Last year, during the Valentine’s season, we set floral artist Claudia Tarache a creative challenge: to design a shop window display that would stop people in their tracks while still featuring pieces customers could take home. As always, she exceeded expectations with a truly memorable creation. If you missed that moment, click here to revisit the magic.
This festive season, we’ve once again partnered with Claudia to bring Christmas to life through a window display crafted with Red Naomi® roses. The result is a striking celebration of floral artistry, intention, texture, and seasonal joy. She shares the story behind the late nights, thoughtful decisions, and floral moments that transformed a simple shop window into a festive pause worth stopping for.
This is such an amazing festive season window display. How many coffees, late nights, and stems did it take to turn this idea into a finished window?
More than counting coffees or late nights, this window took trust, patience, and a bit of Christmas magic. It came together with 290 Porta Nova roses, each one placed slowly and deliberately, like a small festive gesture.
There were quiet late evenings, warm cups of coffee, and moments when the glow of the lights met the richness of the flowers and everything finally made sense. It wasn’t built in a rush, it was built to celebrate the season.
What design tricks or techniques did you use to make the roses and greenery really pop and bring out the festive vibe?
I focused on texture, contrast, and breathing space, working only with natural, sustainable materials. The roses needed verticality and lightness, so they were lifted and given room to stand on their own, while the greenery acted as a deep, textural backdrop rather than a filler.
All decorations were natural; evergreen branches, berries, cones, and raw seasonal elements chosen not only for their beauty, but also for their longevity and low environmental impact. The festive feeling comes from this dialogue between soft and structured, matte and glossy, calm and bold — a composition that feels seasonal, warm, and consciously made.
What did your clients and passersby have to say?
Many people stopped. They took photos, smiled, and some came inside the flower shop just to congratulate us. What touched us most was seeing how the display created a small pause in their day — a moment of joy, warmth, and quiet celebration.
We’re grateful that, through flowers, we could offer passersby a feeling of welcome, comfort, and a gentle festive calm, something to carry with them, even if just for a few seconds.
What tips would you share with other florists on bringing out the best display?
Start with a feeling, not a formula. Design with intention, and don’t be afraid of simplicity and sustainability. Choose quality materials, respect the natural character of each flower, and allow the design to evolve instead of forcing it. And most importantly, create something you truly believe in. When a display is honest and thoughtfully made, people can feel it immediately.
