Surrounded by hundreds of roses, visitors stepped into a heart filled with love and acceptance.
During Amsterdam Pride, when the city fills with color, celebration, and powerful stories of inclusion, florist Giada Graziani from Grace and Graziani created an installation that invited people to pause, smile, and celebrate love in all its forms. What began as a simple photo opportunity evolved into one of the most heartfelt moments along the Pride Walk in Vondelpark, proving once again that flowers have a remarkable way of bringing people together.
A heart that welcomed everyone
The concept was beautifully simple. Couples, friends, families, and visitors of every identity were invited to step inside the heart and capture a memory together. There were no barriers, no expectations, only a shared invitation to celebrate love.
Positioned along the Pride Walk route in Amsterdam’s iconic Vondelpark, the installation quickly became a natural gathering place throughout the day. With thousands of visitors passing by, including the route taken by Queen Máxima, the atmosphere was filled with joy, laughter, and genuine connection.
The timeless language of red roses
At the base of the heart, Giada chose one of the world’s most enduring symbols of love: the Red Naomi from Porta Nova. An impressive 450 roses were arranged into lush floral designs that framed the installation with remarkable richness and elegance. Their velvety petals and deep red color immediately drew attention, while their symbolism added another emotional layer to the experience.
Red roses have long represented romance and affection, but during WorldPride, they spoke of something even broader. They celebrated acceptance. Equality. The freedom to love openly and without compromise. It was a reminder that a single flower can communicate what words sometimes cannot.
Designing an experience, not just an arrangement
The most memorable floral installations don’t simply decorate a space; they invite people to become part of the story. Throughout the day, hundreds of visitors stepped through the heart-shaped frame. Friends embraced. Couples kissed. Families laughed together. Every photograph became more than a keepsake; it became a celebration of belonging, surrounded by dozens of roses that quietly reinforced the message.
For florists, projects like this illustrate the growing role of floral design within public events. Flowers create atmosphere, but they also shape emotion. They encourage interaction, spark conversation, and help transform meaningful moments into memories.
Flowers that speak without words
For florist Giada Graziani, the project became far more than a floral commission:
“It was an opportunity to use my creativity to express kindness, inclusivity, and human connection. values that resonate far beyond a single event. As florists, it’s easy to focus on color palettes, mechanics, and technique. But sometimes the most powerful designs are the ones that make people feel seen. And when flowers help tell a story that everyone can recognize, they become something truly unforgettable.”
article in collaboration with Thursd.com
