Azahar is blooming

Concept development, curation, storytelling, content development and visual design for the ‘Azahar is blooming’ project. The initiative was developed with the vision of supporting a city brand strategy to become a destination for floral culture.

“Azahar is blooming” was conceived as a viral event, using a fact as inseparable from the identity of the city of Cordoba as the opening of the orange blossom as an argument to define an activity in which the whole city could participate. This moment is so much our own that we have forgotten to celebrate it, as the Japanese do with the cherry blossom or Hanami (花見 lit. ‘to see flowers’).

The action was conceived as the prologue to a larger strategy to position the city as a destination for flower culture, which of course included the patios, Holy Week and the ancestral sensitivity of the people of Cordoba to flowers. The main objective was to initiate or insist on a strategy to project the idea of CÓRDOBA AS A FLOWER DESTINATION to the world.

The first year of the event was structured around 2 main lines:

• • Sending an orange blossom in a specially designed envelope from Cordoba to other places in the world.

  • Congress on flower culture

The action consisted of creating a simple object, a kind of visual envelope poem with an orange blossom inside. It was given to citizens through stands in different parts of the city, so that they could send it to their friends or loved ones outside Cordoba, scattered all over the world, as a postcard gift, sharing the celebration of such an exciting moment for the city.

The aim of the congress on flower culture was to point out Cordoba specifically as a world reference in flower culture and to facilitate its link with other places such as Japan, England, Colombia, Holland, Belgium, etc., which are also referents in this field. The congress dealt with topics such as: flower culture; diversity and heritage; the flower as therapy, floral arts and flower economy. The event also included tastings of desserts and drinks made with orange blossom, as well as several workshops: pastry and cocktail making with orange blossom, dried flower technique, cosmetics with flowers and Ohara Ikebana flower arrangement.