Master florists / Per Benjamin

Max Van de Sluis


Pirjo Koppi



Per Benjamin

> Sweden


Flowers have always taken an important place in the life of Per, and today one can even say they have become his life.
To have one’s passion and main interest as a full time job is a privilege.
His driving force in life and career is the sheer fun and happiness he finds in working with flowers and people.

Today he work out of his own company, “Benjamin’s Botaniska” (Benjamin’s Botanicals), “Floristisk Coaching” his educational company and Life3 together with Max van de Sluis.

His work includes demonstrations, workshops, seminars, school teaching, judging, shop makeovers, economy and sales knowledge, team and leaderships courses, shop coaching, bigger events and party decorations and the occasional day in a flower shop. He has, over the last 15 years since his World Cup victory, had the opportunity to work all around the world in over 80 countries.

All of this started with his interest in flowers and gardening as a child and at the age of 16 his luck in finding a flower shop to work in for holidays and weekends. This lead the way to a growing interest, learning over the years, a full time job and eventually his Craftsmanship diploma with a silver medal in 1994.

Teaching of all kinds is his biggest passion. A period as a full time teacher at a floral college in Stockholm awoke the urge to inspire and educate others, pass on his passion for floristry, provide them with the necessary knowledge and then see how they translate it into their own ideas, growing as designers.

He has co-published with Life3 and been published in over 20 books. They have been books both educational as in popular sold-out step-by-step series with Life3 and purely inspirational as in the Emotions series. His first book for for Life3 was his own “Elements” book that showed the world what Scandinavian design is all about. Per has since then over the years grown his reputation as a master of colour use. He has created his own colour system that is a true eye opener for many designers.

He says he is whom he is as a designer today because of his unstoppable curiosity, for flowers, design and people.

Since 2017 Per is one of the 'Master Florist' of FLOOS. 


Curiosity is my driving force as a person as well as a florist. For me, the challenge is not to find the most beautiful and rarest flowers but to find new ways to use ordinary ones and show their beauty. This is often achieved by working with the flowers or colours that you like the least, to challenge your own prejudices and creativity, not to see limits and old traditions as obstacles, but, on the contrary, to see them as possibilities and inspiration for new ideas.


1994 Silver medal Craftsmanship diploma
1997 Gold medal Swedish Championships
1998 Gold medal Stockholm Open
1999 Silver medal Stockholm Open
2000 Gold medal Scandinavian Championships
2001 Silver medal Stockholm Open
2002 Gold medal Stockholm Open
2002 Gold medal Fleurop Interflora World Cup
2003 Gold medal Scandinavian Championships
2014 Silver medal Singapore Garden Show
2016 Designer of the Nobel Prize Banquet
2017 Designer of the Nobel Prize Banquet

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