Darren J. Lazarenko Creative Design Director

The creative process is a complex yet simple one. We begin with flowers, on their own, nature at its finest. The feeling or inspiration of what to create is next.  Building, or the construction of the piece, is the mechanical portion of the design evolution. And last, but so far from least, the visualization, or appreciation, of what the designer has created. Something that we are not aware of in the third phase of the design process is what we retain from what we see. As the only time we are aware of this part is when we pull from our memory and create our own design, once again it begins, and this is inspiration! Please allow me to take you through my personal design process with the floral creations I bring to you each week, and permit me to express my feelings on how they came to pass. I hope this helps to, in some small way, inspire each one of you as designers to continue the process.