Demonstrations
The main stage at FleurEx has always been a hub of inspiration and exceptional technical skills, and this year is no different. With two fabulous demonstrators; Daniel Santamaria and Joseph Massie showcasing their stunning work across ten shows over the weekend, this really is not to be missed! And the cherry on the cake - all the demonstrations are included in your general entry ticket, so there's no extra costs. Simply pop in and see what's going on, and don't forget to have a close up look at all the designs when they are placed on display around the venue.
Demonstrators
Daniel Santamaria
Daniel's designs are the result of a personal journey that blends learning, inspiration, and unique influences. Architecture, nature, symbolism and craftsmanship shape his creative process, where finding the idea is as important as the creation itself. Contrast plays a key role in his work, expressed through asymmetry, tonal choices, textures and the balance of volume and proportions. Each piece evokes a distinct harmony and emotion, offering a one-of-a-kind experience.
Daniel has a firm belief in teaching that goes beyond theoretical transmission, focusing on practical, artisanal and hands-on experience. For him, teaching is a deeply emotional act where knowledge is not just shared but lived and felt. His approach is based on conveying the know-how acquired over the years, built on constant practice, learning from mistakes and refining through each experience. Each session becomes a dynamic exchange,where the art of making and feeling merges with technical learning. His goal is for those who join him in this process to not only acquire new skills but also connect with their creative, emotional and personal side, making the learning journey an intimate and meaningful experience.
Frequently referred to by the media as ‘the floral artist of his generation’, Joseph Massie (37) is widely regarded as one of Europe’s top botanical artists.
Aged just fourteen, Joseph desperately wanted a weekend job, and after successfully applying to the local flower stall, he began spending his weekends working in his hometown of Liverpool, UK. Perhaps to some it was an uncommon interest for a fourteen year old boy, but Joseph quickly found his vocation amongst the buckets of blossoms and buds.
Taking steps to pursue his passion, Joseph self funded his education and began to hone his practice and develop a creative ethos, participating in intense training sessions with top international designers and artists. To further build his artistic vocabulary, Joseph began to participate firstly in regional, followed by national, floral design competitions, and aged nineteen, won his first national design competition, the BFA Young Florist of the Year 2007.
Whilst experiencing humbling success, his achievements continued, on home soil and internationally, winning seventeen national & international competitions and awards, including:
- Five consecutive RHS Gold Medals – and four Best in Show awards – at the world renown RHS Chelsea Flower Show ('09 - '13). Joseph is the youngest person ever.
Bronze Medal at the WorldSkills Competition 2009 (Calgary, Canada)
Silver Medal at Eurofleurs 2010, the European Youth Championships (Manchester, UK).
Joseph since turned his attentions to artistic endeavours working on a wide variety of art projects including botanical couture, sculptures and installations. Joseph’s work has been featured in many print articles and interviews including The Times, The Independent and The Daily Mail.
His bestselling book, The Flower School, was published in 2022. Joseph is the co-host of the popular Flowers After Hours podcast. Based in Manchester, UK, he is the founder of The Flower Class membership, and teaches and tours extensively around the world.
Demonstration Timetable
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