The flowers of the duchess
The flowers of the duchess
The bride’s bouquet, a trail of petals leading to the altar, or the table centerpieces for the banquet; flowers are a fundamental element of all weddings, and in San Sebastian there is one establishment that, since 1935, has filled the city with plants and flowers: Villaflores. It got its name from the house of the same name where the family who runs the business today once had its greenhouses.
Said family opened its first shop specializing in floral decorations in 1954, in the Gros district. Eight years later, they opened a second boutique just behind the city hall. That shop, from which they continue to serve their customers, has been dedicated to cutting-edge floral decoration and gardening since its inception. The company has been since its beginning a provider for the International Film Festival and has had members of the high society who were passing their summers in San Sebastian amongst its client portfolio, of whom the Duchess of Alba is noteworthy.
Now it is Pilar Landa, the third generation of this family, who is in charge of keeping the company at the forefront of floral design. Pilar has been working with floral arrangements since she was 23 and admits to being an admirer of the German master florists. Nevertheless, while she likes how renowned icons like Paul and Klaus Wagener depict the art of nature through their work, she admits that her best Ikebana teacher has been her own brother.
Tenderness, observation, creativity, functionality, the study of color, and a respect for nature are just some of the guiding principles that Pilar uses as a basis for her daily work. That last aspect –a respect for nature– is important, for example, to preserve the aroma of flowers, as they are gradually losing their fragrance. Being aware of plants’ rights and preserving nature and the Earth are two things that are absolutely fundamental.
Floral trends evolve with the seasons, but they are not only influenced by nature: the color combinations and aromas of spaces are influenced by fashion, architecture, and design. Despite always being in touch with new trends, Pilar has a weakness for pink Sarah Bernhardt peonies, for the prairie gentian, for the lily of the valley, for the bougainvillea, and for aromatic gardenias.
The latest shop opened by Villaflores is in the Amara district. At that boutique, as well as at their flagship store in the old part of the town, they cater to hundreds of couples who are looking for a special concept for their big day. Pilar and her team seek to masterfully maximize plant beauty by using the delicate technique of floral art. Their work has decorated weddings at Miramar Palace, Château de Brindos, the Arteaga Castle, Satrústegui Tower, and at the María Cristina Hotel, amongst others. As Pilar says, “in the end, there’s always room for a flower, because flowers are life, excitement, and love.”
Villaflores
Calle Igentea 4, San Sebastián.
Avenida Sancho el Sabio 19, San Sebastián.
Tel.: +34 943 424 992
