The SF and Bay Area-based BloomLin Design takes flowers to a new level of artistry. With three Fleurs de Villes floral mannequins now under her belt, we caught up with floral artist Linda Choi to talk through her creative process.

What first sparked your passion for floral design?

My passion for floral design began when I created my own custom bridal bouquet for my elopement. What started as a simple search for bouquet styles soon evolved into hours spent exploring colour palettes, flower recipes, and floral techniques, which quickly sparked a deep, unexpected passion for floral design.

With a background as a traditional 2D artist, and now experience as a floral designer with a drive to push creative boundaries, I strive to reshape how people experience and appreciate the beauty of flowers. My floral work has evolved beyond traditional arrangements into wearable art, sculptural figures, food-inspired handbags, editorial fashion, and other imaginative creations. Each project has become an opportunity to tell a story and reimagine what floristry can be. What began with a single bridal bouquet has since blossomed into a passion that continues to grow with every new creation.

What qualities do you believe make a great florist?

Indulge in your inner creative self, explore your passion, be determined to design and trust your creative process.

In creating your floral mannequin for the Gilded Age, were there any specific challenges or surprises compared to your previous Fleurs de Villes creations?

Creating Bertha Russell for The Gilded Age exhibition was both my greatest challenge and one of my most rewarding surprises. Of all my previous Fleurs de Villes creations, Bertha demanded the highest level of precision and craftsmanship. Her iconic red gown had to be closely recognizable from its striking asymmetrical dress design to the cascading, sculptural folds along the lower mid seam, and the dramatic bustle that defined her silhouette. 

Perhaps the most intricate element was Bertha’s signature multi-tier pearl statement necklace. Reimagining it with countless catkins of pussy willows that required patience, precision, and an unwavering attention to detail. 

While the process was undeniably challenging, the greatest surprise came when each final detail came together: the silver crown, cascading pearls, rich brown hair, sparkling jewelry, and elegant white gloves, from which Bertha’s unmistakable presence began to emerge. Seeing those final touches unite into a single creation was an unforgettable moment, one that truly brought Bertha Russell to life.

Do you have any suggestions for florists creating their first floral mannequin at a Fleurs de Villes show? 

Do not be afraid to let your imagination go untamed. Create with your own intention, something you always imagined and wanted to achieve. The ideal of perfectionism can bring a sense of doubt and hesitation to what we want to create, especially if it is something that is out of the ordinary or completely new. Sometimes it is not about how others view your work but what you view yourself as the artist creating through your work. So create without judgement and make what brings you true contentment.

Who or what continues to inspire your creativity and push you to evolve as a designer?

The visionary fashion designer Iris van Herpen has been my greatest muse and one of the defining influences in my evolution as a floral artist. Her extraordinary craftsmanship, meticulous attention to detail, and fearless innovation have profoundly shaped the way I approach creativity. Inspired by her seamless fusion of the futuristic and the ethereal, I strive to reimagine floristry as an expressive art form. Her work has encouraged me to look beyond convention, transforming flowers into sculptural narratives that evoke wonder, ignite curiosity, and reveal the boundless possibilities of nature through art.

‍What is one flower you'll never tire of working with, and why does it hold a special place for you?

To my surprise, the one flower I had never tired of designing with is “Lagurus Ovatus”, or as we florists know it, “bunny tails”. This unique dried botanical flower has a special place in all my floral work because of its soft, fur-like texture and its ability to hold vibrant colors, from the brightest orange to the darkest green. I have incorporated bunny tails into many of my diverse projects, including Tang Dynasty Hanfu-inspired garments, fabricated tapestry of ancient paintings, and even made a holiday house backpack with a bunny-tail thatched roofing. It is my absolute favorite flower to work with and I cannot wait to see where it takes my next designs.

What has been the most rewarding moment of your career so far?

The most rewarding part of my journey so far as a floral artist has been witnessing people’s reactions to my work. The wonder in their eyes, the smiles on their faces, and the countless interpretations they bring to each creation reminds me why I create. People from all walks of life experience my work in their own unique way, and knowing that a single floral piece can evoke curiosity, emotion, and imagination, makes all the hard work and dedication worthwhile.

As an artist, my greatest aspiration is the experience I create for everyone who encounters my work, bringing joy through creativity and inspiring others to see beyond the ordinary. Sometimes, all it takes is the courage to believe that the impossible can become possible.