Bloomscape Wants You to Be a Better Plant Parent
March 19, 2018
The just-launched Detroit-based Bloomscape is aware of a couple things. Firstly, that house plants, like sun-filled Australian cafés and open-plan coworking spaces, have taken hold of the subculture where experiences reign supreme. And secondly, that buying a plant isn’t an experience most people find memorable. It often involves a big box hardware store where you’re responsible for the transport of your new fiddle-leaf fig, or an online delivery service lacking in customer service. Bloomscape hopes to remedy this with a user and design-friendly interaction that lasts long after your plant has arrived at your door.
Founded by Justin Mast and backed by Edward Sharpe and the Magnetic Zeros frontman Alex Ebert as well as Shinola-alum Bridget Russo, Bloomscape aims to create a digital experience that heeds the Dutch philosophy of gezellig. “Plants help create gezellig. It’s one of those words with no English translation, but it means coziness, an intimate social feeling that you get when you’re in spaces you love with people you love,” Mast explains. “I realized that shopping for plants is not gezellig at all.”