STUDIO DE PASQUALE

For Deloitte Finance Day 2025, we collaborated closely with Studio De Pasquale, specialised in flower design and flower art, in order to bring our vision for the event’s set design and installation to life. Their unique sensitivity to natural materials and sculptural composition allowed us to translate our concept into a living, immersive environment.

Do you consider yourself a conceptual artist? 

Valentina de Pasquale: I would say I'm a floral artist, but obviously I need to work a lot with concepts, and I get inspired by so many things: landscapes and natural, organic forms, shapes you can find in nature. I always try to recreate what is outside, but bringing it into rooms, into spaces, designing a space people want to be and just feel some emotions and get connected back to nature, even unconsciously. And that's a lot of concepts at the beginning, but then I try to recreate what I really feel inside because of nature. 

Is recreating what's inside of yourself your main inspiration?

VdP: I try to get inspired for example by architecture, geometric lines or simple things you can find when you go outside, conversations with friends, really simple things but touching things. For me it's very important to get the deep connection and to feel an emotion working with flowers and using it as a language to communicate a feeling.

Do you feel that in the era in which we are now, you are able to merge the analog, the material world, and the innovative and technologic world?

VdP: I actually think it's very important to get back to haptic things: to touch things, to feel things, to smell them. It’s important to use all of your senses, especially right now, because everyone is just attached to so many screens, and the digital world is sucking people in so much, they are losing some connections. Being surrounded by something natural is so important just to have a break. I think it's very important to have some natural materials you really can touch and get your senses into, just to get out of this digital world and just to be there again, to feel again and try to set up connections with nature and where you come from in the end. Right now I feel like people are really trying to get back to the analog world and to get in touch with natural materials, organic stuff and try to start using their hands when they're working. This is where I start my work because I bring flowers, organic materials, to build an atmosphere where people can reconnect and just be surrounded by something they need which they don't really know sometimes and this is very nice: to create something for someone.

Are technology and social media important in the way your studio grows? 

VdP: Yeah, I would think so. So social media is a very big catalyst, obviously, for getting to know the studio abroad from Germany where I'm based, abroad from Europe. Being known worldwide in the end, and that's a very beautiful thing about social media, that you can just grow instantly or get to know the world and the floral world, the floral bubble because it's not that big and it's very nice to connect with other people in the world in this small bubble and just exchange ideas and get creative together sometimes. Obviously the digital world is a very big part of my analog world, so the worlds are merging, and I try to get the best out of both worlds and bring them together, merge them.

Do you feel the pressure somehow to be as fast as technology is?

VdP: Sometimes I feel the pressure that I need to be faster than I am. However I am very fast in what I'm doing and in my sketches, I usually prefer sketching by hand and drawing everything on paper with a beautiful pen and stuff. But you know it's not the thing which is required in our digital world anymore. Everyone wants super fast digital sketches just sent by phone quickly. And I mean, obviously it's part of it, but I feel like I'm losing a little bit this really, nice handmade stuff. I feel the pressure because so many projects are rising, they are getting bigger, the requests are bigger, the timelines are shorter, and you know you need to manage everything and at the same time simultaneously. But that's a good thing as well, because then you grow, you try to figure out how is the best way to work and to combine handcrafted stuff with our technology, which is growing. 

I mean, we can use AI, we can use everything in the end. But for me, the essence of my work is still a natural product. It's still a product you can touch, and that's for me the essence, really. 

What is the idea behind Studio de Pasquale?

VdP: The idea is to be a bigger, open and creative space that doesn’t focus on one medium, like flowers only, but to open up to botanics, plants and other props which are coming from nature. Or being more creative like designing botanical landscapes and bigger sceneries including other props or interior design, fashion items. Being a creative studio but with a focus obviously on flowers, that's why I created the studio. You have more possibilities to share creative ideas, to get a collective maybe of some other freelancers other creatives from other disciplines. To create a space where fantasy and ideas grow and are more valued than numbers. It should be an open space for ideas in the end and the idea is connected to nature, connected to flowers especially. 

What caught your attention when you received the request for this project from Visore Lab?

VdP: The thing is that I really like the concept and the approach of the agency Visore, how you work and how you create things. It's a very creative and different kind of approach to create videos and films. It's more like a cinematographic world, where you enter and that's really what caught my attention. Because of what I create usually,  I create an atmosphere, a spatial design based on flowers and it was very fresh and clean and something different than the stuff you usually see.

What would you say to people that are in the creative world right now? Something that could inspire them.

VdP: The creative world is always evolving there are so many creative minds and there are so many beautiful things you can create together or by yourself. I think just being brave, to believe in your own ideas and not comparing yourself too much to others. Instead grow your own little fantasies, I think that's a very important thing.