Aligned + Authentic: Thoughts on Bringing Floral Installations to Life

_{Image - On Caladium from The Installations Masterclass}

If developing your own brand of floral installations is on your checklist for this year, I'm offering a free live class on 22nd April 'Six Steps to Mastering Installations'. It's free, and I promise you, it will be packed with All The Good Stuff. Sign up, for free, right here.

Let’s begin, as all good stories do, at the very beginning—at the moment of possibility.

When we talk about floral installations, or indeed any floral composition, it’s tempting to think first of the creative potential, of the sheer scale, the theatre, the drama - all the juicy bits. But installations offer us far more than an opportunity to flex our artistic muscles. They hold the potential to reshape our businesses from the inside out—artistically and commercially too.

At their best, installations are nothing less than a magnified expression of your brand. If you think of each bouquet or arrangement that leaves your studio as a tiny ambassador of your aesthetic—then an installation is that ambassador writ large. A cathedral-scale calling card, a three-dimensional brand signature that is boldly, unmistakably you. They are opulent, fantastical, often luxurious—and they stop people in their tracks. That’s no small thing.

But more than simply being show-stopping, installations also do the clever work of marketing you, for you. Unlike a boutonnière that disappears into a suit lapel, or a hand-tied bunch that lives its life in the quiet intimacy of someone’s hallway, installations are out in the world. They're there. They’re seen. They’re photographed. They’re shared. And they carry your name with them wherever they go.

From a business perspective, that kind of visibility is golden. A floral installation is not just a product—it’s a performance. A spectacle. One that doesn’t just delight a client but draws in potential collaborators, future customers, and all manner of creative opportunities. It is work that works for you.

And let’s not ignore the simple truth: when it comes to installations, size does matter. Larger installations tend to be more impactful—more impressive to the untrained eye—even if the technical differences between a smaller and a larger piece are negligible. There’s something about scale that lends instant gravitas. The average passerby may not appreciate your impeccable wiring techniques, but they will gasp at a six-foot floral arch. And whether you’re building a business, or whether your buisness is a decade in the making, that gasp matters.

Installations open doors. No matter how skilled you are—how refined your vases, how exquisite your wedding work—there’s something about the theatre of an installation that elevates a florist to a new level. Installations invite collaboration, spark conversations, and create moments that are unforgettable. They're the kind of work that gets remembered—and more importantly, gets shared.

Image: On Hydrangea taken from The Installations Masterclass

So how do we begin?

For me, my journey to installations began with self-initiated installations—pieces I created off my own back, in my own studio, paid for out of my own pocket. These weren’t commissions, they were investments. Opportunities to test mechanics, refine my approach, and establish my visual language. I treated them as house codes—like the bamboo handle of a Gucci handbag, or the skull motif in a McQueen scarf - I developed little symbols, little cues that made my work recognisably mine. This part is crucial. Because in floral design, just as in fashion, the best work is unmistakable. It belongs to the maker before anyone else. And when we create with intention and consistency, our audiences begin to recognise our signature. That’s where brand power begins to build.

Now of course, I’m not blind to the realities. Budget. Time. Space. All of these are constraints between you, and creating the floral designs that will put your business on the map. That’s precisely why starting small, with self initiated installations, is such a smart move. You can control the process, the pace, and the result. Photograph everything. Film it. Share it. These self-initiated installations are your portfolio before the commissions arrive. They are your evidence. They are your proof of concept.

But we don’t just create for the sake of it. Rather, we're intentional.

Before you build, ask yourself: why are you creating this? What is the goal?

Perhaps you want to shift into more luxurious wedding work. Perhaps you’re aiming to cultivate a corporate/event clientele. Or perhaps you’re itching to step into the world of fashion collaborations. Whatever your ambition, your installations need to align with it. Because everything you show is a signal—and we should be showing what we want to sell - what we're ready to sell.

If you want to attract high-budget weddings, don’t create modest shopfront installs. Create opulent arches. Lush, hanging clouds of blooms. Statement pieces that feel utterly indulgent. Make the work you want to be hired for. That’s the rule. 

The trick is to know who you’re speaking to—and then to create in a way that sings directly to them.

Because when your work is aligned with your brand, and when your audience can recognise your signature, you’re not just a florist. You’re a creative force. A tastemaker. And that’s when the real magic happens.

So let’s recap. Why do installations matter? Because they are attention-grabbing, awe-inspiring, and utterly compelling. Because they amplify your brand, start conversations, and attract collaborators. Because they allow you to show the world—at scale—what you’re truly capable of.

And why should you create your own, self-initiated installations? Because they allow you to hone your craft, build your portfolio, and lead with your signature style. They give you control over your brand narrative. And they position you exactly where you want to be in the marketplace.

The key is alignment. Alignment between your goals, your audience, and your work. Authenticity in the way you show up and the way you design. When those elements connect—when your vision, your execution and your client base are all in harmony—that’s when the real transformation happens.

So take your time with this process - plan it thoughtfully. And above all, create with intention. Because when you do, the installations you build won’t just be floral. They’ll be transformative for you, and your business.

If developing your own brand of floral installations is on your checklist for this year, I'm offering a free live class on 22nd April 'Six Steps to Mastering Installations'. It's free, and I promise you, it will be packed with All The Good Stuff. Sign up, for free, right here.

Until next time,