How We Design a Floral Concept from Scratch
The best floral concepts start long before the flowers arrive. It might begin with a floorplan, a snippet from a colour palette, or even just a client saying, “We want it to feel like a secret garden.” That spark—however small—is where our design process begins.
1. Understand the Scale of the Space
Before we even think about flowers or colours, we start by looking at the venue itself. The scale of the space tells us everything — how high are the ceilings? Is it indoors or out? Will people be moving through the space or sitting in one area for hours? A floral installation for a narrow restaurant entrance needs a completely different approach to one for a large open-plan bar or a grand London ballroom.
We take detailed measurements, snap reference photos, and understand how people will use the space — walking, sitting, gathering, or dancing. We consider how the florals will be viewed — up close, from afar, or from different levels. This is the base of our floral concept design. Everything builds from this.
2. Work With the Time of Year
Flowers are seasonal. That’s not just a trend — it’s how nature works. You don’t get peonies in December, and summer hydrangeas won’t survive a spring chill. We plan designs that work with the seasonal flower selection, so they’re not only beautiful but also reliable, fresh, and better value.
April brings cherry blossom and soft spring blooms, perfect for romantic, wispy shapes. May is peony heaven — bold, lush, and ideal for rounded arrangements. By July, hydrangeas take centre stage, strong and full of colour. Late summer is all about dahlias — vibrant, sculptural, and dramatic. Autumn gives us gorgeous dried grasses, rust-coloured leaves, and seed heads. And at Christmas, we lean into spruce, pine, and conifers, with their rich texture and deep green palette.
We match these natural changes to the type of installation — flower walls, hanging pieces, floral arches, or table designs — making sure the structure supports the chosen flowers, both practically and aesthetically.
3. Understand the Client and Their Mood
Floral design isn’t about what we like. It’s about what they want to feel when they walk into the room. Some clients come in knowing exactly what they want — classic and romantic, with roses and soft blush tones. Others want something loose, wild, and organic, full of greenery and movement. Some want colour explosions — playful, bright, and bold.
We don’t guess. We ask smart questions, show examples, and build a personalised flower brief. It’s a mix of their ideas and our design-led thinking. Whether it’s for a wedding, brand launch, or dinner party — we get to the heart of what the florals need to say. That emotional thread becomes the anchor for everything we create.
4. Sketch the Look and Build With Colour
This is where the magic starts to take shape. We sketch out the first draft of the layout — where flowers will go, what size they’ll be, and how colour will move through the space. It’s not just about the flowers, though — we’re always thinking about the setting.
Are we working with sleek black interiors? Exposed brick? A Georgian townhouse with ornate mouldings? The venue floral transformation only works if we design to match or contrast with the space around it. We create digital or hand-drawn visuals, build a floral mood board, and explore flower palette creation options that feel fresh but grounded in the space’s personality.
5. Sign Off the Concept
Once we’ve pulled the concept together — visuals, flower selection, colour palette, and how it fits into the space — we present it back to the client. No long design documents or jargon. Just a clear, engaging explanation of the plan, and how each part connects.
We talk through every detail: how the installation will be built, what flowers we’re using, what it will feel like to walk into the room. Clients can tweak, add, or strip it back. It’s a collaborative floral concept session that brings their vision to life without the stress. Once everyone’s happy, we get sign-off and move forward into production, knowing we’re building something beautiful, grounded in logic, and packed with intention.
Floral Design in London
Starry Eyed Events is an established London floral design studio known for our creative flower styling process and bespoke floral styling. From weddings to immersive corporate floral styling, our floral installations are rooted in experience and local expertise. As Essex wedding flower specialists, we also design for countryside venues and stately homes, bringing thoughtful floral planning to every location.
Frequently Asked Questions
- How long does the floral design process take?
Usually 2–4 weeks from the first meeting to sign-off, depending on the scale and complexity of the installation. - Do you provide mock-ups or samples?
We can provide colour boards and sample flower types, and for large installs, we offer a small-scale test section for approval. - Can you work with our event planner or venue stylist?
Yes — we often collaborate with planners and stylists to make sure everything works together seamlessly. - Do you handle installation and takedown?
Absolutely. Our team takes care of everything, from setup to clear-down, so you don’t have to lift a finger. - What areas do you cover?
We’re based in Essex and London but regularly work across the South East and beyond for the right projects.
Ready to Talk Flowers?
If you’ve got a venue and a vibe, we’ll do the rest. Call us on 07738 156614 or contact us to start your own floral concept design with us today.
