An unforgettable educational experience at Killeen Castle, bringing Irish florists together to learn, challenge themselves and grow.
On 18 and 19 October 2026, the Institute of Flowers welcomed internationally acclaimed floral designer and educator Joseph Massie to the beautiful surroundings of Killeen Castle, Co. Meath, for two days of professional floristry education.
For the 25 florists who joined us, this was an opportunity to step away from the demands of everyday business, explore new techniques, challenge familiar ways of working and invest in their own professional development.
It was also an opportunity to connect with fellow florists, share experiences and celebrate a profession built on creativity, skill and a genuine passion for flowers.
Learning from One of the Industry’s Leading Educators
Joseph Massie is internationally recognised for his distinctive approach to floral design, technical expertise and commitment to education.
Throughout the two days, Joseph shared his knowledge, demonstrated techniques and encouraged participants to think more deeply about the decisions behind their designs.
The focus extended beyond creating beautiful floral work. Participants explored the importance of structure, proportion, technique and the relationship between flowers and the spaces they occupy.
Joseph encouraged designers to question their choices, refine their skills and develop a greater understanding of their own creative processes.
One of the most valuable aspects of professional education is the opportunity to understand not simply how something is achieved, but why.
That understanding is what enables florists to take new knowledge back into their own businesses and apply it with confidence.
From Technique to Creative Expression
Over the course of the workshop, participants worked on two distinct floral designs: a bridal bouquet and a floral arrangement.
Each offered opportunities to explore the technical and creative principles Joseph was teaching.
As the designs developed, so too did the confidence of the participants.
There is something particularly rewarding about watching a florist discover a new technique, overcome a challenge or begin to see their own work from a different perspective.
Our group brought together individuals with different backgrounds, experiences and approaches to floristry. That diversity added enormously to the learning experience.
Professional development is not about everyone producing identical work. It is about developing the skills and understanding that allow each florist to strengthen their own individual style.
The Value of Learning Together
While the floral designs were central to the workshop, some of the most meaningful moments happened between demonstrations.
Conversations over coffee, shared experiences around the worktables and discussions over dinner reminded us just how valuable professional connections can be.
Floristry can be an isolating profession, particularly for independent business owners who spend much of their time managing the demands of their businesses.
Creating opportunities for florists to come together, exchange knowledge and build lasting professional relationships is an important part of the Institute of Flowers’ mission.
These connections do not end when a workshop finishes.
They become a network of colleagues, collaborators and friends who can continue to support one another throughout their careers.
Investing in the Future of Irish Floristry
At the Institute of Flowers, we believe access to high-quality professional education is essential to the continued development of our industry.
Floristry is a skilled profession. Behind every successful design lies an understanding of materials, construction, mechanics, colour, proportion and the practical demands of working with living products.
These skills deserve recognition, investment and continuous development.
By bringing internationally respected educators such as Joseph Massie to Ireland, we aim to provide opportunities for Irish florists to develop their expertise without always having to travel abroad.
We also recognise the commitment made by employers who invest in training for their teams.
Supporting a member of staff to attend a two-day workshop represents an investment of both time and money. It also demonstrates a commitment to the long-term development of that individual’s skills and the business they work within.
Through education, collaboration and professional recognition, we can continue to raise standards and strengthen the future of Irish floristry.
Made Possible Through Collaboration
Events of this scale depend on the generosity, expertise and commitment of many people and organisations.
We would like to extend our sincere thanks to Joseph Massie for sharing his knowledge, enthusiasm and experience with our members.
Our thanks also go to Killeen Castle for providing such a wonderful setting for the workshop and to our floral industry partners and supporters, including Marginpar, Decorum, Van der Plas, and OASIS Floral Products UK, whose support helped bring the experience together.
We are also grateful to photographer Alex Mateiu for documenting the workshop and capturing the people, processes and floral work that made these two days so memorable.
To the volunteers and everyone working behind the scenes, thank you for contributing your time and energy.
And most importantly, to every florist who joined us: thank you for bringing your curiosity, openness, creativity and willingness to learn.
Looking Towards the Future
Our workshop with Joseph Massie forms part of a wider commitment to developing professional floristry education in Ireland.
We are delighted to have established a multi-year educational partnership with Joseph, extending through to 2029.
This relationship reflects our ambition to build consistent, meaningful educational opportunities that support florists at different stages of their careers.
We want Irish florists to have access to exceptional educators, new ideas and opportunities to develop their professional skills.
Because when we invest in education, we invest in more than individual designers.
We invest in the future of our entire profession.
Learn. Grow. Bloom.
The Institute of Flowers
Ireland’s professional floristry community.
