Interview
Atelier Bloem

Amsterdam in Bloom

The exclusive new perfume label takes us on a tour of the flower capital

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@LibertyLondon

There’s a new olfactory innovator to discover: introducing Atelier Bloem. Capturing the perfumed air of Amsterdam’s iconic Bloemenmarkt in a series of flower-focused scents, the bespoke fragrance brand proves there’s more to the Dutch capital’s flower culture than its ever-present tulips. Take a sensory journey through the collection’s leading inspiration as founder Andrew Goetz shares his Amsterdam in bloom…

Take us on a tour of Amsterdam’s best flower spots…Flowers are ubiquitous in Amsterdam – and throughout the Netherlands. But hands down, the best place to by flowers is the famed Bloemenmarkt on the Singel Canal in Central Amsterdam. Other than taking a trip to the countryside to see the endless rows of flowers growing, you needn’t know any other address.

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What’s your earliest memory of flowers in the city?My first impression of Amsterdam is still very vivid in my mind. I remember arriving at Centraal Station and walking out to the square in front of the station and being accosted by an army of folks hawking everything from youth hostels to hashish and trying to make my way away from them as quickly as possible. There was a flower stand just outside the station – and I remember think about the dichotomy of people versus the serenity of the calming flowers.

Are there any restaurants or cafes with exceptional floral arrangements?Every proper restaurant has an amazing flower arrangement. I lived in the Jordaan, and my local restaurant there, De Reiger always had an incredible display.

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Best gardens?The Botanical Garden, De Hortus is amazing. And it’s definitely worth seeing the Keukenhof Gardens; Tulips like you can’t imagine. I love the Dutch landscape architect, Piet Oudolf – so it’s worth seeing anything he’s done.

Best flower markets?Of course there is the Bloemenmarkt in Amsterdam, but every Dutch City has a vibrant flower market. And if you want to see where they are all auctioned and sold – it’s definitely worth making the trip to the Aalsmeer Flower Auction near Amsterdam. It’s pretty fascinating.

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Best place to see wild flowers?Keukenhof and driving around the surrounding countryside – the colours are spectacular.

Which flowers can we expect to find in the Atelier Bloem range?We use a potpourri of flowers in the Atelier Bloem range. Everything from rose to jasmine, to tulips and Freesia – you can’t imagine how many flowers we incorporate.

What are your favourite Liberty florals?Liberty florals are very nostalgic for me – my father has always worn a Liberty floral tie. So I’ve actually grown up with Liberty in many ways. Hard to choose a favorite because I love so many of them, but I ‘ve always had a special place for Betsy Tana Lawn.

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