Dima Ermuzevich: “Creative realization is an important life value for me” 04/28/2023, 12:58

How did the idea to create your bouquet collection come about? What inspired you to do this project?

Creative realization is an important life value for me. I wake up every day wanting to send my feelings out into the world through creativity. I have many hobbies: photography, blogging, writing and playing songs, directing and shooting videos. But art is much bigger, it is in everything that surrounds us, and above all in nature. Nature inspires with its beauty and harmony, which makes it, in my opinion, the most important link in creative activity. Having even a small reminder of wildlife next to me, like a bouquet of flowers, makes me feel more fulfilled. Firstly, it is aesthetic, and secondly, the feeling of oneness with nature gives me the strength to be creative. For the same reason, there are so many colors in my works and I wanted to turn this love into something tangible. That’s how the idea of ​​creating your own collection of bouquets was born.

What is this project about? How would you characterize it?

I would describe my project with Why Not as a game, an experiment. I thought, “What if I make a bouquet with the likeness of my cat August? Or with a phrase that has become our joke with our subscribers? I love being able to turn such a fun idea into something really aesthetic and share it with other people. It is my first work that everyone can physically touch, it gives me a pleasant feeling of connection with other people who decorate their homes with my author’s bouquets. There is a certain magic in it, especially since I made the design for each bouquet myself, by hand.

Can you tell me more about the bouquets?

I ROMANTIZE – the first bouquet that started our joint collection with Why Not. My subscribers and friends and I have laughed so often about romanticizing life in any incomprehensible situation that it has gone beyond a local joke and become a meme. That’s why the bouquet is so pink and airy that looking at it makes the mood even more romantic.

SKY is a bouquet that has a lot of my favorite color blue. It is a composition of blue and white flowers that resembles clouds. The bouquet embodies a light, dreamy mood. The wrapping paper shows my polaroids against the sky. There are many things about me in this bouquet, but I’m sure that it will remind everyone of something personal, at least a pleasantly warm day when there are no problems and life is like a clear blue sky.

AUGUST is a bright bouquet inspired by my cat and the summer month. The cover features my cat named August in various moods. August fills me with comfort and warms like the sun every day, that’s why the bouquet is so summery, warm and bright. He definitely gave people the same emotions my cat gave me.

Tell us how the collection came about? What did you enjoy most about the process?

The creation of the collection was like a small adventure in which the guys from Why Not and I understood each other perfectly and constantly supplemented the project with joint ideas. Thanks to the professional look and support of my creative ideas from Why Not, all the bouquets turned out even better than I imagined. We became a great team that created a great project. I especially liked working with the florist: plucking flowers, combining them with each other. We fine-tuned the composition of the bouquets several times so that they turned out exactly as I would like to buy them myself or give them to my loved ones. We also tested different papers and finally settled on the one that reproduces the colors best. Most people throw away the packaging right away, but I want to keep this one together with the flowers so that such a bouquet becomes an interior decoration. In the end, everything turned out even better! I received a huge number of words of admiration from subscribers about the bouquets and the collection as a whole.

Have you thought about opening your own flower shop? Or maybe some other business?

Yes, I was thinking about a floral one, but other than that I have lots of other ideas. The most difficult thing is to understand which of the ideas is the most promising and interesting in all respects. I am a creative and airy person and in matters of business you need to be firm. I can generate ideas as I please and be in a state of being a creator, but I understand that business is built on non-creative processes among other things. Ideas need to be evaluated and tested for commercial success. I am learning to balance between these states and looking for the “same” project for business.

So we are not waiting for our bouquet from you yet, but what about other ongoing projects? What should we expect from you?

Now I am very inspired by the realization of offline projects, because for a long time my work existed exclusively in the Internet space. I love that offline art stories allow you to connect with people in a new way through creativity. I am trying different formats and I want bouquets to be the beginning of a new creative stage in my life. And then – bigger and bolder projects from me, the results of which I cannot share, but everything has its time.

A year ago you were asked about your plans and you answered that you want to keep yourself and all processes in a stable state and continue doing what you love, did you succeed?

No, but it just makes me happy, because to be in a state where there are no changes is to stand still and not evolve. The states over the past year have been different, but any of them is a point of growth and a reason to implement new ideas!

And finally, what advice would you give to young artists who are just starting to realize their ideas?

You have to be yourself. By choosing to be yourself, you open up a huge amount of opportunities for development and begin to attract people to yourself, create creativity that resonates with people, and express yourself more boldly! You are a source of inspiration.