The artist behind conceptual design studio Paraluman talks about the origins of her work, handling collaborations, and her refreshing take on floral design
Kim Jasmin Monsalud Francisco discovered a love for flowers during a brief stint living in Australia, coming upon a pair of sunflowers by a house she would pass daily en route to her part-time job.
From watching them bloom in spring, moving to follow the sun’s path over the summer and how it wilts in the autumn, this was the first time she could observe a plant’s lifespan. It was this experience that would eventually lead to the founding of Paraluman, a floral design studio with a refreshingly conceptual twist.
Francisco’s art, which ranges from smaller bespoke arrangements to large-scale installations, can be described as deliciously unorthodox, incorporating more of an alien integrity than your standard wedding bouquet. Think vibrant hues drawn from a sweeping palate and an inclination towards the surreal—the artist heralds a radical approach to the canon of floral design.
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Floristry is actually quite anxiety-inducing because we're working with fresh items. You're thinking about it for months until the day of the event.
When mapping out an installation, Francisco likes to imagine the space as if it is right in front of her, then sketches out the design in a notebook. When this is over, she starts considering materials, such as the flowers most appropriate for the project. Every flower can create a different feel and atmosphere to the piece.
For a long time, her impostor syndrome would prevent her from calling herself a floral designer
, a designation that, according to her, required a certain level of skill she did not possess.
That being said, Francisco considers there to be a separation between traditionally prepared flower arrangements and her floral art. She relays, With my art, there's no rules.
