Alex Segura

When I was a kid I discovered my love for flowers and design. This passion made me study floral art and graphic design and discover a world of techniques and skills that have helped me to develop my creativity and grow both as a person and as a professional.

Alex has over ten years of experience as a floral designer teacher at Escola d’Art Floral de Catalunya. He has also taught courses and seminars in Spain, Portugal, France, Italy and Costa Rica. Alex’ goal as a teacher is to share his passion and knowledge with his students and teach them that with creativity, sensitivity and good technique there are no limits!

He has participated in national and international floral competitions, the last one was the Intercontinental Floral Competition in Taiwan in 2011, and he is International Floral Judge. He did demonstrations in Spain, Switzerland, Germany, Portugal, France and Costa Rica.

Since 2006 Alex collaborates together with Torbjorn Akesson at the floral decorations for the Nobel Peace Prize in Oslo, Norway.

In 2007 he co-authored the book “Barcelona, floral architecture”, published by Stichting Kunstboek.

Alex has worked in the floral design industry for two decades, starting as a florist in different flower shops in Barcelona. In 2000 he opened his own flower shop in Barcelona and he closed it two years later when he became floral design teacher. During the last 10 years Alex has combined his work as a teacher at Escola d’Art Floral de Catalunya with his work as a freelance Visual Merchandiser for several companies.

With Bea Beroy he founded their own floral services company in 2013, called 5 Sentits.


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Alex Segura ’s tutorials for Flower Factor


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