Mood
creator

Director and founder of “Lorina Decor & Flowers” - Irina Abitova - about the art of decor, thorns, the concept of beauty and how digital changes it

Interview by Irina Abitova for
L'OFFICIEL magazine

OCTOBER 2018 №10 (38)
Please tell us about becoming a decorator. What education and skills are needed in this craft

Sense of style, taste, artistic potential are a must. These qualities accompanied me since childhood. For example I’ve been attending dance classes for years, was always involved in handcrafting and decorating which eventually brought me to the world of decor. It happened when I got married and became a perfect housewife. I baked cakes, cooked complicated meals every day, turned cooking into art. And also decorated birthday parties of my children and their friends all in the same time.

How did it eventually become your profession

I have a close friend named Lola who had sent me to the professional world of décor saying: "Ira, stop tying ribbons, let's try the real thing." Not only she pushed me into this profession, but also outlined the right path, and I want to thank her so much, because eventually I found myself in this business. It has become a part of my life. I am also grateful to my spouse and friends who believed in me and kept giving me interesting projects. Because of them, I was able to establish myself as a decorator.

You are often compared with designers. How accurate is that?

The designer creates a product that must be appealing to the majority; but decorator performs uniqueness into order, in which his personality appears. In other words, the designer is the master of a form, and the decorator is the master of a mood.

What was the most expensive flower you have ever worked with?

Probably a white protea, an orchid of the Caramel variety. Although sometimes an exotic, unpretentious “prickle” at first glance may cost more than orchids, but if you put it in a composition, then it will begin to live with a completely different mood.

It started a few years ago, I guess because of the “Digital Revolution”. Visual content around us has become more available than ever. We memorize more and value what we look at. All of this develops a teste of style, a sense of proportion and laconicism of forms.

Who is your target audience?

Those who want to make their space or holiday concise, elegant and simply beautiful. Nowadays no serious event is complete without a decorator. People have realized that everyone should do their own thing, and trust the design to professionals with a reputation. Therefore we have a very balanced client base: many weddings, anniversaries, children's parties and large events with major corporate clients.

What trends are prevailing in event decor at the moment?

Avoiding those familiar huge piles of fresh and decorative flowers in the design. Back in the days everyone needed lush bouquets; nowadays it can be laconic cones with a minimum number of flowers, and the main emphasis is on decorations and all kinds of designs. What becomes important is not the “glamour” of the event, but its mood, concept, for the event to be filled with meaning.

What do you attribute this to?

It started a few years ago, I guess because of the “Digital Revolution”. Visual content around us has become more available than ever. We memorize more and value what we look at. All of this develops a teste of style, a sense of proportion and laconicism of forms.

What is the secret to the success of the decorator?

Sense of style, good taste, and experience.

What parts of your job are less creative to you?

The beginning and the end of an event organization: invitation cards and a list of seating arrangements for guests. Everything in between is always a cocktail of ideas and creativity.

What are the main rules for you to follow?

Do better than you promise. Nowadays everything, from online shopping to choosing a meal in a restaurant does not match; the picture shows one thing, but in reality it is totally different, and usually is worse. Therefore, I always do some bonuses outside the budget, and if something goes wrong, I will better add it from my pocket, because the result should be liked not only by the customer. The real decorator is not only responsible before the client. The final product, first of all, should be appealing to the performer.

How to make an event unforgettable and real?

Show your interest to the customer. There is something unique in every person, and my goal is to see it, and then bring it to life.

Describe your business in one phrase for those who are about to enter it.

It won’t be easy but definitely interesting.

Something you would never tell to your client.

“We can’t do this” I believe, in a subconscious level, that impossible does not exist. Everything is real. You just have to start moving. The decoration process should also be interesting for the customer, since the customer is always right, even if he wants to combine something that is incompatible.

let us create something special for you

+7 777 809 28 28
Kazanskaya street 48/1
Almaty, Kazakhstan