When Jai Winnell first opened Hermetica Flowers on Darlinghurst’s Victoria Street in 2013, his vision was for a florist that produced high-impact bouquets using only the best botanicals. Doing this and more, Hermetica became famous in Sydney not only for its stunningly stylised floral gifts, but also for the organic artwork of its street-facing store windows. It wasn’t long before the little florist was struggling to keep up with demand.
Then in December 2018 Winnell moved Hermetica to a new, much larger space in Woolloomooloo on Dowling Street.
The warehouse-style location provides Winnell and his team with 200 square metres of space to work on more, and larger, displays. The store’s minimalist design and clean lines echo that of its predecessor, but its soaring ceilings and vast wall displays usher in a new chapter in Hermetica’s story. Where originally the bulk of Hermetica’s business was in personalised gifting, now the store services a vast number of Sydney’s biggest restaurants, as well as creating bespoke pieces for corporate events and lavish weddings.
But Hermetica customers can still treat their loved ones to a birthday bouquet in the florist’s trademark style.
And the famous Hermetica window displays live on: every single bouquet is on display and Hermetica’s visitors get to watch the artists in action.