The Floral
Effect Project
Research · Art · Activation
Primavera
Auckland City Hospital
Gynaecology Ward
Research · Art · Activation
In an increasingly fractured world, the human need for beauty is more urgent than ever.
Flowers have marked every defining moment of human experience: birth, love, grief, gratitude, across every culture.
They affect human physiology, mood, and behaviour in ways that empirical research is only beginning to document.
The Floral Effect Project is a design-led initiative investigating these impacts, focusing on large-scale photographic art within clinical and care environments. Based in Aotearoa New Zealand, the project integrates fourteen years of fine art placement, design research methodology, and a growing international evidence base.
We are developing methodologies to bring our design practice into dialogue with psychosocial outcomes, addressing three central questions:
How do choices of scale, placement, and composition in large-scale floral art affect stress within high-pressure clinical environments?
How does depicting the full natural life cycle, from pristine bloom to the quiet dignity of decay, support psychological acceptance in palliative care?
Can integrating complex visual imagery into high-fatigue medical workplaces improve cognitive restoration and wellbeing for healthcare staff?
Emma Bass has placed floral photographic works in clinical and care environments across Aotearoa New Zealand and internationally over the past fourteen years. Placements span hospices, oncology units, hospital wards, aged care facilities, funeral homes, and stillbirth and bereavement units.
These installations are not commissioned as passive decoration; they are made in response to observed clinical need. The reception of these works by patients, families, and clinical staff has generated a substantial body of qualitative evidence concerning the psychological effects of floral imagery in care contexts. This evidence forms the origin and motivation of our current research.
Selected placements
Exposure to floral imagery reduces measurable anxiety and lowers cortisol, a direct physiological pathway between visual beauty and stress response.
Patients in environments with floral artwork report lower pain levels, shorter recovery times, and reduced reliance on pain medication.
Flowers sustain emotional responsiveness and positive affect even when verbal communication is limited. These effects persist beyond the moment of viewing.
In palliative and end-of-life settings, flowers sustain a sense of the living world. That orientation toward life, even at its boundary, is documented and measurable.
Our initial work addresses the under-researched question of the affective dimensions of photographic representations of flowers, a critical gap in existing environmental psychology literature. Operating from Aotearoa New Zealand, an unusually rich environment for this cross-disciplinary research, The Floral Effect Project is actively scaling its international footprint.
Global Clinical Expansion
UK study examining the psychological response of dementia patients to Emma Bass's artworks at a London care home, in collaboration with the University of Surrey.
In ProgressSurrey, United Kingdom
1st Workshop on Research on Humans' Response to Flowers, University of Surrey, 24–26 June 2026.
Dunedin, New Zealand
Cumulus — Design at the End of the Earth, Dunedin, 2026.
Gerontology Framework
The Artwork of Emma Bass: Amplifying wellness in aged, clinical and therapeutic care environments. NZ Association of Gerontology, 1 November 2022.
The Floral Effect Project is actively expanding its global network of clinical environments, environmental psychologists, and design researchers. If you are interested in deploying our methodologies, introducing our artwork into high-pressure care spaces, or collaborating on data collection, we invite you to connect.
The Floral Effect Project sits at the intersection of practice and inquiry. The researchers bring together fine art, nursing, and design cognition: disciplines that share a concern with how environments shape human experience.
Emma Bass grew up around hospitals. Her father was a cardiologist, her mother a radiographer. At ten years old she painted on the internal window of a coronary care unit, watching what happened when colour and image entered a clinical space.
She trained and worked as a registered nurse in Auckland before building a twenty-two year career as a commercial photographer. In 2012 she shifted to fine art practice, working exclusively with flowers. Her work has been acquired by private collectors internationally, exhibited twice at the Royal Academy Summer Exhibition, London, and placed in clinical and care environments across Aotearoa New Zealand and internationally. Auckland City Hospital holds over 20 of her works. She collaborates with Breast Cancer Cure New Zealand on a luxury scarf collection, with proceeds directed to research.
Her practice sits at an unusual intersection: fine art, clinical knowledge, and more than fourteen years of direct observation. The Floral Effect Project is the formal attempt to understand the cumulative evidence that practice has generated.
Aaron Fry trained as a fine artist at Elam School of Fine Arts, University of Auckland, before completing an MFA at the University of Hawaii at Manoa. He built an international design career that included a tenured faculty position at Parsons School of Design in New York, where he co-directed the Visualizing Finance Lab and developed a research practice around design cognition, information visualisation, and how designed artefacts shape perception and behaviour.
He returned to Aotearoa New Zealand as Director of the MDes programme at the School of Engineering and Design, University of Auckland, and is completing a PhD in Design at Swinburne University of Technology. His research spans design cognition, the psychology of visual artefacts, and the relationship between designed environments and human wellbeing. His central question, what does design do to human experience, is what drew him to The Floral Effect Project. The collaboration with Emma Bass brings design research methodology and academic rigour to a body of qualitative evidence accumulating in clinical settings for over a decade.
We welcome approaches from researchers, clinicians, institutions and designers with aligned interests, in Aotearoa New Zealand or internationally. Every inquiry is read personally and we respond to all of them.
Thank you for reaching out.
We have received your message and will be in touch shortly.
