Interview with Viktoriia Nosar, founder of Happy Flowers
In the heart of Miami, where the ocean’s energy meets the rhythm of art, flowers come alive in the hands of Viktoriia Nosar.
Founder of the studio Happy Flowers, Viktoriia has been creating floral compositions for over fifteen years — far beyond traditional floristry. Her work is a dialogue between nature and contemporary art, a part of the creative economy shaping a new visual language for Miami.
As a leader in the creative industry, Viktoriia promotes artistic direction, inspires locals and visitors alike, and integrates her floral practice into the cultural ecosystem of the U.S.
For Travel to Art, she shares insights on current trends, her creative inspirations, and how her installations are transforming the city’s hospitality and event scenes.
- Viktoriia, floristry has become a key part of the hospitality industry. How do you integrate your work into Miami’s luxury hospitality scene, and which international floral artists inspire you?
In Miami, floristry is not just decoration — it’s an emotional layer of the experience guests have with the city. Hotels and restaurants here compete not only with service, but with atmosphere. Flowers become the final, living detail that completes a space.
I collaborate with several hotels and restaurants across Miami Beach, where every element matters — from the scent in the lobby to the arrangement on a dinner table.
I’m deeply inspired by global floral artists who have elevated floristry into fine art. Among them:
Jeff Leatham, known for his breathtaking installations for Four Seasons and The George V in Paris;
Karen Tran, who creates spectacular floral scenographies for luxury weddings and events;
Philipp Wolff, whose work with Aman and Six Senses turns flowers into architectural elements.
Their attention to detail and sense of space shaped my own approach and creative vision.
- What are the key spaces you work with in the high-end floral scene in Miami? What makes each one unique?
We collaborate with:
The Setai — quiet elegance, Asian-inspired minimalism.
1 Hotel South Beach — organic textures, eco-conscious aesthetics.
St. Regis Bal Harbour — classic luxury with seasonal sophistication.
Faena Hotel Miami Beach — bold, artistic, theatrical energy.
The Miami Beach EDITION — graphic, modern, Instagram-ready.
We also work with boutique restaurants and galleries across South Beach, where floral design becomes part of the storytelling — from the chef’s vision to the emotional tone of the space.
- What are the key floral trends in the luxury segment right now, and how does art influence your projects?
Floristry is now a language — a way for brands and venues to express identity and emotion. In luxury hospitality, we see growing interest in floral installations and artistic statements rather than simple bouquets.
These are immersive floral scenes that evolve with seasons, exhibitions, and events.
In my projects, I merge floristry with contemporary art: I use sculptural shapes, unconventional textures, and local Miami plants. Flowers become a tool for storytelling — guests photograph them, engage with them, and amplify the reputation of the place.
Floristry today is fully integrated into the creative economy: it shapes perception, and therefore builds loyalty.
- What are the top wedding floristry trends in Miami for 2025, and how does Happy Flowers adapt them to the climate and luxury aesthetic?
Miami’s wedding florals are now a blend of creativity, ecology, and city style. Some key directions for 2025:
Tropical color palettes — vibrant coral, deep greens, fuchsia, and bold pinks reflect the city’s energy and fit perfectly with beach ceremonies and Art Deco parties.
Garden-style & wildflower designs — loose, asymmetrical arrangements using local flowers like ranunculus, delphinium, lisianthus, chamomile, and herbs give a spontaneous, natural feel.
Monobouquets & minimalism — one-flower arrangements (like pastel peonies or roses) styled like art objects, not just decor.
Large floral installations — impressive arches, columns, and floral umbrellas turn the venue into a visual experience and a storytelling space.
Eco-conscious design — seasonal, locally grown flowers, no floral foam, and reusable or natural structures are now a must.
At Happy Flowers, we adapt these trends for Miami’s climate using orchids, anthuriums, calla lilies, eucalyptus, and ferns. The result is always relevant, striking, and aligned with the visual standards of high-end events.
- Where do you draw inspiration for your floral art projects?
For me, inspiration is born at the intersection of nature and contemporary art. In Miami, Art Basel Miami Beach plays a key role — every December, the city becomes one giant gallery. I closely observe how artists work with space, light, and organic materials, and translate those ideas into floral concepts for weddings, hotels, and city events.
I’m especially drawn to artists who use real flowers as part of their installations:
Rebecca Louise Law
Azuma Makoto
Jennifer Steinkamp
Every time I return from Art Basel, I come back to the Happy Flowers studio with a new vision. Floristry becomes a medium of contemporary art — capable of surprising, moving, and connecting.
- How do you see the future of floristry in Miami? What role will it play in the city’s creative economy and hospitality industry?
I believe floristry in Miami will become even more conceptual and integrated into the city’s cultural narrative. It’s no longer “just decor” — it’s part of storytelling across hotels, restaurants, weddings, and festivals.
People come to Miami for emotion. And every detail — from a floral arch in the lobby to an art piece on the terrace — contributes to their overall experience.
In the future, floristry will continue to connect designers, artists, architects, and brands. More projects will exist at the intersection of floral design and art, with events like Art Basel setting the tone for visual culture.
Through Happy Flowers, I see my role as helping shape this ecosystem — not just decorating spaces, but creating experiences that define Miami as a global art and luxury destination.
Oleksii Didihurov – Editor-in-Chief Travel to Art
