Design in Line Magazine

My photo
This blog is the magazine devoted to design focusing on floral. Most designs featured are from SouthWest regional chapter AIFD designers. Some High profiled national and international designers will also be featured from time to time in addition to art and artists from other mediums. Also fantastic gardens and interesting stores are visited. This is the Chapter's public and floral industry outreach project. A bimonthly digital magazine is emailed to all subcribers. The blog site will feature an extension of each issue with extra articles, and pictures. Enjoy

Wednesday, December 15, 2010

Home for the holidays

Decorating a client’s home for Christmas challenges the creative spirit and also tests the professional in each of us. It is very personal to go into someone’s home blending floral materials with their own decorations and treasures. This farm home was particularly interesting as they had so many antique ornaments and furnishings that they wanted to incorporate. Decorating the trees took time and extra care as each ornament had been individually wrapped and packed away from last year. Some were very valuable and had to be handled extremely carefully. Thick quilts were put on the floor under the tree while we were decorating to make sure that if an ornament dropped it wouldn’t break. You know you have their trust when they let you decorate the tree.

In addition to the photos shown we decorated the beautiful farm kitchen that had a huge fireplace with a mantel that was lush with long needle pine and oversized pine cones. The hearth held a small evergreen decorated with vintage gingerbread men. These cookies were 30 years old, carefully preserved each year. A stunning red poinsettia gave the traditional punch of red to add to the festive atmosphere. On top of the hutch a crock held branches of fresh cut cotton and a basket of oversized cones. Fresh bay wreaths adorned the windows and herb plants in metal pails filled the counter below. Oranges spilled over an antique wooden bowl on the island table. Cone garlands swaged the opposite windows and additional large cones and pine festooned the wooden chandelier. The decorations were simple and did not have a “designed” appearance.  The goal was to make it look natural and it did.

Each bedroom had holiday touches. The master bedroom mantle was also decorated with fresh boxwood topiaries and lush garland. A huge custom made magnolia wreath hung over the four posted bed. Its simplicity was stunning as it fit into the environment perfectly. Guest bedrooms held an array of crocks filled with magnolia branches or cyclamen plants in stone pots. Another small Christmas tree was placed on an old trunk in the upstairs hall and decorated with hand made angels, the base draped with an antique quilt.

Outside tall red dogwood branches filled the clay pots on the deck. Another fresh tree was put on the lawn the covered with bright large colored light, you know the old fashioned kind where the bulbs screwed into the sockets. Fresh wreaths were put on the barn and more cut trees with lights were put in tubs at the barn entrance. Mailbox and welcome sign at the head of the road were also draped in fresh garlands with cones and ribbons.

For the house tour each visitor left with a cupcake decorated with a fondant poinsettia and individually boxed. A lovely touch that I’m sure will be remembered. It was a fun project, not because it was intricate high style design, but because it really felt like Christmas in the Country and making it happen was a lot of work but fun. The owners were thrilled and the 400 people that went through the house for the tour were “wowed”. It truly was charming.

This farm has plenty of real animals, sheep, goats, peacocks, chickens, roosters, guinea hens, so it only seemed natural to add a few more. Using wire frames, floral foam and chicken wire created a base to hold the boxwood which was pruned after the form was covered to add detail. The antlers were covered with reindeer (so appropriate) moss that was bound on with monofilament. A festive wreath of bells added the perfect finishing touch.

The squirrel was an addition we couldn’t resist. The mechanics were the same as the deer and he just sat on the rock wall and welcomed each visitor. The unexpected “squirrel” was a big hit!

In addition to the majestic Christmas tree filled with antique ornaments, the living room had a lush mantle treatment of permanent evergreen and berries anchored with two antique crocks filled with dried hydrangea. The windows sported cone wreaths while the sills were laden with blooming plants in interesting containers accented with mosses. On the coffee table was a lush arrangement of roses, hydrangea and berries to finish the look. It was a wonderful mixture of fresh, dried and permanent materials to give a very natural feeling.

The entrance was another interesting combination of materials. Permanent garlands of evergreen and berries were accented with a linen ribbon. The antique chest held a large vase of crimson peonies and ivy that kept company with the “owl” and the cowhide on the floor.

Here we have a close-up of the beautiful plants on the widow ledge in the living room. Fragrance was added to the mix with the lovely scent of the narcissus. Ivy topiaries graced the collection and added a little touch of formality.

These photos show only a portion of the house. Wreaths and trees with light and red velvet ribbons were added to each barn and pigeon house and a gracious urn in the woods along the road leading to the house was not forgotten. Filled with Magnolia and Ilex it welcomed each passing guest. These details made working in this home an unforgettable experience.



Saturday, December 4, 2010

Hall Decked Out

Joe Guggia, AIFD
With over 40 years of the floral industry under my belt, one might think I would view myself as a veteran with so much knowledge I just couldn’t fit one more thing in this pea brain of mine.  But, to the contrary, I’m a learning fool who just keeps absorbing this big world around me that has so much to give.  Beginning as a floral delivery driver, then a foliage plant grower in Carpinteria, to owning my floral shop Camfeldt’s Flowers and Design for over 30 years, my constant need to grow and share has increased as much or more as the years have.  Branching into other areas of our industry such as landscaping, porch-scaping, interior design and staging has given me knowledge that is so valuable to my daily duties as a retail floral shop owner.  My passion is fueled by publications such as Architectural Digest, Garden Design, Interior Design, and Sunset and I heartily suggest all designers view the wonderful assortment available to us to keep their creative juices flowing.  My next passion is writing a series of humorous books about the human element and flowers, as well as on site display and sales techniques for smaller shops that need the “lift” we all do at various times in our career

Hall Decked out

Classic European Mantle
The beautiful relief on this fireplace begged for simple decor.  The spheres were hung with copper and silver wire, and the garland ends were extended at different lengths for visual interest.  The client's accessories were lifted with hard cardboard
boxes to rise above the garland, while the tall birch branches let your eyes travel to the beautiful wood ceiling.

Traditional Holiday Mantle Styling
Fresh and permanent items were used to embellish this more tradtionally styled mantle, while mixing the client's everyday items.  Dangling and clustering are elements I love to use giving most areas extended visual interest.  And to have a mirror as a
backround really sets off the festive mood!

Willow as art.
This entry credenza needed height at the far end, but I didn't want to obscure the beautiful Venetian plaster.  This choice piece of curly willow did the trick, especially with the twisted stem showing through the glass vase.  Added glass pieces at the bottom of the vase pick up light and the permanent orchid blooms and olive clusters maintain the natural Italian element of the homes decor.  Simple, inexpensive make up but with great retail value. Now that's a goal we all should have with every piece we create!

Sticks and Stones

On-suite Excitement
With beautiful marble surround, this Roman tub demanded a unique design.  Campo d' Fiore cement containers were grouped with permanent additions to create a unit that has volume but great interest.  These clients gave me total freedom and I was able to use items right from my retail shop to make a great sale and also to create an art piece for them to enjoy. Isn't it a dream when we can be creative and give lasting value to the world?

Fresh and organic holiday wall piece.
This design was created for a very organic lady who loves to be "green".  All materials are fresh and will easily last throught the holiday season.  Succulents truly excite my being with  their incredible longevity, variety of earthy hues, and their inate ability to root on almost anything!
This design can be holiday festive, drying in place for a lasting "art" piece for the client to enjoy throughout the year.

Squaring Off the Birch
Nothing like birch logs to get my juices flowing!  These pieces are from my "personal" forest and were attached with 1 1/2 " screws for stability.  Mossed garland, pieces of reindeer moss, with permanent orchids and foliage made perfect additions for this client's eclectic taste.  The vertical birch branches break the square to give your eye added interest and beauty, completing the unit into art.

Sunday, November 21, 2010

Many mediums


I design for a lot of diverse occasions from the delicate boutonnière of the Groom to the large stage, and special events to store display. I regularly service my clients during the Holidays, designing their Homes; it helps bring in the spirit of Christmas. I am anticipating my first book “Homes Yule Love “a Holiday Home Tour to be available this December

beautiful roses set with vines supported by an interesting armarture

Pamela is a Board member of the floral industry's American Institute of Floral Designers (AIFD) Inducted in 1999.  She has also shown her commitment to the advancement of the floral industry with her participation in” Waves” 2002 AIFD National Symposium,” Blooms over San Diego” and has been a program designer for AIFD Across America. She is a past membership on the Teleflora Board, Southern California and Nevada Unit.  Also the recipient of many floral design competition awards she is an active supporter of various community projects donating her time and talents to events such as The 2005 Bush Presidential Inauguration, Tournament of Roses Parade, ABC’s The Extreme Makeover-Home Edition, LA County Fair, San Bernardino Assistance League Headdress Ball, Santa Claus, Inc.'s "Christmas Tree Lane”, University of Redlands “Feast of Lights", The Associates of the Redlands Bowl, Redlands Community Music Association

Her work has been featured in the Inland Empire Magazine and also in Architectural Digest for Bosman Furniture. Her clients have come to appreciate her many talents and often ask her to design for their homes. It is a joy and a blessing for her to have the satisfaction of creating beautiful environments for her clients 

A trained vocalist Pam has used her talents around the world and has been an active member of organizations like the Greater Chicago Youth Choral, Moody Choral Chicago Illinois, Woodstock Opera House Woodstock Illinois, Houston Symphony Choir, Houston Texas, Community Chorus of Redlands and Lifehouse Theater, Redlands California.
She has also been a featured soloist for numerous events.
In spite of her many activities, her philosophy is to keep God and family first.  

Wednesday, November 3, 2010

Garden views - The Garden of Flowing Fragrance

Inspired by the centuries-old Chinese tradition of private gardens designed for scholarly pursuits, Liu Fang Yuan, or the Garden of Flowing Fragrance, combines the scenic beauty of nature with the expressiveness of literature to give deeper meaning to the landscape. A walk through its paths enriches the mind and spirit alike. The Huntington—with its renowned collections of art, rare books, manuscripts, and plants—was founded on this same philosophy by Henry E. Huntington in 1919. (excerpt from huntington library website)

The garden’s name, Liu Fang Yuan, has both literal and symbolic meanings. The words liu fang, or “flowing fragrance,” refer to the scent of flowers and trees, including the pine, lotus, plum, and other native Chinese plants found here. The Chinese poet Cao Zhi (192–232) first used the words in his “Rhapsody on the Luo River Goddess” to describe how the fragrance of flowers trailed in the goddess’s wake as she walked among the scented flora. And liu fang echoes the name of famed Ming dynasty painter Li Liufang (1575–1629), known for his refined landscapes. (excerpt from huntington library website)

The undulating roof line of the wall escorting the road to the entrance also features windows with fretwork each of which is different and unique. A study of art in itself

A view of a pavillion from one of the terraces.

The tea room with beautiful woodwork frames is glass enclosed. The area inside showcases the intricate ceiling as diners sit and sip tea and eat a meal from the chinese restaurant next to this pavillion.
The Huntington Library, Art Collections, and Botanical Gardens
1151 Oxford Road
San Marino, CA  91108

The Huntington is located near Pasadena in the city of San Marino, approximately twelve miles northeast of downtown Los Angeles. The Huntington has two entrance gates: one on Oxford Road, and a second entrance at Allen Avenue, just south of California Boulevard.

Monday, October 18, 2010

High Stye in the High Desert

Chieko Fukushima, AIFD
As a professor Fukushima said it's important for her to keep current on trends. She traveled to Kyoto, Japan, to take classes in ikebana. She also is a member of the American Institute of Floral Designers.
Today she teaches Ikebana at the college in Summerlin outskirts of Las Vegas.  
Each year the floral design students participate in the American Institute of Floral Designers student competition.
"This is a good education," said Fukushima. "It's not an extension of a hobby."
Fukushima said she loves training the next generation of floral designers because she feels it is a positive profession.
"It gives you a smile," she said. "No one will say, 'I hate this.' I like to see the people smile and see their softer side."
For more information on the floral design program at CSN, visit or call 651-4900.

This shoka style design is the basis of the Formal Linear style favored by western designers in contemporary settings.
This design was one she makes each week, she says, mostly to please her husband who loves flowers.

Another shoka style design, this one, seasonal based with the fall colored maple leaf spray with johnson grass rising majestically in a sweeping gesture and based with crysenthemum buds.
Container is in Chieko's collection and frequently used in this most favorite of her styles.

This unusual glass decanter was the client's. An expensive one of a kind, this container could only support a permanent botanical so as not be water damaged. notice the sweeping orchid sprays accented with gloriosa lily.

Friday, October 1, 2010

A wedding at the lodge

The epitome of a destination wedding, this featured event by Liz is situated at the Biltmore forest Country Club in Asheville, North Carolina.
The Groom is a Hollywood producer claiming many projects of note including the biographies of famous people.
The location is lush and green. The venue has a country lodge feel and since it was in the fall months, flowers chosed were of that color theme.

The large fireplace in the main dinning room had to be decorated with ladders and
installing done on site. Tall johnson grass harvested in the fields add a whimsicle "fresh from the field" air to the design

The beautiful hunting lodge decor of the dinning room with the imposing fireplace. (below)

A lush display of flowers in a footed compote. Swirls of bittersweet add a forested autumnal feel for this entry guest book table. (Below)

A dramatic cascade of flowers flows onto an ocean of blossoms. Accent swirls are created by individual insertions of hypericum berries.

Elizabeth Seiji AIFD
and Edelweiss Flower Boutique

Success through Innovation, Internet and Involvement
Elizabeth Seiji AIFD can point to a handful of professional practices that she firmly believes have boosted the success of her shop in Santa Monica. The amazing thing is that her practices and philosophies are incredibly basic tricks of many trades and professions. To succeed, it sometimes seems, one needs to step outside the shop.
Take Liz’s belief that “industry networking” is crucial to the success of the entrepreneurial florist-designer. Operating in a vacuum and ignoring industry opportunities tHer participation at a competitive level demonstrates another of her business success philosophies: Competition is good for the floral soul:

Elizabeth believes her broad network of florist friends, cultivated over 22 years of entering design contests and volunteering on floral event planning committees, has taught her, through the experiences of colleagues and herself, how to manage her floral business more efficiently. Being involved is a big key to continuous learning.
“Competition is what made me a better florist,” she says. “It’s valuable experience; it’s fun and it doesn’t matter if you win or lose.”

Although she has never won the top spot in a CSFA “Top Ten” contest, she did win Top Ten’s second place, the 1998 Carik Cup and several 
FTD competitions.
But perhaps the biggest competition Elizabeth experienced was when she dedicated herself to become a member of the American Institute of Floral Designers.It was a huge achievement for this former Hawaiian who majored in Bio-Chemistry and Plant Morphology at UCLA.

Wednesday, September 15, 2010

All Lined Up by Anthony Vigliotta, AIFD,CFD

Techniques, Tips and Tricks
The table colums are cage wire wrapped around a 3" X 12" glass cylinder, with different gauge acrylic rods and Aspen sticks intertwined to carry the line throughout the long piece, as well as provide some movement. The long gloriosa lily and twining callas (still touching the water in the vases) provide a more feminine softer touch to the heavier and hard masculine containers and acrylics.
The bathroom arrangements were to be "very Zen", and thus a simple design using four glass vases...using repetition as its basis......was just crushed glass with a vanda orchid (phaleanopsis could also have been used....they last up to 3-5 days without any water!)
The entry was designed to sit on a long entry table under the homeowners favorite piece of art. This is just a 1" X 8" piece of wood, cut to length and wrapped in yellow paper, yarn and wire. (two holes are drilled so it can sit on its metal bases). Flower tubes are attached with acid green zip ties to add to the hard modern look, and then flowers added. A passion vine, stripped of its flowers and foliage is added to soften the vertical and horizontal lines and add a moving feminine element.
A piece inspired by the genius of the Belgian designer, Tomas de Bruyne.

Bonus pics
Creative settings from Anthony

This was for a small "Jack and Jill" bridal shower/brunch in a Los Angeles country club's private dining room.

The theme was "Tiffany Blue" and white (the thank you gifts for all attendees were Tiffany Co. key chains, as well as the name tags marking their place at the table) .
The theme was carried throughout the design...tablecloths, white chiavari chairs and subtle blue details. All flowers were white (hydrangea, roses, peonies, and gardenias). The tall square vases were wrapped in tulle and tied with a blue button. Blue glass was put into the small squares to hold a single white rose in place, and a puddle of running white tulle was placed under all the containers on the table and scattered with white rose and peony petals.
All the guests complied with a request "to wear all white from the waist up".