At the florist, it typically goes by the name Lisianthus. It’s also commonly known as the Prairie gentian, reflecting the grasslands where this flower is usually found (when not at a florist!). The modern botanical name is Eustoma, from the ancient Greek words for “pleasing mouth.”
By whatever name, the deep blossom shape called out to my macro-probe lens, one of a series of images I have photographed inside flower blossoms including those shown in Hollyhock ‘Halo Candy’, Falling in Love, Inside Digitalis, Flowers or Sea Creatures, and more.
With these photographs, the macro wide-angle lens on a stalk goes with the blossom. I use the builtin ring light to see to focus, then use a relatively long exposure (usually about thirty seconds) to capture the details inside the flower.