Eternal roses, timeless art: The secret behind imaginary worlds’ floral sculptures
Preserved flowers are no longer just decorative details or personalised gifts. In the hands of visionary artists, they have become a medium for sculpting ideas, emotions, and concepts. Imaginary Worlds has elevated this craft to new heights, transforming everlasting roses into symbolic sculptures now showcased in some of the most iconic settings around the globe. Their ability to merge elegance, symbolism, and creativity has established the brand as an international reference in luxury floral design.
From personalised gift to artistic expression
The key behind the success of Imaginary Worlds’ floral sculptures lies in preserved roses. First popularised as forever rose in London, this kind of rose was born from the idea of a lasting gift: unlike fresh flowers, which wither within days, eternal roses retain their shape, colour, and texture for years without the need for water or special care. This longevity turns each rose into a lasting symbol of love, gratitude, or admiration. Moreover, their presentation is meticulously crafted, with elegant designs that elevate the gesture into a true luxury experience.
But what began as a delicate and thoughtful concept has evolved into a refined art form: Rose Sculpture. This line of floral artworks, crafted from preserved roses, embodies the conceptual soul of Imaginary Worlds. The brand has redefined the language of flowers, moving beyond the traditional romantic gesture to create pieces that engage with art, design, and memory.
Each Rose Sculpture is the result of a meticulous process that blends technical expertise, aesthetic sensitivity, and a contemporary vision of luxury. The roses undergo a preservation treatment that maintains their texture, colour, and shape for years, forming the foundation for creations that are both visually striking and symbolically rich. Imaginary Worlds has made this natural evolution one of its flagship offerings, proving that floral art can be lasting, conceptual, and sophisticated.
London: The Launchpad for International Expansion
On May 1, 2025, Imaginary Worlds unveiled one of its most emblematic sculptures in Leicester Square, London, as part of its global expansion strategy. Set in the heart of the city’s cultural and tourist hub, this large-scale floral installation not only drew the public’s attention but also reinforced the brand’s visual and conceptual identity on an international stage.
The installation made a lasting impression. Tens of thousands of people stopped to photograph and admire a piece that appeared to defy the limits of ephemerality. A sculpture built with eternal roses that celebrated not only the beauty of the flower, but also its power to endure and serve as a symbol. With this display in Leicester Square, Imaginary Worlds demonstrated that its creations are not meant to be passively admired – they are designed to spark conversations and leave a lasting impact.
From Times Square to Nasdaq: A leap into global luxury
Imaginary Worlds’ growth extends far beyond the artistic realm. Its positioning as a high-end floral design house has been reinforced through bold visual branding campaigns on a global scale. The brand has twice appeared on the iconic digital billboards of Times Square in New York, a space reserved for the world’s leading names in art, fashion, and technology.
Soon, Imaginary Worlds will take another major step in its international journey by featuring on the Nasdaq MarketSite digital tower, also in New York. This location, a symbol of economic power and global prestige, will serve as a platform to present the brand’s artistic and entrepreneurial vision to the world. Through these strategic moves, Imaginary Worlds is cementing its status as a leader in symbolic luxury, blending traditional craftsmanship with cutting-edge visual storytelling.
Tokyo gets ready to welcome Heart Lamp
At the end of May, the brand will unveil its floral sculpture Heart Lamp on the largest curved LED screen in Japan, located in Shinjuku, Tokyo. This project marks a new milestone in the journey of Imaginary Worlds, which has successfully adapted its artistic language to the digital format without losing strength or elegance. Heart Lamp is a piece that blends the delicacy of preserved flowers with a symbolic design rich in emotional meaning.
The choice of Tokyo is no coincidence. It is one of the most technologically advanced cities in the world, where tradition and innovation constantly coexist. Showcasing a piece like Heart Lamp in such a dynamic setting reaffirms the hybrid nature of Imaginary Worlds’ sculptures: handcrafted works that also serve as powerful tools of mass communication, delivering a message that transcends borders and cultures.
A brand in full expansion
Founded in 2023, Imaginary Worlds is a luxury floral brand specialising in the creation of preserved floral sculptures. One of its most distinctive features is the fusion of nature with haute couture aesthetics. From rose boxes to large-scale rose dresses, the brand has reinvented the floral universe.
Its international prestige continues to grow. Imaginary Worlds carries out projects across the globe, especially in major cities where its work is showcased in prominent urban centres.
In doing so, the brand has become one of the leading innovators in the floral design industry. Its portfolio includes sculptures of letters and numbers, rose bears, haute couture-inspired dresses, and symbolic forms such as angel wings and rose handbags. Each creation is designed to stand the test of time, blending art and emotion into memorable pieces.
The editorial unit
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