In the studio with… photographer and floral artist Joe Horner

One of my favourite things to do (in a work context, if we’re keeping it real) is link up brilliant brands with inspiring creatives. Combine eye-catching visuals with a relevant story, and you end up with an enticing campaign that really draws in your audience. 

And because I also love a good chat — a pleasure whether for work or leisure — I thought why not start a little interview series where I do a bit of light interrogation of some of my favourite creatives. So here we are, many, many moons after I first intended to get going with this (I had a baby so I’m telling myself that’s an ok excuse). 

First up is Sheffield-based Joe Horner. A photographer and floral artist, his visuals are so unique and joyful; you really need to give him a follow @jwhorner_ if you haven’t already. Here’s what he had to say when I quizzed him on his creative practise, how to catch inspiration when it strikes, and where it all began. 

Tell us about your upbringing and creative background.

I grew up in Knaresborough, surrounded by creativity. My granddad, Sid, was a photographer during WWII and later became a wedding photographer and printmaker. He ran a studio called Sid Horner & Sons, but unfortunately, I never saw him work as he passed away when I was young. My parents took over the business, focusing on the print side of things, which meant I grew up around the world of design and printmaking. Being around creative freelancers showed me how to think outside the box and create my own opportunities. My mum was also an avid gardener, and through her, I developed a deep appreciation for nature’s beauty. I think the idea of taking something ordinary and making it extraordinary is something that runs through much of my work.

How would you describe your work?

I guess I’d say it’s about finding the magic in the everyday. I work with flowers a lot because they’re just such beautiful things, and I love showing them in ways people might not expect. It’s about making something ordinary feel a little more special, whether that’s through the colours, the way I arrange them, or just finding a different perspective. My work’s about making the everyday feel extraordinary.

Your photography is full of colour and joy. How important is colour to your projects?

Colour is huge for me. When everything around feels heavy or uncertain, I really lean into bright, bold colours. They help me stay positive, and I think they bring a sense of joy into my work. I see colour as a way to connect with people, to express emotions without words. It can totally change the mood of a piece, and for me, it’s always about making people feel something, even if it’s just a little spark of happiness.

Where do you find inspiration?

I find inspiration when I’m out walking. It sounds simple, but it’s when I really clear my mind and let myself wander that ideas start to come. Nature always helps me slow down and see things I might miss if I’m rushing around. Sometimes, it’s just the way light hits a flower or a pattern in the trees that will spark something.

Tell us about your creative process. How do you move from initial inspiration to the development of a project?

My process is definitely not super organised — I’m not someone who plans everything out step-by-step. I kind of dive in and see where it takes me. It’s like running down a hill and hoping I don’t trip! I love the surprises along the way. I don’t always know how something’s going to turn out, and that’s part of the fun. It’s all about the journey and letting the project evolve as I go along.

What role do flowers play in your work?

Flowers are everything to me. I’ve been fascinated by them for as long as I can remember, and they’ve also been a big part of my mental health journey. When I was going through some tough times with anxiety, especially during the pandemic when all my work dried up, flowers were what helped me reconnect with creativity. They gave me a way to do something that felt important again. There’s something really grounding about flowers. They remind me that beauty can come from even the simplest things.

Do you have any rituals that help your creativity?

I try to run a few times a week. It’s not only a way to keep fit but also a time for me to clear my head. On my way home, I’ll always stop and pick wildflowers — it’s a little ritual I love. It’s a way to connect with nature, to find something beautiful in the world around me, and to slow down before I get back to work. It feels grounding and helps me keep my mind in the right place

When do you feel the most creative?

It’s always the worst timing! My most creative moments tend to happen late at night when I’m about to fall asleep. My mind just starts racing with ideas, and if I don’t write them down, they’ll disappear. I keep a notebook on my nightstand for that reason — it’s kind of a lifesaver. I don’t mind it too much though; I’ve learned to roll with it. Some of my best ideas come when I least expect them.

What are you most excited about in the future?

I’m excited to see where my work goes next. I’ve got a few big projects lined up, and I can’t wait to share them. It’s always a thrill to work on new ideas and collaborations, and I’m looking forward to experimenting more and pushing myself creatively. It’s funny — I never know exactly where I’m headed, but that’s what keeps it exciting. I feel like the best things are yet to come.

See more on Instagram @JWHorner_ and at www.joehorner.co.uk