Venice in Red

When Floral Design Goes Beyond Flowers

The Power of Knowledge, Creativity, and Client Trust

The event by KM Events, with floral design concept by Tomas De Bruyne, featured an impressive 45,000 fresh flowers, complemented by 25,000 artificial blooms, all brought to life by a dedicated team of 25 florists. Over just four days of intense work, they transformed the space, incorporating a staggering 24 kilometers of red ribbon to complete the stunning setup.

In floral design, focusing only on blooms can be a limiting trap. Many designers unknowingly fall into the role of flower or arrangement salespeople. The limitations they set ups themselves are connected to so many factors that are simply uncontrollable from the position of a floral business owner. These factors include - longevity of flowers, which is simply a matter of how nature works; the freshness of flowers - which can be altered by so many things, from transportation conditions to care and handling, and so forth; the acquisition prices - which no matter how savvy you are in purchasing flowers, they are still determined by bigger forces, so to say. 

What if you could focus on guiding your decisions towards things you can control and place your focus on working with tools that can make you more successful? Both in business and in delivering beauty to your clients.

Floral design is not about flowers. At EMC, we start our curriculum in the Fundamentals of European Floral Design Course with precisely that statement. True changes in life occurs when changes in your mindset happen! Therefore, changing your mindset about the way your perceive flowers in your work is essential in order to achieve a real change in your work, business and overall life, at the end of the day. 

Trying to perfect what cannot be controlled creates a constant struggle. But what if you shifted your focus to mastering what can be influenced? That’s where design fundamentals come into play.

Designing Beyond Limitations: The Elements & Principles of Design

The real strength of floral design doesn’t come from just using flowers. It starts with an understanding of design principles—color, balance, proportion, and more. Take, for example, the color red, known for its visual impact and ability to transform a design into a powerful statement piece.

An event designed by Tomas De Bruyne at the JW Marriott in Venice is a prime illustration of this. The setting—a luxury hotel on a private island—demanded more than just beautiful flowers. It required a design that communicated elegance, balance, and a strong sense of place.

With perfect symmetry calming the overall mood and parallel lines creating a defined focal area, Tomas turned the client’s initial request for “just red roses” into something extraordinary. He expanded on their vision by incorporating multiple shades of red and subtle green accents, transforming a basic color scheme into a multi-layered masterpiece that reflected the essence of the couple's multicultural background.

The Art of Design: A Framework for Success

When the focus shifts from flowers to design principles, everything changes. The space becomes a canvas, and every floral element serves a purpose. Knowing how to apply elements such as balance, proportion, and color theory gives designers control and flexibility, enabling them to adapt to any situation, meet any client request, and create a cohesive visual experience.

For the Venice wedding, the original request was simple: a sea of red roses. But Tomas knew the true impact would come from layering different tints and shades, which meant using a variety of flowers beyond roses. The addition of green hues, inspired by the natural relationship between stems and flower heads, added depth without distracting from the red theme.

When you master these techniques, you gain the confidence to lead clients toward the best decisions, even when it means suggesting changes to their initial vision. This is how a designer moves beyond simply arranging flowers to becoming a trusted partner in creating emotional, memorable experiences.

Changing Mindsets: Flowers Aren’t the Centerpiece—People Are

At EMC, our curriculum begins with a powerful statement: Floral design is not about flowers. It’s about people and the emotions you create through your designs. Flowers are merely the medium we use to connect and communicate with others. Shifting your mindset from focusing on flowers to focusing on the people you serve is the key to long-term success.

When you understand that your creativity and your clients’ emotions are at the core of your business, everything changes. You’re no longer competing on price or availability. Instead, your value comes from the emotions you evoke and the experiences you create.

This mindset shift is crucial for finding your unique path, developing a signature style, and elevating your business to a level where your only competition is yourself. When you focus on refining your skills and delivering true value, clients recognize the difference, and the conversation shifts from “How much does it cost?” to “How can I get that level of expertise?”

Beyond Bouquets: Why Knowledge is the True Luxury

Mastering the Elements and Principles of Design is more than just a way to enhance your creations. It’s about building a solid foundation that allows for endless creativity and growth. Whether you’re creating a table arrangement or a large-scale wedding installation, understanding these principles gives you the tools to design with intention and impact.

The Venice wedding showcased this perfectly. From the traditional Baraat ceremony to the evening reception, every element was crafted with the couple’s desires and cultural background in mind. By merging European aesthetics with traditional Pakistani elements, Tomas created a setting that honoured both the couple’s roots and their shared love of Italy.

Event design by KM Events

Floral design concept by Tomas De Bruyne

Pictures by Alex Mateiu

Embracing Change: Grow Your Business by Changing Your Focus

In the end, flowers are just one part of a much larger story. The real focus should be on building trust and delivering an emotional experience that resonates with clients. And to do that, knowledge is your most powerful tool. When you master the fundamentals of design, you gain control over the creative process and the confidence to push boundaries.

At EMC, we teach designers to harness this power and change their mindset. Because when you do that, you don’t just change your work—you change your business and, ultimately, your life. So the next time you’re faced with a challenging client request, remember: it’s not about the flowers. It’s about the people. And it’s about the emotions you create. Ready to transform your floral business? Start mastering the Elements and Principles of Design and unlock your true potential through the EMC Fundamentals in European Floral Design Course.