the flowers and greenery softened the Sousa House’s brick and dark wood facades. “I think florals bring a sense of grounded reality to a lot of these events that are set up indoors in white box spaces meant to be reused for event after event,” Kelly says. “Florals and greenery really create an escape. They transport the attendees into the experience that we’re giving to them. For House of Philosophy, the florals and plants really finished off the whole package.”
Eventique leverages the “grounded” and “reality-bringing” power of florals in its virtual events, too. For Sephora’s SEPHORiA: Virtual House of Beauty event, for example, Eventique crafted a digital room filled with natural light, wildflowers, and ferns that brought a breezy, ethereal element to the space. In a virtual environment commissioned for Apple TV+, designers created a 3D render of entangled trees and softly lit hedges. They lent the virtual space a warm, inviting feel that could only be achieved with natural elements. It doesn’t matter if your event is in a New York City townhome, a restaurant, a ballroom, or the digital plane: Florals can add that touch of beauty and gravitas you need. As Eventique Founder and Executive Producer Liron David puts it, “Whether you’re considering using flowers for your corporate, nonprofit, or social event, they have to be always thought of as an art form. They’re not just filling space.”
To make sure no one missed the message, Kelly and her team did something unforgettable and a little bit crazy: They asked a sculptor to freeze full-sized cannabis sativa, cactus fruit, agave, jojoba, centella asiatica plants in blocks of ice. “We created these large ice blocks of the key ingredients to show off the cryo components of Philosophy’s latest product line. To make the ice sculptures pop, we illuminated the sculptures from the bottom to make them the highlight of the room,” Kelly says. The products themselves were raised on daisies and positioned on clear stands side-by-side with cactuses in bright white, geometric pots. The room also featured art pieces and interactive elements, like a massive makeup palette that took up an entire table and a white-cushioned porch swing that was the perfect setup for selfies. “We were constantly thinking about, ‘This activation, this graphic, this message, this tagline’ — does it feel relevant and right to what we want to say about the brand?” Eric told BizBash. “And for the design and fabrication: ‘Is it going to be not only something that articulates that message, but also is it going to create this moment with people that makes them want to voluntarily take a picture, share it, or write about it?’” Mother Earth goes virtual. Only two of the four House of Philosophy floors leaned on florals, but they were a key component of communicating the brand’s aesthetic and appeal. Combined with large foam core stickers — which gave the illusion of different paint colors — “We were inspired by how water fills a tub, and we just replaced the water with the florals.”
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