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Client Spotlight: Hunter Frescoln and the Art of Biophilic Design

Today, we’re excited to feature Hunter Frescoln, founder of Trendy Gardener in Iowa. As a Biophilic Interior Designer, Hunter transforms residential and commercial spaces by seamlessly integrating preserved botanicals. With the support of SecondFlor’s preserved collections, his work brings nature, balance, and timeless elegance into interior design — all without the need for maintenance. Discover how Hunter is redefining the connection between people and nature, one moss wall at a time.

SecondFlor: Can you introduce yourself to our readers?

Hunter Frescoln: My name is Hunter Frescoln, and I am proud to be one of Central Iowa’s leading biophilic design studio and indoor plant design firms. My work is rooted in the belief that reconnecting people with nature—whether at home, at work, or in a public space—can foster wellness, creativity, and connection. I specialize in custom preserved moss walls, living wall installations, and interior plantscaping for both residential and commercial clients. I also operates a thriving indoor plant retail shop and showroom, where I showcase moss artistry, rare houseplants, plant accessories, and holistic design solutions that prioritize well-being and sustainability.

SF: Can you tell us about your professional background and how you got started in the field of biophilic design?

HF: I began my career in the world of interior design, specifically kitchen and bath, where I led high-end residential design projects. My role as Head of Residential Design helped me develop a deep understanding of spatial harmony, architectural flow, and client-centered creativity. However, over time I realized there was a missing element—nature. While beautiful, these spaces often felt sterile and disconnected from the living world.

That realization led me to transition my focus to indoor plantscaping and the emerging world of biophilic design—an approach that weaves nature back into the built environment. It allowed me to combine aesthetics, emotional wellness, and sustainability into something far greater than décor. Biophilic design became my medium for creating spaces that not only look good, but feel good, too.

SF: What excites you most about biophilic design?

HF: The most exciting thing about biophilic design is its ability to transform how people experience a space on every level—emotionally, physically, and even spiritually. It’s not about just placing a plant on a shelf. It’s about creating environments where people feel more relaxed, focused, energized, and inspired, simply because nature is present. I see it every day: the way people react when they step into a space filled with living greenery or run their fingers across a textured preserved moss wall.

The beauty of biophilic design is that it’s intuitive—we’re wired for it. When done intentionally, it can completely shift the energy of a space. It creates presence, calm, and vitality. For me, every project is a new opportunity to change how someone feels in their home or workplace.

SF: Is there a project or achievement you're particularly proud of?

HF: There are two projects that stand out as true milestones in my career.

One of the most meaningful was a custom preserved moss wall with an integrated wall clock, designed for a high-end client in West Des Moines. This client remains one of my favorites in my entire career. She gave me complete creative freedom, which allowed me to explore new ideas and create something that was entirely out-of-the-box. The installation became the centerpiece of her kitchen—the heart of her home—and brought organic rhythm and texture into an already beautiful space. Being able to add nature in such a functional and sculptural way was an absolute privilege.

Additionally, perhaps the most pivotal project in my career was the installation of the largest preserved moss wall in the state of Iowa. This was more than a design moment—it was a cultural one. This wall opened people’s eyes. It proved that biophilic design—specifically preserved moss—wasn’t just a trend seen in magazines. It had arrived in Des Moines, and it was here to stay. That wall helped shift local perceptions and bring attention to the beauty, durability, and low-maintenance benefits of preserved botanical installations.

SF: How do you see demand for biophilic design evolving over the next few years?

HF: The demand is growing rapidly and shows no signs of slowing down. What used to be considered a luxury is now recognized as a necessity—especially in post-pandemic design thinking. People want healthier spaces that support mental clarity, emotional regulation, and productivity. Businesses are investing in living walls, plant leasing programs, and custom moss branding because they see the direct return in terms of employee wellness and client perception.

On the residential side, I am seeing a growing number of clients who want to create sanctuaries in their own homes—places where they can decompress, breathe easier, and reconnect. Moss walls, in particular, have become a sought-after design feature due to their beauty and low maintenance. I believe the next wave will be integrating biophilic elements into everyday experiences, from kitchen backsplashes to entryway installations, and even furniture. This movement isn’t going anywhere—it’s just evolving.

SF: Who are your greatest influences or inspirations in the field of biophilic design?

HF: I’ve drawn inspiration from so many visionaries. Thomas Heatherwick’s approach to biomorphic architecture has always inspired me—his work is a beautiful blend of organic form and futuristic thought. I also admire Oliver Heath, whose research and practice in evidence-based biophilic design has brought critical awareness to the wellness benefits of integrating nature into the built environment.

Locally, my clients are often my greatest inspiration. When someone gives me creative freedom and trusts the process, that’s where the magic happens. It’s in those moments of collaboration that I’m reminded why I do what I do.

SF: Could you share a few words about your experience with SecondFlor and how our products have contributed to your business?

HF: SecondFlor has been an essential part of my growth and success. Your preserved moss and botanical offerings have given us the freedom to create lasting, luxurious, and maintenance-free designs that align perfectly with our brand’s values. The quality is unmatched, and the product consistency gives me the confidence to take on large-scale installations with zero hesitation.

More importantly, your customer service and product education have made you more than a supplier—you’re a partner. Whether it’s sourcing specialty mosses or exploring new textures, SecondFlor helps us keep our work innovative, timeless, and true to the biophilic vision.

SF: Which of SecondFlor's wide range of products do you prefer?

HF: I am especially drawn to reindeer moss, mood moss, pole moss, and hair moss for their versatility in color, texture, and depth. These preserved materials allow us to create richly layered, dimensional designs that feel both natural and refined. Long fiber moss and preserved Amaranthus introduce dynamic movement and a sculptural quality, while preserved ferns are a favorite for accenting contemporary spaces with organic softness—perfect for high-end residential and hospitality settings.

In addition to moss, our preserved flowers and botanicals have become a growing favorite among our clients, especially restaurant owners who want lasting arrangements that don’t require ongoing maintenance. These florals offer the beauty of fresh blooms but with far greater longevity, making them ideal for creating elegant, stress-free tablescapes, restroom accents, and hostess displays that align with their brand’s aesthetic.

Preserved flowers also make exceptional gifts—particularly around holidays like Mother’s Day, Valentine’s Day, and even during seasonal plant sales—because they offer a lasting alternative to traditional cut flowers. One of our most beloved items is the preserved rose enclosed in a glass cloche, which I now carry as a staple in our retail shop. Customers are drawn to the romance and nostalgia of this piece, often noting its resemblance to the enchanted rose from Beauty and the Beast. It’s a timeless gift that symbolizes love, elegance, and enduring beauty.

SF: Are there any upcoming projects or events that you would like us to highlight?

HF: I recently completed a preserved moss wall installation for a client who had just moved into a new construction home. From the very beginning, his vision was clear—he wanted nature to be an integral part of his living environment. Above the kitchen bar, I created a lush, textural installation featuring a dynamic blend of reindeer moss, mood moss, pole moss, long fiber moss, and cascading preserved Amaranthus. The result was a striking yet serene focal point that softened the clean lines of the space and brought a sense of life into the heart of the home. In the adjoining living room, I designed a custom concrete moss bowl filled with preserved ferns and hair moss—a sculptural element that introduced warmth and organic grounding to the modern interior. Together, these installations offered a seamless example of how preserved botanicals can elevate a home into a calming, nature-infused retreat.

SF: Is there anything you'd like to add or any particular message you'd like to pass on to our readers?

HF: Biophilic design is no longer optional—it’s essential. It’s about creating intentional spaces that nurture us on a sensory and emotional level. Whether you're designing a corporate office, a home, or a retail space, there is always a way to bring nature in.

Preserved moss and botanicals offer a perfect bridge between beauty and practicality. They allow people to enjoy nature’s texture and presence without the pressure of daily care. I’d encourage anyone exploring this path to think big—biophilic design doesn’t just elevate spaces, it elevates lives.

Hunter Frescoln’s work is a perfect illustration of how biophilic design can bring both beauty and well-being into everyday spaces. Through his passion, creativity, and partnership with SecondFlor, Hunter continues to push the boundaries of what preserved botanicals can offer — transforming interiors into green sanctuaries.

You can follow Hunter’s latest projects and creations here:

• Website: https://trendygardenclub.com/ 

• Instagram: @trendygardener | @hunna_fresh

• Facebook: Trendy Gardener