Aside from client preferences and requests, can you elaborate on how you approach a more traditional event - like your work for Thanksgiving at Annabel’s vs. a less traditional event – like the jungle-esque theme for Louis Vuitton at Le Chateau de Versailles?

I think what helps us create newness with flowers is that none of us are florists by trade (apart from those actually executing the designs). The whole team comes from fashion or art or design, so we are able to take a brief and apply the principles of style and design to it, then actualize it in flowers. It is so important to take the venue, the brand, and the mood the client is trying to convey into consideration, and then put it through a FLOWERBX filter so it is something that we will feel proud to put our name on.

To that end, how do you respect the integrity of a room’s interior with flowers in mind? Annabel’s and Le Chateau de Versailles both have defined and substantiated aesthetics, to what extent does that influence the floral arrangement you create?

It is one hundred percent crucial to take the environment into consideration, as well as the invitation, the cause for celebration, the guests, and the vision and then to tell the story in flowers. I think a lot of florists go wrong by imposing their “style” on an environment. What we try to do is take the brief and then FLOWERBX it.

What has been your favorite event thus far in your career? Why?

I will never forget the 30m floral chandelier that we created for Louis Vuitton in the Palace of Versailles for an event there. Installing flowers in an empty Versailles in Paris in the early hours of a weekend morning was way up there with my career’s “pinch me” moments.

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