Expert florists White House Flowers share their advice on choosing the perfect floral arrangements for your next corporate event.

Anyone who has walked into a conference or networking event with bright fluorescent lighting, stark, unadorned tables and stale air will know that they’re in for a dreary and dull few hours (insert stifled yawn here). If the event organiser couldn’t be bothered to add some simple floral arrangements to brighten up the place, then don’t be surprised when the mini sausage rolls start circulating.

However, when you walk into a space with fresh seasonal flowers, and maybe even a few candles, strategically placed, you know this is going to be a good event. The canapes will be good, the wine even better, and suddenly you’re ready to mingle.

Fun fact: being in the presence of flowers triggers happy emotions and heightens feelings of life satisfaction. In a study done by a team of researchers at Rutgers University in New Jersey, it was proven that flowers have a positive effect on people’s moods. Because of this, it makes sense that the florals you choose for your next event shouldn’t be an afterthought – they’re an important part of the planning process. We asked florist extraordinaire Jess Hapl from White House Flowers for her advice…

What are the top three reasons flowers are important at a corporate event?

“Flowers really are key for a successful event. Not only do they bring colour and life to any space, they can tell a story. For example, using citrus colours for the launch of a lemonade drink company is a beautiful way to reflect the brand’s identity. Most importantly, flowers can make an event feel more personal and inviting, rather than being too ‘corporate’ and ‘sterile’, which is no way to make attendees or guests feel relaxed and enjoy themselves.”

How can clients choose the right flowers for their next event? 

“The first step is to plan out what theme and mood you are trying to convey to your guests attending the event. Are you hoping to create excitement and spirit? Then you should use bright vibrant tones to reflect this.

“Next, trust your florist to select the season’s best florals to suit a colour palette or theme you are trying to represent – this is always the best way to achieve a favourable result. Try not to get too bogged down on specific flower varieties, which might not be in season. Finally, consider the right vessels and style for your event. Chat to your florist about this – do you want guests to be able to take the flowers home? Then using a disposable vessel is a good idea, and you don’t need to worry about pack-down costs.”

What are the best types of flowers to use?

“There is no right or wrong answer here. The main thing to consider is your audience. Would you like to reflect a masculine theme? Would you like fragrant blooms for a perfume launch? Think about the mood you would like your guests to feel and relay this to your florist.

“Also, opting for long-lasting flowers that won’t drop or perish after a short time is always a good idea. And going for a seasonal combination will also help keep costs down.”

From a large-scale event to something more intimate, how do floral arrangements differ?

“Every event, no matter how big or small, is bespoke. Don’t be afraid to go over-the-top on an intimate event with your flowers, if this is something you think your guests will appreciate. Or vice versa at a large-scale event. If you think your guests would appreciate something more ‘low key’ then stick to your vision.”

How can a brand elevate its next corporate event with flowers and plants?

“This can be done by exploring different options for floral arrangements, rather than just the traditional table centrepieces. For example, creating a beautiful flower or plant wall for guests to take photos in front of not only looks great on the day, but it encourages a lot of content creation which boosts your event long after it’s finished. An epic large-scale bar arrangement would be great for an alcohol brand, or a large stage design is perfect for an awards show.”

The Dos And Don’ts Of Creating A Stylish Arrangement

DO: trust your florist to suggest vessel options best suited for the floral choices. For example, low bowls for heavier materials, and thin bud vases to create a more ‘airy’ feel.

DON’T: be afraid to break away from traditional designs. Chat to your florist about ways you can make your tablescape more ‘modern and in style.

DO: explore various vessel options with your florist. Are they able to hire these to you? Or do you need to purchase them? All of these factors come into consideration when budgeting.

DON’T: opt for taller designs, as this will obstruct the guests view over the table.

DO: consider the space where the flowers are going. Will there be candles around the design? Try to avoid cluttering the tables so guests don’t feel overwhelmed.