Press Release Spring 2017
A comeback for Campbell and Flora
When Holmegaard introduced the Flora vase series in 2007, it was in collaboration with Danish design comet Louise Campbell. Now, ten years later, both Louise Campbell and her charismatic design have proven themselves more than a one-hit wonder. Louise Campbell has become one of the most established Danish designers on the international design scene, and with its ultra-minimalist yet florally inviting aesthetic, Flora is just as fashionable today as when it was first released. For this reason, Campbell’s design is now making a comeback in Holmegaard’s portfolio of contemporary statement vases, drawing on both tradition and renewal in several different varieties and trendy colours.
As the daughter of Danish-English parents, Louise Campbell has roots not just in two different design cultures, but in two distinct floral traditions: the lavish, romantic English garden and the Danish fondness for simple, natural floral arrangements. With Flora, Campbell finds inspiration in Holmegaard’s vast design archives while clearly showing her affinity for Nordic minimalism, which runs like a connecting thread through all her designs. For generations, the iconic glassmaker has produced, among other things, classic glass containers like apothecary jars and beer bottles. And Flora marks a return to these shapes, albeit
with a twist on the everyday products – as is always the case with Campbell’s designs. This also holds true for the classic flower vase, Flora, which has become a genuine Holmegaard neo-classic and which will again be part of the collection from spring 2017.
Urban floral art
In botany, flora is the general term for all the plant species living within a specific area, and with Flora, Holmegaard takes botany at its word. The series comprises several variations on Louise Campbell’s charismatic and urbane design for flowers, all grouped under the same name but with very different looks depending on colour, shape, and height. One feature shared by all the vases, however, is their appeal to flower and design lovers alike. The design is characterised by a broad base and narrow neck, creating both lightness and weight in a unique, almost industrial constellation, while at the same time meeting every ‘florista’s’ need for plenty of water and good support for the stems. While the original shape of the Flora vases remains unchanged, in 2017 they will be released in an updated colour palette of clear, smoke and midnight blue, which perfectly match both the current Asia-inspired trend in interior decoration and the Nordic catalogue of materials – marble, wood, granite, and metals.
The Flora vase comes in two sizes (H: 12 cm and 24 cm) in the colours clear, smoke, and midnight blue. The vases are priced respectively at EUR 26.95 and EUR 59.95 (RRP).
The new products will be available in stores from early March 2017.
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