My most recent client event was hosted at a country and western venue, and rather than soften or modernize the setting, we leaned into it wholeheartedly. The result? A cohesive, immersive experience that felt intentional, elevated, and completely authentic to the space.

I often tell clients who are hosting their event at a venue or even a restaurant, to consider the aesthetic of the space and let that aesthetic drive the design.

When designing around a strong venue aesthetic, your first step is observation.

• What materials dominate the space? (Wood? Metal? Brick?)

• What colors are naturally present?

• What is the mood — rustic, refined, relaxed, bold?

I wanted the design elements to feel like an extension of the space rather than compete with it. Large whiskey barrel arrangements created a few focal points. Arrangements in cowboy boots were intentionally placed throughout the space as a subtle nod to the venue. And table arrangements in fun, cobalt blue vases struck the perfect note between fun and elevated.

As for the flowers themselves, we chose elements that would reinforce the story. Sunflowers were the signature stem - the epitome of refined rustic style. By using them sparingly, your eye was immediately drawn to them and they created a bold yet cohesive statement through the entire space. Cohesion is created through repetition and restraint.

On another blog I’ll dive into how I create floral recipes but I’ll leave it here for now. As you start looking at venues for your event, consider the aesthetic and how that will affect the design. Not sure how to work within the aesthetic? Well, that’s why people hire me - to create a design that feels like an extension of the space but also a unique interpretation of it.