The creative genius behind the concept shares his passion for all things flowers and tells us about his brainchild, a testament to his dedication to transforming spaces through art. Gurgen Yeritsyan’s fascination with flowers blossomed at an early age in his grandmother’s flower shop in Armenia—his “playground” as he calls it, where he first fell in love with the art of floral design. “I believed that each stem could represent an artistic creation. Because of their vivid colours, alluring scents and natural beauty, flower arrangements can transform everyone and everything.”
From the fragrance-filled memories of his tatik’s flower shop to the out-of-this-world designs he envisions, Gurgen’s story is a testament to the transformative power of passion and creativity, and to his deeply rooted connection to nature. “At UrArtU, we don’t just arrange flowers,” he explains, “we create experiences that capture hearts and inspire the imagination.”
Gurgen’s floral designs seem to effortlessly capture the essence of each season, each occasion. For summer particularly, his excellence in reflecting the season’s dynamic spirit is unmatched. “Summer is all about embracing the bold and the vibrant,” he says. “It’s the perfect time to mimic nature’s beauty with stunning floral arrangements that bring a touch of refinement and freshness.”
The creative process is no easy feat though, particularly when it comes to crafting arrangements during those hot months. There is a whole intricate process behind the masterpieces, and luckily, the flora prodigy had eye-opening insights to share: “Summer’s diverse palette of floral options ranging from delicate pastel hues to bold tropical accents, facilitates the selection of the perfect bloom for each occasion. Be sure to incorporate a mix of warm and cool colours to create visually appealing bouquets that reflect the bright and cheerful season. Think lively shades such as yellow, orange, green, sky blue and a lovely pink.”
Gurgen emphasises the importance ofchoosing flowers that reflect this perfect time to embrace nature’s beauty: “Consider including popular summer blooms like peonies, daisies, zinnias, roses, lilies, dahlias and hydrangeas.” And while peonies, these lovely flowering plants that symbolise prosperity, honour, romance and feminine beauty, are his favourite summer flower, Gurgen recommends tropical flowers for their resilience against nature’s elements as summer heats up.
Gurgen’s prowess also lies in the delicate interplay between foliage and flowers, a captivating balance of beauty and harmony. “Greenery provides the canvas of the arrangement, adding depth, texture and cohesion.” Amidst the familiar, his creations bear the distinctive mark of innovation; if you’re familiar with his work, you have seen unique, unexpected elements that push the boundaries of traditional floral artistry skillfully incorporated in his pieces. “Innovation springs from a deep well of inspiration, nurtured by a love for nature’s wonders. I always look for new ways to incorporate unusual elements into my designs,” he admits, “whether it’s flowers intertwined with fruits and vegetables or textures that surprise and delight.”
Summer also evokes a sense of romance and new beginnings, often synonymous with wedding -season. Flowers have held a significant role in wedding traditions throughout history, symbolising love, fertility and a new chapter in life. “A picture is worth a thousand words,” the proverb can be adapted to the maestro who orchestrates sensorial symphonies of affection and vitality. “Flowers have a language of their own, conveying sentiments that words often fail to express,” he describes. “They evoke a range of emotions, setting the mood for a wedding ceremony. Soft pastels such as pink, lavender and peach create a dreamy ambience, while vivacious and bold colours like red, orange and yellow infuse energy and excitement into the atmosphere. The fragrance of flowers also adds an enchanting sensory element, creating a memorable experience for everyone.”
Gurgen’s stunning arches and installations are one of his signature features, serving as focal points at events and weddings. “Floral arches create a sense of grandeur, drawing people into the space.” As the dialogue shifts to these architectural marvels, Gurgen dispenses advice for couples seeking such statement pieces: “I suggest a seamless fusion of flowers and greenery that mirror the essence of your wedding theme. As your guests arrive, they are met with a -captivating floral arch, a physical symbol of commitment and unity, creating a majestic, enchanting gateway that hints at a romance-infused celebration.”
Beyond events decoration, Gurgen offers guidance to budding florists and flower enthusiasts alike, deeming they have the power to transform lives and spaces through their creations, with work that leaves a lasting impact on the hearts and minds of those who encounter it. “In a world that is increasingly disconnected from nature, your work serves as a reminder of the incredible beauty, complexity and wonder that can be found in the simplest things: a single bloom, a handful of petals, a carefully arranged bouquet. As an artist, the ability to transform these natural wonders into of art is a privilege and a joy.”
Speaking of connection, Gurgen often says: “Everything is connected, fashion, flowers, soul.” When asked about that, he reflects on the profound link between those, unveiling a deeper truth. “Flowers,” he muses, “are not just adornments; they are embodiments of beauty, symbols of love. They have a way of touching our hearts and stirring our emotions, reminding us of nature’s enduring influence on art and life.”
As those words echo in my heart, it becomes evident that Gurgen’s essence mirrors that of the lily of the valley, which he mostly identifies with. This elegant, passionate and desire-filled flower is said to bring luck, happiness and love, which he too aims to spread. “It never fails to impress and amaze anyone who enjoys it, just as it represents my personality.”
As he talks about his favourite bloom of all time, the cherry blossoms that herald spring’s arrival, the start of a new season full of hope and the promise of fresh starts, also a symbol of love, purity and the fleeting nature of life, we truly understand that in Gurgen’s world, flowers are more than mere decorations. They are whispers of inspiration, echoes of creativity and melodies of the soul. And at UrArtU Gallery, where art finds its muse in nature, life can bloom into moments of magic, creating touches of beauty and wonder.
