Description

Fifteen years ago, Laura Downling was inspired to change careers from strategic communications to flowers after travelling to Paris and becoming intrigued with French flower design. She studied French floral art under the direction of leading Parisian designers and continued her floral training with German master florist Gregor Lersch, operating a small studio out of her basement kitchen. From this position, Laura competed in the nation-wide search for the prestigious position of White House Chief Floral Designer and won, proof that identifying and following a passion can lead to extraordinary things. Laura served as Chief Floral Designer at the White House from 2009 until 2015. In this unique position, she managed decor and flowers for literally thousands of White House events, including state dinners, official parties and receptions, the annual White House Christmas, as well as a portfolio of flowers for White House state rooms, East Wing and West Wing offices, and the private residence. She is renowned for creating a new romantic style of flower arranging with free-flowing lines of vines and flowers emanating from a classical bouquet. This style is most evocative of nature and the garden, and balances a strong artistic vision with the wildness of nature. She broke new ground with the idea that flowers could be more than just decorative placements; she views floral designs as an important strategic tool that can communicate specific diplomatic, symbolic and policy messages. During her tenure as Chief Floral Designer, Laura opened up the White House flower shop to hundreds of people from across the country, building an extraordinary and talented team of volunteers who helped elevate the White House flower program, taking it in new and exciting directions. Laura recently launched a new platform that expands her event design and consulting portfolio to including writing and speaking about floral design, and presenting workshops and demonstrations throughout the world. Her flowers have been featured in many design magazines and on Home and Garden Television (HGTV). In 2012, she received the Frances Jones Poetker Award from the American Horticultural Society for achievements and contributions in floristry. In 2013, she was awarded the Centralia College Distinguished Alumnus Award and delivered the commencement address. Earlier this year, she created a major installation for Floralien in Ghent, Belgium that celebrated the theme of ‘Floral Diplomacy’. Always striving to create and reveal beauty in new genres, she continues to explore new frontiers in floristry, collaborating with innovative designers to invent trend-setting floral displays and installations. Laura’s goal is to share her unique vision for creating flower designs in the garden style and to inspire others with her personal story. 100 colour