Introducing Forty Five Ten Floral
Eccentric, expressive florals have become a part of the Forty Five Ten experience—so much so that regular clients began requesting them. That sparked an idea with President and Chief Creative Officer, Kristen Cole. “We wanted to start a program that, like all things Forty Five Ten, expresses a colorful, non-traditional approach.”
Much of that perspective is thanks to artist Kyle Branch, who has been creating the brand’s in-store florals for nearly three years. “I’ve always loved Kyle’s eye,” says Cole. “His aesthetic is forward-thinking and curious. When we started creating a floral program, I immediately knew I wanted to have him at its helm.”
And so Branch was brought on to be the artistic director of the new Forty Five Ten Floral. “We’re not approaching this as a traditional florist would,” says Branch. “Rather, we’re treating florals as a medium—like paint or clay or ink. We’re getting creative and expressing through that medium.”
That unconventional approach has taken shape in unconventional ways: polka dot-painted monstera leaves, ombré-dyed roses, candy red anthuriums weaving through neon cholla wood… It’s a hyper-modern, hyper-vivid, hyper-hybrid take on a trade that’s been traditionally a little stale. (Think mass-market stems organized by Hallmark occasions. Get Well. Happy Birthday. Forgive Me.)
The new floral program—grouped in categories according to theme—is turning tradition on its head. “We started at a very fundamental level, looking at the things we love most about certain arrangements and color palettes,” says Branch. “From there, it was about bringing ideas into cohesive groups.”
Tonal explores the worlds of color and volume—both calling cards of Forty Five Ten and also some of Branch’smajor obsessions. (He honed his skills as a painter while studying studio arts at South Carolina’s College of Charleston.) The Artists’ Series is a floral homage to some of Cole’s favorite artists and will develop as time goes by with limited-edition arrangements. En Masse is every host and interior designer’s dream: streamlined blooms with a modern point-of-view. “We wanted to create something entirely chic that would work with all design schemes” says Cole.
But the true showstopper is Hyper-Synthetic, the wildly colorful and inventive styles that clients have come to love. The name not only refers to the sometimes unnatural accents (shiny mylar, pastel netting, and dyed feathers) but also to the surreally “unreal” effect the flowers can have, as if they were grown in another world.
Forty Five Ten Floral will set up shop in a small, market-style alcove on the lower level of the Dallas flagship store. Clients can order in store or via email with local delivery. Options for large private events and dinner parties will be coming soon, but the first major client in line is The Joule. The hotel across Main Street has commissioned the team to supply florals for its public spaces and its extended family of restaurants—including Americano, CBD Provisions, Sassetta, and Mirador—with all the arrangements curated to fit each unique brand and space.