Installations : Big Impact
Aug 12, 2025
Image - The Contemporary Hydrangea Installation from The Installations Masterclass
There’s something about a brilliant installation that’s hard to ignore. A floral cloud hovering above a long table. A grand archway tumbling with blooms. A window filled with colour, shape and movement that makes passers-by stop and stare. These are the pieces that start conversations, generate bookings, and take your work into a different league.
When floral designers ask me what one thing they can do to truly stand out in the crowd, the answer is always the same: master floral installations.
Not because they’re flashy. Not because they’re trendy. But because they are unforgettable.
Installations turn a moment into a memory. They make your work visible, shareable and - most importantly - recognisable. When done well, they become a powerful extension of your brand, and a clear signal to the world of what you’re capable of.
And while they might look elaborate, the truth is: installations aren’t just for “big name” florists or those with bottomless budgets. They’re a skill just like any other, it's a skill that can be learned, practised, and refined. And they can work beautifully at any scale.
At their heart, installations are simply your floral voice - magnified. They’re not separate from the work you already do. They’re a natural evolution. If a bridal bouquet is a whisper, an installation is a shout. But both can come from the same vocabulary, the same creative place.
I often think of installations as your brand turned all the way up. They’re where your house codes - your colour sensibilities, your mechanics, your style - get a chance to stretch their legs and really show off. Think of the interlocking Gs of Gucci, or the skull motifs of Alexander McQueen. The best designers have a recognisable style, whether you’re looking at a handbag or a fashion show. Floral designers can do the same and installations are the perfect place to establish that kind of clarity.
If you’re not quite sure where to begin, don’t worry. I started small too. In the early days, I created self-initiated installations, pieces made for myself, with my own time and budget, often in my own studio or in a friend's shop window. They gave me space to practise the mechanics, refine my ideas, and shape my visual identity without the pressure of a brief.
Over the years, I’ve made a lot of installations - some brilliant, some... learning experiences. I put together the Installations Masterclass to save you from some of the trial-and-error I went through. It’s a step-by-step guide to building this skill from the ground up, whether you’re working in a studio or out of your spare room. Check out The Installations Masterclass here.
Most importantly, Installations gave me something to show. And once people could see what I could do - even on a modest scale - the enquiries started to come.
That’s the power of visibility. Because installations don’t just delight a client. They get noticed. They get photographed. They get shared. They live longer in people’s memories. And that means you’re not just delivering flowers, you’re building a reputation.
If you’re thinking about creating your own, start with a clear intention. What kind of work do you want to be known for? What kind of clients are you hoping to attract? There’s no use designing a piece you wouldn’t want to sell again. Your audience will only know what you offer if you show them. So show them what you love.
Installations for high-end weddings might mean creating a luxurious floral arch or ceiling piece. Work for commercial clients might demand a sculptural, trend-led installation in an unexpected space. Every choice you make should point towards the kind of business you want to build.
And one installation alone won’t do all the work. You need consistency. Repetition. Depth. The designers who become known for installations aren’t always the ones who made the biggest piece - they’re the ones who kept showing up, kept building their repertoire, and kept inviting people into their process.
Which brings me to one of the most overlooked aspects of installation work: the behind-the-scenes. People love to see how things come together. The mechanics, the scaffolding, the hands-on making, it all adds value. It gives people confidence in your skill, and it helps them understand what goes into the finished result. Don’t hide the process. Share it. It tells just as much of a story as the finished design.
One final tip: reuse what you create. A self-initiated installation is an investment, and you can stretch it's value in all sorts of ways. Photograph it from multiple angles. Restyle the frame into a new shape. Re-shoot it with different flowers, or in a new location. The more you can do with one design, the more impact you’ll have - and the more content you’ll create.
Installations are bold, yes. But they’re also strategic. They’re not just about making something beautiful. They’re about showing people what’s possible - and letting that possibility do the talking.
In Part Two, we’ll explore how to make installations not only creatively satisfying, but also financially rewarding so that they become a sustainable, profitable part of your business.
Artist. Educator. Writer. Broadcaster.
