it is important to know what the spirit of the times is. This way, they can make sure that their products respond to what people want. Aafje Nijman, a consultant in visual marketing, helps companies with this.
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Aafje Nijman studied at the Academy for Industrial Design which is now known as the Design Academy in Eindhoven. She then did work experience at De Bock & Dekker, a consulting agency for visual marketing. After completing her work experience, she became employed by the same company. When the company moved to another region, she decided to start her own agency. "By then, I had a family, so commuting so far would have been a problem,” she says. Bureau Aafje Nijman, which specialises in various areas ranging from interior design to flowers, plants and gardens, was founded in Utrecht in 2001. Her activities include concept development, product line advice, and trend developments, but she also gives workshops and lectures.
Contrasts
People not directly involved in trend development find it difficult to understand how trends actually develop. "To find this out, you have to analyse the spirit of the times,” says Aafje. "Right now, for example, we are in a different frame of mind than we were five years ago or than we will be five years from now. By then, we’ll be making other choices and we’ll have other priorities. To get a general picture of trends, you have to pay attention to what people are talking about, what there is to see on TV, and how things are being designed to accommodate these aspects. Right now, we’re in an era of contrasts. We see products that display a contrast as being up to date. A good example of this is the concept of healthy frozen microwave dinners. We also see our society becoming more feminine. In the 1980s, women’s fashions imitated men’s with their shoulder pads and masculine suits. These days, men are using makeup and skin care products. At the same time, the advent of the real he-man is on the horizon. Even this is double-sided."
Trends are also important for the horticultural sector, emphasises Aafje. “Naturally, the product itself has to be able to appeal to a large target group. Also important, however, is how you market the product. The tone of voice, the style, and the look you use to appeal to consumers have to respond to what they think is important at that time. A product in line with the spirit of the times sells better. Health and wellness, for example, are currently hot items. So it’s a good idea to emphasise how healthy it is to have flowers and plants in your living and working environments." Many businesspeople may have tried to implement this idea before. "But it may not have caught on then because it wasn’t done at the right time. It simply has to relate to the spirit of the times.”
Analysing
Aafje is involved in various projects. “I’m gathering trend information for promotional organisations such as the IBC, I’m holding brainstorming sessions with suppliers of horticultural products to develop a new concept, I’m helping garden centre chains to introduce the idea of thinking in terms of style groups, and I’m giving workshops, lectures and presentations. So I do a lot of different things." Aafje can speak with much enthusiasm about her profession. When asked what fascinates her about it, she replies, “When I look around, I just can’t help but draw conclusions and discover relationships. I’m busy analysing all day long. Trend development is a sum of everything you see. What I really enjoy doing is applying this to the development of communications intended for promising products." Aafje frequently changes her own style. "I admire a woman like Madonna who can develop a new image for herself time after time. And whatever it is, it’s always perfect!"
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TINEKE GEERLINGS
“Enjoyment to the very end”
As a child, Tineke Geerlings earned her first pocket money by picking flowers and peeling bulbs. Even so, she thought she would go into nursing as a career. But then she fainted as soon as she injected a syringe into an orange. She thus decided it was time to enrol in a horticultural school and learn about flower arranging. Here she felt much more at home.
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"During my training, I went to school one day a week and worked the rest of the week in a flower shop in the town of Noordwijkerhout. I loved it from the very first day. I was always delighted with everything that came my way. I watched myself grow." After her education, she opened her own shop – Tineke’s Bloemenwinkel – when she was just 21 years old. "Later, I started taking on assignments for floral arrangements so I had the shop open just three days a week. When I became a mother, I closed the shop and now devote myself entirely to floral arranging." Under the name of Typisch Tien Bloemwerken, Tineke has been promoting herself as a floral arranger for many years now. "I work on all kinds of projects, from television home and garden programmes and floral arranging demonstrations at the famous Keukenhof Garden, to decorating stands and trade fairs, designing for private homes, and taking on special projects such as decorating a yacht."
Versatility
In recent years, Tineke has also been commissioned by the IBC to design “style rooms” at the Keukenhof Garden. "This year, we’ll be doing this together with Ikea that will provide the material for interiors decorated in various styles. Included will be traditional, casual and contemporary interiors as well as Dutch and Swedish rooms. After all, Linnaeus and Sweden make up the central theme at the Keukenhof in 2007." In her floral arrangements made for the various interiors, Tineke shows that a flower such as a lily is a good choice not only in a traditional interior but also in a contemporary or casual interior. "It’s such a versatile flower that you can use it in many ways. It just depends on how you design the arrangement."
The name of her company, Typisch Tien Bloemwerken, reflects the fact that Tineke (Tien being a nickname for Tineke) has developed a style all her own. "I’m always on the lookout for new ways to use materials. I accept flowers for what they are but I’m always trying to give an arrangement a special twist. I’m always striving to achieve a wow effect. And I also get a kick out of trying new things, so I never take the easy way out." It’s hard for her to say what her favourite bulb flower is. “That’s because there are so many of them. I think the Fritillaria imperialis (Crown Imperial) is fantastic, but so are anemones and the Gloriosa Lily. I especially like flowers with different kinds of shapes. Actually, I think tulips are prettiest when they start drooping every which way. I especially like flowers that do their own thing." Due to her projects for the IBC, Tineke has started to use more and more bulb flowers. “I notice that even when I’m working on other projects, I tend to rely more often on bulb flowers. They have a real emotional appeal.”
Inspiring
Tineke invests a great deal of passion in what she does. "My work demands a lot from me and holds my attention. Flowers can affect your emotions – I keep on thinking about them and being inspired by them. Just look at all those different colours and shapes. Aren’t they just amazing? If I’m driving past a field full of anemones in bloom, I stop a moment just to enjoy the view. What a great experience! I also enjoy flowers that are almost faded. People throw their flowers away much too soon. I think a bunch of tulips that has almost faded – even to the point when a few of petals having fallen onto the table – is simply beautiful. It shows the transience of life. I can enjoy them to the very end."
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