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Financial Times Festival Subscribers Area 2022

This September saw us return to the Financial Times Annual Festival, where for the third year we took over their subscribers and VIP area. Working closely with the team, we hand-picked props, designed florals, and carefully curated mood boards to fully design and style the space. The result was an exclusive and unforgettable guest experience, which everyone wanted to be a part of.

Floristry Installation for Financial Times Live Brand Activation

This year’s brief was a fun and functional space for subscribers at the event to relax, recharge and enjoy a drink. The setting not only needed to work practically but be visually enticing, and tie together with the bold and colourful branding of the event.

Floristry Installation for Financial Times Live Brand Activation

Our team of in-house stylists and florists set to work designing this year’s concept. We adopted a modern aesthetic, selecting clean, minimal pieces of furniture and layering textures including linen, leather and wood. We then injected colour through statement florals, soft furnishings and accessories. Abstract shapes and patterns were also incorporated into the design to perfectly compliment the branding.

Brand activation event floral installation

The statement arch created a focal point for the festival and the bold, colourful palette made for a clear entrance to the subscriber area. Our team of florists, selected florals such as alliums, eremurus, and British grown dahlias to add unusual shapes and textures to the archway, tying together with the modern and abstract styling used inside the stretch tent.

The design of the archway was also echoed in the floral swing seat, which itself incorporated branded graphics above it. When designing these structures, the team focused on experiential activation and wanted to create something which visually wowed and immersed the guests in the setting. The arch and swing seat both acted as the perfect opportunity to generate content, for both the brand and those attending the festival, with guests often using them as a photo backdrop and engaging with the brand across social media.

Alongside the florals, we incorporated plants in both the base of the swing seat and arch structures, and throughout the subscribers area. This helped to soften and style the space, while creating an organic feel.

Floristry Installation for Financial Times Live Brand Activation

We handpicked a selection of props from our extensive range and sourced new items where the need arose. We worked with the team at the FT to take onboard what had worked well in previous years and where we could develop the offering. This year we opted for additional seating and a bespoke dog area. We also created a bespoke surround for the bar in the stretch tent. We used an abstract pattern to turn this practical service point into something which visually wowed and became a focal feature in the centre of the space.

To find out more about our commercial styling and installation services get in touch with our team.


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