Antonio Martínez is a key figure in Spain's professional floral art scene. Vice president of Fleurop Interflora Spain, technical and creative organizer of the Mejor Artesano Florista (MAF) competition, and member of the Interflora Training Group (GFI), his career has been defined by a dedication to both the craft and the transmission of contemporary floral artistry.
At the upcoming edition of Iberflora, held October 14–16 at Feria Valencia, the Universo Floral stage will once again bring leading voices of the sector together with live floral art demonstrations.
© Iberflora
A life with flowers
"My first memories of floristry are connected to my family's shop," Martínez recalls. "From a very young age, I experienced what it meant to work with flowers, not only creatively, by participating in different national and international competitions, but also from the business side. I quickly understood that a flower shop should not only inspire emotions, but also be profitable and offer a unique and differentiated value."
He studied both Floral Art and Marketing, later gaining experience in strategy and sustainability marketing. "That helped me realize that this profession is not only about art and technique, but also about management, positioning, communication, branding, and personal brand. My path has always been shaped by this double vision: passion for floral design, and commitment to a sustainable and competitive business model."
Looking ahead to Iberflora 2025
For the upcoming edition, Martínez highlights Universo Floral as one of the central attractions. "On Tuesday, we will host a demonstration by the current MAF winner, Samuel Flores, who will surely bring a very personal and emotional proposal. On Wednesday, the Interflora Training Group will present a demonstration where several members of the group will share contemporary approaches, techniques, and concepts. It will be a diverse and dynamic program designed to inspire professional florists through reflection, sustainability, and creativity."
Trends in floral art
When asked about current market directions, Martínez points to a shift in Spain toward greater professionalization. "More florists are seeking to differentiate themselves, to specialize, and to offer added-value proposals. The Spanish customer is evolving, demanding design, personalization, and a more emotional aesthetic, while also increasingly valuing sustainability and distinctive branding."
Internationally, the picture is similar: "Design is becoming more specific, more artistic, and more connected to the local and the natural. Sustainability is no longer an option, it is a requirement. From a business standpoint, there is a clear push toward digitalization, brand development, and competitive differentiation."
Looking to the next season, Martínez expects to see proposals strongly tied to emotional expression, conscious design, and compositions that speak to identity. "Floral work is no longer seen only as decoration, but as a narrative channel, with intention and purpose."
The role of training
As director of the GFI, Martínez also emphasizes the importance of continuous training in the profession. "Ongoing education is essential for the evolution of the florist, not just technically, but also to learn how to manage, communicate, and adapt to market changes. At GFI, we see training as a global approach: technique, yes, but also design, strategy, creativity, trends, sustainability, and management."
He underlines that profitability and business viability must be part of the discussion. "We value the passion florists put into their businesses, but we also add strong doses of enterprise and benefit. Training means accepting that we don't know everything, that there is always something new to explore and improve. That is what keeps this profession alive."
For more information:
Iberflora
[email protected]
https://iberflora.feriavalencia.com
