1. Make Them Last
If you’re planning a multiday event and need your flowers to endure, put arrangements in water rather than foam; it allows them to soak up more moisture. Flowers absorb water through the petals as well as the stems, so David Monn places wet paper towels over arrangements before guests arrive, and after they leave for the day. Maintain a room temperature under 70 degrees—most experts say 68 is ideal—when the venue is vacant at night, or move the flowers to an air-conditioned area. “Think of it as having guests sleep over,” says Meredith Waga Perez of Belle Fleur. “Keep them comfortable if you want them to thrive.” Also try to keep flowers away from a draft to avoid disturbing delicate petals.
2. Keep it Cheap
Choose flowers that are in season and abundant to avoid paying exorbitant prices for hard-to-get varieties. Consider buying your own vases so that you don’t have to rent them, and you can reuse them. Keep in mind that potted plants and flowering branches can be less expensive—and more dramatic—than cut stems.
3. Respect Your Guests
Some guests have allergies, or find that fragrant flowers clash with aromatic food. Think about using flowers with no aroma in table centerpieces if you anticipate a sensitive crowd. Further, guests should be able to interact with one another while dining, so choose centerpieces that are low enough to see over, or high enough to see beneath—like tall branches that create a canopy over the table.
4. Boost Your Brand
Like other decor elements, florals can be used to convey a brand personality or corporate image. “Corporate events need to exude the personality of the company,” says Niki Delacueva, president of Los Angeles-based R. Jack Balthazar. The vessel can also be a branding vehicle—through color, logo or style. For a Penhaligon’s fragrance launch, Monn chose florals in colors that matched the product’s purple and green
packaging.
5. Make an Impact
Focus your floral budget on attention-grabbing decor at the foyer or entrance to the event—it creates anticipation and makes a lasting first impression. For the launch of a Nanette Lepore boutique, Delacueva flanked the entrance with two mannequins dressed in leaf dresses with floral belts; these also served as a backdrop for photographers shooting arrivals. You can also add drama with bouquets made of many stems of the same flower—currently a big trend in floral design. “Quantity plus similarity equals impact,” Monn says.
—Alesandra Dubin
This story originally appeared in the July/August 2004 issue of the BiZBash Event Style Reporter.
If you’re planning a multiday event and need your flowers to endure, put arrangements in water rather than foam; it allows them to soak up more moisture. Flowers absorb water through the petals as well as the stems, so David Monn places wet paper towels over arrangements before guests arrive, and after they leave for the day. Maintain a room temperature under 70 degrees—most experts say 68 is ideal—when the venue is vacant at night, or move the flowers to an air-conditioned area. “Think of it as having guests sleep over,” says Meredith Waga Perez of Belle Fleur. “Keep them comfortable if you want them to thrive.” Also try to keep flowers away from a draft to avoid disturbing delicate petals.
2. Keep it Cheap
Choose flowers that are in season and abundant to avoid paying exorbitant prices for hard-to-get varieties. Consider buying your own vases so that you don’t have to rent them, and you can reuse them. Keep in mind that potted plants and flowering branches can be less expensive—and more dramatic—than cut stems.
3. Respect Your Guests
Some guests have allergies, or find that fragrant flowers clash with aromatic food. Think about using flowers with no aroma in table centerpieces if you anticipate a sensitive crowd. Further, guests should be able to interact with one another while dining, so choose centerpieces that are low enough to see over, or high enough to see beneath—like tall branches that create a canopy over the table.
4. Boost Your Brand
Like other decor elements, florals can be used to convey a brand personality or corporate image. “Corporate events need to exude the personality of the company,” says Niki Delacueva, president of Los Angeles-based R. Jack Balthazar. The vessel can also be a branding vehicle—through color, logo or style. For a Penhaligon’s fragrance launch, Monn chose florals in colors that matched the product’s purple and green
packaging.
5. Make an Impact
Focus your floral budget on attention-grabbing decor at the foyer or entrance to the event—it creates anticipation and makes a lasting first impression. For the launch of a Nanette Lepore boutique, Delacueva flanked the entrance with two mannequins dressed in leaf dresses with floral belts; these also served as a backdrop for photographers shooting arrivals. You can also add drama with bouquets made of many stems of the same flower—currently a big trend in floral design. “Quantity plus similarity equals impact,” Monn says.
—Alesandra Dubin
This story originally appeared in the July/August 2004 issue of the BiZBash Event Style Reporter.
At the Henry Street Settlement's fund-raiser, Bardin Palomo's flower arrangements were either short enough to see over.
At the Henry Street Settlement's fund-raiser, Bardin Palomo's other flower arrangements were tall enough to see beneath.
