A bouquet of flowers to mend fences, show affection: a nice advertising gimmick. Today, flowers are no longer dependent on these special occasions, galvanized to be offered – and maybeInstagram and Raf Simons have something to do with it?
Floral art: an ephemeral trend, or a long-standing, internalized tradition that’s resurfacing like a forgotten hit. If the return to the workshop is a real bias for many professionals, it seems to have turned into a veritable marketing gimmick. A phenomenon fueled by the fashion industry.
Nostalgia: a contemporary preoccupation that is coming to life in formats that are in the process of being invented. A feeling that’s spreading through hashtags. Yet for some, the love of composition and the demand for quality outweigh the dictates of time and trends. It’s a constancy that can fall into our lap, at the turn of a street. At the crossroads of Rue D’Alésia and Rue de la Tombe Issoire, Pascal Dagnicourt has been running a boutique called M’Effleure la Muse. One address, Rive gauche in Paris – a lovely song. Fortunately, the record doesn’t scratch under the avalanche of prophecies intoned by the “trendy” elite.
When couturiers crave flowers
M’Effleure la MuseParis 14 ième arrondissement: when Pascal arrives, everything has to be built. For their part, flowers are waiting for a media comeback. It came in 2012, when Raf Simons had the walls of a XVIth arrondissement townhouse covered with fresh flowers. A whim that would become Simons’ trademark at Dior. At Céline, Pheobe Philo showcases exotic flowers: all shot by Juergen Teller. Under the impetus of couturiers, flowers become trendy again: images of nonchalant arrangements placed on marble tables take over Instagram. Tumblr’ s are multiplying, Vogue US is including a section on its site, and Elle déco is listing the most fashionable florists. But can we all allMark Colle ( Dior runway florist) with confidence?
Fashion designer Dries Van Noten photographed in his garden
Celine, Campaign photographed by Juergen Teller
It’s important to find addresses you can trust.
Before expanding, Pascal was keen to cultivate a portfolio of reliable suppliers. Fresh flowers produced in France, to offer bouquets that will last: at least longer than a bouquet. Snapchat. This is the guarantee of the boutique, which also offers green plants, and sure-fire values such as orchids.
Before any desire for grandeur, it’s rigor, the search for colors and textures that prevail.
Pascal doesn’t shy away from a few challenges. While he looks after his customers’ window boxes, this art history enthusiast also revisits compositions from yesteryear. An influence often cited in fashion shows.
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- Un des décors monumentaux pour Dior
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- Mark Colle, le fleuriste Belge estampillé Dior
A floral staircase by Pascal Dagnicourt
In search of the boutique atelier
Back to theatelier: virtual rather than real? With the exception of a few boutiques on the Faubourg Saint-Honoré or Agnès B. at the foot of Saint Sulpice, is the atelier boutique an illusion? These boutiques provide beautiful images, but where can you find flowers that don’t smell like pixels?
Since the 2000s, flower store chains have become part of the landscape. Ordering flowers is like ordering a burger… Borquets are mass-produced: lovers all end up with the same compositions. However, some stores go against this cloning process.
M’Effleure la Muse highlights the steps involved in making the bouquet. Transparency and authenticity: a real alternative to formatted channels. An experience where everyone can become master of their own bouquet. Pascal has a large display of flowers where anyone can pick and choose. A place where you can learn and discover. A desire not to limit the boutique to sales, but to create a workshop. Caroline Bourgine is fighting a similar battle in the clothing world, with her atelier-boutique on Rue Racine.
Bouquet M’Effleure La Muse
Chez M’effleure la muse
A wide choice for composing
Today’s challenges: How do you design a digital format adapted to the boutique workshop experience? How can we achieve this while remaining authentic?
From Atelier boutique to Atelier site
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- Jeanne Damas
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- Les fleurs : l’accessoire par excellence de L’Influence Made In Paris
Jeanne Damas: a source of inspiration for “les parisiennes” on Instagram
Instagram is changing the game. The platform is evolving; and personalized recommendation algorithms are disrupting our news feeds by augmenting them with targeted advertising. How can we offer a trusted digital experience for a local workshop?
Making the exchange of flowers across screens a reality: a challenge that drives the development of the de Brushes my muse. So the site was an essential step, requiring a great deal of thought. Both a simple, sleek approach to sending flowers and a reminder of the artist’s studio.
At a time when clothes are bought on Net-à-porter and groceries are delivered to the doorstep, it still seems complicated to find a reliable site to buy flowers online. An observation made in 2015 by Bromberg Hawkings, when she founded FlowerBx in the United States. In France, the market is still in its infancy. And yet nostalgia is flourishing. It’s budding: technical innovations are its sunshine.
What’s the next digital trend that will allow customers to indulge their nostalgia even more?
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Christian Dior and flowers: an image revived in 2012.
Global trends in flowers: there are some. But they don’t outweigh the passion of the two founders of Brushes my Muse. A boutique in the neighborhood, an authentic boutique that doesn’t play on the gimmicks of the moment. A place to discover, which now has its ownwebsite.
M’Effleure la Muse,
16 rue d’Alésia.
75014 PARIS.
01 45 38 57 42
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