Floral design trends for 2022
We tapped David Hahn, co-owner of PVB, and an exclusive event designer to high-profile clients like Audi of America and The Sag Awards, for his thoughts on all things floral and what budding trends he is watching for 2022.David’s design team, Willem-Aidan, traveled globally designing media launches, executive dinners, corporate parties, and retreats and now exclusively serves clients at PVB and King River Ranch.Q: How were you first introduced to the world of floral design?
A: Nine months before 9/11, I adopted two tiny beautiful boys from Eastern Ukraine which is a story in itself. At the time, I was a fairly successful real estate agent in the Beverly Hills area. After the attacks of 9/11, all real estate came to a standstill. It was particularly concerning with two new sons that I was responsible for. It opened me up to perhaps doing something else.
A few months later, a dear friend of mine, a wholesaler at the Flower Market, brought me some flowers to give to my mother. I insisted on paying for the massive package thinking it must be hundreds of dollars for such an abundance of flowers. When he told me the wholesale cost, I was astonished, to say the least. That night, Willem-Aidan was born.
Initially, we delivered equally massive bouquets and vases directly from the Flower Market in downtown L.A., but it turned out that I had a knack at actually designing the flowers. In short order, Willem-Aidan was invited to design flowers for the celebrity lounge at the Screen Actor's Guild, the L.A. reception for the Cannes Film Festival at the Motion Picture Academy, was named one of the hottest floral designers in Hollywood by Los Angeles Magazine, L.A. Confidential, Details Magazine and featured as L.A.'s top floral designers in the book, Flowers That Wow.
Q: How would you describe your signature style?
A: I don't think a floral designer can have a signature style, unless they are designing for their own event. A good floral designer creates what the client wants and uses his or her experience and skill to expand, improve and refine their vision without imposing their own personal tastes on the process.
I hear a lot of stories of designers reproducing more or less the same look over and over at every event and venue and simply ignoring the client's preferences. Whether lavish and rustic or modern and minimal, a successful designer understands the intricacies of every style of design.
Q: What are your favorite ways to transform space into a lush, vibrant wedding/event experience?
A: That would depend on the budget and the space. I think it would be easier to speak to this as an event designer, of which flowers are only one element. Since we are talking about the whole space and what makes a big impression as guests walk in, I think the space itself is the most important factor.
Some spaces need very little decor because the natural background is very powerful like the Enchantment Resort in Sedona or a very cool Penthouse I know on the beach. It simply takes a lot of decor to make a significant impact in these kinds of venues. For evening events, whether outdoor beach or indoor ballroom, event lighting is not only functional so your guests can see their way around, it delivers the goods on wow factor in spades. It will simply transform the space more than anything else. I always try to prepare my clients on the cost of lighting and how important it is to the success of the event. Without at least basic lighting such as uplighting and pin spotting, pictures will be dark and flat. I have had many clients who later regretted not making the investment.
Specialty event and lounge furniture is probably my favorite part of the design because you can use the furniture you wouldn't normally put in your home. You have license to go a little crazy with all the fabulous sofas, tables, bars, chairs, arches... And there is so much beautiful and impressive inventory here in Southern California.
My two favorite budget boosters are candles and linens. Penny for penny, a client on a tight budget can get the biggest bang for a buck. Linens, in particular, are worth upgrading from the standard poly-blend linen. For as little as $30 per table to upgrade from black or white to an endless array of beautiful fabrics, colors and patterns, the impact as you walk in is big and immediate for relatively very little money. This is because the dining tables cover the largest real estate in the room.
Florals, vases and candelabras/pedestals are the final and essential layer on the perfect design. To use flowers in creating a lush and lively atmosphere, you need height and more height if it is an interior room, whether tall flowers and vases, flowers on some sort of pedestal structure or hanging floral elements. They obviously make the eye go upward which is what you want. In general, tall florals are more associated with weddings as opposed to corporate or social events. But I used tall elements in my corporate events all the time, depending on the brand. It is a fine line from corporate entertaining to Katelyn's dream wedding, but it's always obvious when it's been crossed.
Specific to weddings using greenery and vines to create a lush look, Smilax is a great tool. It's a wild vine that covers large areas and can be hung around the room to give a fantasy garden look. I also love Monstera leaves. They are like huge sculptures. Also, these days, event rental companies offer amazing tall centerpiece structures that add height and drama to the table.
Q: What’s the single most important aspect of floral design and the role it plays in an event?
A: Good event flowers simply make sense to the table and the room. They should accent and not contradict the other elements. If the floral designer and event designer are not the same person, it is important that they work closely together so the florals are a seamless part of the overall design.
Q: Any insider tips or tricks you can share?
A: Virtually every aspect of an event can be budgeted to be within certain budgetary parameters. Catering, photographer, even the venue can be counted upon to be between certain dollar amounts. But floral and event design are a wild card to the budget.
One could spend $1,000 or $100,000 because there really is no ceiling. The only way to approach putting the design together is to work backward from a specific budget. So, I always recommend that flowers and decor be left until the very end after all the other vendors and their contracts have been finalized. This way, you will know exactly how much you have to spend in this area without wasting time on a design that may be out of reach.
Q: Event floral trends you're keeping your eye on for fall 2021 and beyond
A: Hanging elements are very popular right now, which I love. With some creative engineering or a perfectly placed grove of trees, they can even be done outside. It's impossible to talk about future trends without talking about the present pandemic. In the 2000s, 'pave' (flower-on-flower) designs were all the rage. It was very heavy, dense, and expensive. The 2010s brought a more natural look and heavy use of greenery in contrast to the decade before. Perhaps, it was a reaction to the 2008 financial crisis, our version of the Great Depression.
My gut tells me that more simple and modest decor will dominate for the next year or so; lots of greenery, dried flowers, muted colors. But then, I think designs will get more and more lavish a la Gatsby, at least temporarily, as everyone recovers in their own way from COVID-trauma.
Liked this blog post? Let us know what our world-reknowned event experts at PVB can help you with next! Email David at events@venicebeachpenthouse.com