0

Event Design & Styling Module 10

1

10. Module 10: Design concepts

Table of Contents

10. Module 10: Design concepts ............................................................................................................ 1

10.1 Styling with winning design concepts ...................................................................................................... 2

10.2 Customizing the furniture ........................................................................................................................ 3

10.3 Evoking emotion with flowers ................................................................................................................. 9

10.4 Creating captivating table pieces ........................................................................................................... 16

10.5 Accent décor .......................................................................................................................................... 21

2

10.1 Styling with winning design concepts

When it comes to styling your event, nothing will be as important as the physical space you have to work

with. From the smallest church hall, to the largest ballroom to a beautiful country garden to the dining hall

of a castle – you are working to create a fabulous experience for your guest whatever the function. The way

in which you dress that space is vital to this overall effect and in this module we will be learning about some

of the key components for the event planner to consider.

What you’ll learn in this module:

Customizing the furniture

Evoking emotion with flowers

Creating captivating table pieces

Accent decor

3

10.2 Customizing the furniture

When it comes to staging an event a great deal of planning will need to go into the kind of furniture and the

quantities and sizes needed. There are two options which are generally open to the designer with regards to

furniture; using the furniture which is supplied by the venue or providing your own. With either of these

options there are numerous ways in which the event planner can customize the furniture to give the event

its very own look and personality.

Using the venue’s furniture

When you plan an event at a dedicated venue you will normally find that that banqueting tables, chairs,

serving tables, occasional tables, display plinths and so forth are all available to you and in sufficient quantity

to be able to accommodate a large number of guests. Usually this furniture will provide you with a blank

canvas which you can customize to your own design scheme. However you will normally be limited to making

changes which are temporary and which will not permanently damage or change the item so that it can be

reused at future events. In this case the options available are to either cover the item with some kind of

fabric or other removable covering or to place things on or hang things from the item to give it a bespoke

look.

A good starting point here is to choose the colors and fabrics you want to work with. Then appropriate chair

covers and table coverings can be prepared. Chair covers are available in endless colors and materials and

can be finished with many types of bow or wrap to complete the look. Chair covers have the advantage of

being easy to fit and remove, they add in a big dash of color, they protect the chair during use and they can

be easily cleaned. Cushions and seat pads are other ways to bring in your theme and can be used with or

without chair covers. For example, how about using a bistro or wrought iron garden chair in a bright colour

and accessorizing it with a funky seat pad in a dazzling contemporary fabric.

Tables can have the same treatment – interesting fabrics coupled with lovely runners, napkins, plate ware

and decorative centerpieces – will transform any table from standard to statement.

4

Using your own furniture

This is when the designer really has free reign to create a totally original furniture scheme away from any

constraints of using furniture supplied by the venue. Providing your own furniture can mean sourcing it from

a subcontracted event furniture hire company or by buying your own items and then customising them

yourself.

Hiring furniture

Sourcing furniture from a hire company will gain the event designer an expert ally and will open up a world

of imaginative opportunities. There are literally thousands of suppliers out there to choose from, here are

three fabulous companies to get you started who supply across the USA:

Kool Party Rentals offer a nationwide service based out of their Nevada HQ. They pitch themselves as:

‘Not being tied to the uniformity of traditional party rentals, kool. offers the most unique event rentals in

the industry. We work with our clients to make their events “kool.er”, and have even created new products

because of a client’s vision. With over 200 products to offer ranging from lounge furniture to specialty

flooring to glow bars and even centerpieces and lighted dining tables, kool. can outfit any event space for

any party theme. Whether we’re installing in a hotel ballroom, someone’s home, or over a pool, kool. can

adapt to any environment. We don’t just rent event furniture + illuminated décor + walls + floors; we consult

on the design and layout with our clients to mitigate any unforeseen challenges. Our custom product covers

and carts make it easy for us to navigate any event space. Our products arrive “show ready” for more efficient

sets, and we bring backup product “just in case”. Ultimately, we see ourselves as a partner, not just a vendor,

to our clients. “Party Rentals” is part of our name, but kool. is much more to its clients!’

5

Formdecor.com

From their Californian warehouse of over 21,000 square feet, Formdecor can ship their exciting and usual

furniture throughout the USA. They specialise in supplying weddings, exhibitions, parties, trade shows,

corporate events and television and film. Their stock is really interesting and imaginative and they can also

offer a 3D design service too.

Cort.com

Cort are a leading national supplier of short term furniture hire. One of their branches deals with supply to

the events sector which they pitch as follows: ‘CORT Events - Event furniture solutions for short term needs

Throwing a wedding or gala? Planning a corporate meeting? Need furniture and lighting for a multi-day event

or conference? CORT Events is the nation's leading provider of furnishings for the special events industry.

With distribution centers nationwide, our extensive product collection and unparalleled 24/7/365 service

helps planners ensure a successful meeting or event anywhere.’

Three fabulous UK based companies are Penny Banks, Thorns and for something a little unusual, there’s UNC

Pro.

At Penny Banks - www.pennybanks.co.uk – their mantra is ‘why be ordinary when you can be

extraordinary?’. This should entirely be the mindset of the event planner. Your client has hired you to deliver

an amazing, imaginative, memorable and thoroughly professional service and when it comes to choosing the

furniture you can really let your creativity flow. From bench seating sprayed in on trend neon colours to retro

armchairs with kitsch cushions; minimalistic bistro chairs to comfy stools; unusually shaped coffee tables to

extra long refectory tables there are so many options to choose from. Think about the number of guests you

need to accommodate, whether they need to be seated or not or if it is a freeflow event, how much physical

6

space you have to play with, the fire exits and venue capacity limitations – all of these factors will influence

your furniture choices.

Thorns - www.thorns.co.uk - are leading UK exhibition and events planners and have been bringing fabulous

events to life since the 1950’s. Their philosophy is about really listening to their customers and then delivery

the very best in customer service. The furniture range they have is second to none and you will see that they

cater for all sizes of events from the most intimate to those on a truly large scale.

UNC Pro - www.unc-pro.us –are the market leaders in inflatable furniture. They provide two seater sofas,

coffee tables, rocking and deckchairs amongst other products. These are really unusual and will certainly set

your event apart from the rest. Inflatable furniture is completely customisable so all manner of sales

messages and branding can be added. Inflatable furniture is quirky and has great practical advantages as it

is light and easy to transport and store and can be assembled in moments.

Thorns, Penny Banks and UNC Pro are just a few examples of wonderful event suppliers in the UK. It is very

worthwhile to thoroughly research the whole market to get a feel for the kinds of supplies on offer across

the sector. You can then build up your own portfolio and have an answer up your sleeve for any client request

which may come your way. Remember as well as considering the design appeal of the furniture from any

supplier, it is also important to factor in their pricing supply terms, delivery, availability guarantees, flexibility,

lead terms and insurance. You need to have 100% confidence in your furniture supply partner. Being let

down at an event is just not an option.

Customizing your own furniture

For certain very bespoke events or where the setting demands it, you may need to look beyond what is

available from suppliers and create your very own furniture either for one particular event or to create a

unique range you can offer to your clients. Creating your very own range does of course have its challenges.

7

You will need to have enough working capital for the initial outlay, have the space and equipment to work

on the customisation, have the time and/or staff to do the work, have the facility to transport the furniture

to the event, have the relevant insurances and then have a facility to store the items afterwards. Providing

these obstacles can be overcome, creating your own range can be hugely rewarding and will ensure that no

other event planner can offer exactly what you can

The creative possibilities open to you when creating your own furniture really are limitless. Providing the

piece is strong and functional you can let your imagination run wild. Here are a few pointers to consider:

Repaint - any tired looking chairs or tables to tie in with the colour scheme of the event. Any

imperfections in the surfaces can be filled prior to painting. This is a fabulous way to upcycle old

pieces and can produce charming results.

Use stencils or stickers - rather than a block of colour to give wooden furniture a real twist.

Make sure the wood is properly sanded down and any varnish or lacquer removed prior to

stencilling and remember to attach the stencil firmly and spray evenly to get a consistent result.

Think outside the box – How could you repurpose a piece for your event? Turn that shelving

unit on its side to make an interesting area to display wedding gifts or how about changing the

length of chair legs or turning a high stool into a cute coffee table. Don’t take a piece at face

value, think how you can give it a new life.

Accessorise – Handles, knobs, covers, trim can all be changed and mixed up to bring your

furniture to life.

8

Reupholster – Found the perfect chair but the stuffing is falling out? It’s easier than you think to replace

sagging seat cushions and broken springs. Coupled with a new slip cover or gorgeous new fabric, you can

create beautifully recycled chairs.

Decoupage and lace – Two other great ways to easily introduce an interesting edge to your furniture

with minimum fuss.

9

10.3 Evoking emotion with flowers

Incorporating beautiful and professional floristry is key to completing any event with style. Of all the

elements open to the designer, flowers offer perhaps the most flexibility and are a wonderful resource for

all types of event. Research from Rutgers University in New Jersey has shown that having flowers in a setting

promotes and enhances upbeat mood, improves social interaction and gives people a sense of happiness

and contentment. The researchers further found significant increases in enjoyment and life satisfaction and

found that flowers lead to increased contact with friends and family and help people to bond together. Pretty

impressive results for a humble flower and what potential for the event planner!

Flowers are most commonly displayed in areas which are open to visitors. In a home setting they are often

to be found in halls, kitchens and living rooms and in hotels and other venues they are often used to create

beautiful welcoming displays in entrances and at other focal points. This clearly shows that we associate

flowers with sharing and enjoying harmonious times with other people. Flowers also offer an all important

link with the natural world and are known to improve emotional wellbeing.

Flowers come in so many colours, shapes, sizes and have many different fragrances. It can seem a bit of an

overwhelming task to pick which ones to match to any particular event. While ultimately it will be up to the

event planner to select the flowers, there is some ‘science’ in the background which can help the event

planner choose the correct blooms to enhance the right emotions for an event.

10

The Society of American florist have in fact extensively researched the meanings behind flowers and the

emotions they convey, both from an historical point of view and from surveying modern users. Their findings

give the event planner food for thought. Here is a list of common flowers with their associated emotion:

Alstroemeria aspiring

Amaryllis dramatic

Anemone fragile

Apple Blossom promise

Aster contentment

Azalea abundance

Baby's Breath festivity

Bachelor Button anticipation

Begonia deep thoughts

Black-Eyed Susan encouragement

Camellia graciousness

Carnation:

pink gratitude

red flashy

striped refusal

white remembrance

yellow cheerful

Chrysanthemum:

bronze excitement

white truth

11

red sharing

yellow secret admirer

Cosmos peaceful

Crocus foresight

Daffodil chivalry

Delphinium boldness

Daisy innocence

Freesia spirited

Forget-Me-Not remember me forever

Gardenia joy

Geranium comfort

Ginger proud

Gladiolus strength of character

Heather solitude

Hibiscus delicate beauty

Holly domestic happiness

Hyacinth sincerity

Hydrangea perseverance

Iris inspiration

Ivy fidelity

Jasmine grace and elegance

Larkspur beautiful spirit

Lavender distrust

Lilac first love

Lily elegance

Calla regal

Casablanca celebration

Day enthusiasm

Stargazer ambition

Lisianthus calming

Magnolia dignity

Marigold desire for riches

Nasturtium patriotism

12

Orange Blossom fertility

Orchid delicate beauty

Pansy loving thoughts

Passion flower passion

Peony healing

Poppy consolation

Queen Anne's Lace delicate femininity

Ranunculus radiant

Rhododendron beware

Rose:

pink admiration/appreciation

red passionate love

red & white unity

white purity

yellow friendship

Snapdragon presumptuous

Star of Bethlehem hope

Stephanotis good luck

Static success

Sunflower adoration

Sweet pea shyness

Tuberose pleasure

Tulip:

pink caring

purple royalty

red declaration of love

white forgiveness

yellow hopelessly in love

Violet faithfulness

Wisteria steadfast

Yarrow good health

Zinnia thoughts of friends

13

Another approach to selecting appropriate flowers is to select blooms according to the month they are

associated with. This could for example tie in with the date of the event, or you could consider the birthday

month of the guest of honour for an extra layer of personalisation. The flowers associated with each month

are as follows:

January carnation

February iris, violet

March daffodil

April daisy, peonies

May lily, lily of the valley

June rose

July delphinium

August dahlia, gladiolus

September aster, forget me not

October marigold

November crysanthemum

December holly, poinsettia, narcissus

The beauty of using flowers when creating your event theme is that you can use them to contrast or

complement the colour scheme. Light pink roses for example will evoke a soft and romantic feel, whereas a

display of flamboyant lilies would provide a dramatic backdrop at a launch event for an edgy new glossy

magazine. A winter wedding event could mix the seasonal colours of rich green holly and the vibrant red of

the poinsettia.

14

Whichever flowers you settle upon, there are some worthwhile tips to bear in mind to ensure that your

flower displays work beautifully and really match the vision you set out with:

Budget – Will of course always be key but don’t necessarily rule out more expensive blooms.

Peonies and certain orchids can be costly but they can cover a large area and have amazing

impact.

Use a professional – The art of displaying flowers to perfection takes years to learn. Engaging a

professional florist is well worth the investment as they will be able to interpret the design brief

and make the most appropriate flower choices as well as creating displays which really pack a

punch.

Choose your colours – Tempting as it may be to choose a flower colour which for example

matches the bridesmaids dresses, this can often provide lacklustre results. Be brave and mix up

your colours – experiment and be bold.

Harmonise – Consider the other elements in your event setting before settling upon your flower

choices. No point getting a room with a stunning ocean view and then placing a large vase of tall

flowers in front of it.

15

Order early – If you want a particular shade of flower or one which is only available from

specialist retailers which can be located overseas, make sure that you leave enough lead time to

ensure they arrive in good time. For a really specialist look you can order flowers to be grown

from seed to match a very specific shade.

Scent – Be mindful of the strength of the scent of your flowers. Overpowering ones may not be

suitable for table displays and you won’t be thanked by any allergy sufferers.

Maintenance – Especially when your event is taking place outdoors on a sunny day you will need

to make sure that your flower displays are maintained and hydrated throughout the length of

an event. Ensure that someone from the events team is tasked with this important job. Wilting

flowers are not the best look.

Reuse – Flowers can be costly so think laterally about your flower displays. Flowers which line

the aisle at a wedding can later be reused as table decorations at an evening function.

16

10.4 Creating captivating table pieces

How you design and set your table at any event will be really important. Often your guests will be sitting for

a reasonable length of time at a table for example for a meal or to listen to a presentation or an awards

ceremony so they will have plenty of opportunity to examine and appreciate the table layout in detail.

Whereas your wall and ceiling design will need to have a general impact from afar, the table setting will need

to be bold and eye catching enough to look appealing when all the tables are viewed together across the

space but it will also need to be planned at a detailed level too as guests will be looking at the table close up.

To set a table you will of course need to consider the overall design scheme of your event. Tables will then

need to be covered with a suitable cloth and any runners or place settings chosen. Crockery, glassware and

cutlery also then need to be selected when food is being served. On top of this, additional items such as

menus, programmes, name cards and so forth need to be added. Space will often be needed for drinks and

bread baskets for example or writing materials if you are planning a business event. So there is a lot going

on at a table and space is at a premium.

However it is the decorative elements on the table which will really help to tie in with the overall design

scheme. It is with the decorations that you can stamp on your creativity and really be imaginative. Table

decorations take many forms and can be mixed and matched according to the type of event you are

preparing:

Centerpieces

These are the most important items in a table display, the real showstopper. They help to set the theme of

the overall space and provide a central focal point on a table. Any celebratory table looks bare without a

centerpiece and they are found at pretty much all types of events and can be styled in so many ways to

reflect the mood of the event.

17

The key to getting the centerpiece just right is to make sure that it is appropriate and in keeping with the

rest of the event, eye catching and yet not too large and dominant that guests cannot see beyond it or that

it interferes with the practical needs of the table such as food service.

Centerpieces are very often made up of flowers in particular at weddings, baby showers, engagement

parties, anniversaries and other family celebrations. The choice of flowers for a wedding centerpiece will

normally pick up on the other flowers such as the bridal bouquet, buttonholes, and church decorations and

so forth so that a cohesive design is maintained.

The vessel in which the flowers are displayed gives the designer a lot of latitude. Classic glass vases are

popular and can be found in all kinds of shapes from tall, narrow elegant designs perhaps holding just one

or two dramatic blooms or a larger width vase which will hold a bigger display. However do think beyond

the classic glass vase. How about a shabby chic small wooden crate filled with an effortless array of wild

flowers for a country themed wedding. Attractive tins can be cleaned and painted, filled with moss and then

completed with a floral display. Painting your own tins gives you a real range to make exact colour matches

with your overall design scheme. Or how about a brown paper cone or other paper container. Another option

is to choose china vessels – these can be made of crisp white china or how about searching in vintage shops

and fairs for pretty antique floral containers. Kilner jars and terracotta flower pots are other interesting

choices.

The choice of centerpiece container is a great opportunity to reflect a personal taste of the host – how about

an vintage mixing bowl for the enthusiastic chef, a customized ball for the sports enthusiast, or an antique

bird cage for an ornithologist. When you are looking at your event brief, brainstorm any clues you are given

by the host as to their hobbies, interests and other passions and you will often find that you will come up

with a unique and imaginative solution to really personalize the centerpiece.

18

However while floral centerpieces remain eternally popular there are plenty of other options to choose from.

A dramatic display of candles can look amazing. These work particularly well at outdoor evening events and

have the added bonus of bringing in more light. Candles encourage a romantic and intimate mood and can

really soften a design. Carefully choosing candles of different widths and heights will add interest to the table

and look really stunning. Unscented candles are probably the safest choice in particular where food is being

served. Remember to calculate the burn time of the candles to ensure that they will last the course of the

event and pay particular attention to the safety element. An inflammable base and a careful distance from

any menus or other flammable table decoration will of course be vital.

Other suggestions for centerpieces which work are - displays of fruit or pretty glass jars filled with colorful

sweets or marshmallows. If your event is taking place at a clearly defined time of year such as at Christmas,

how about a dramatic display of holly with its vibrant berries or at Eastertime beautifully hand painted eggs

displayed in a chunky glass container. A summer seaside wedding? How about a display of beautiful shells

on a lovely old piece of driftwood.

Party favours and gifts

Whether your event is a personal family event, a product launch, a sales presentation or an awards ceremony

the host will usually want to provide their guests with a memento of the occasion. This can be a lovely thing

to take away as a keepsake, something to be eaten and enjoyed in the moment or a branded, sometimes

practical item, which will for example keep the sponsor’s brand in the guest’s mind for that little bit longer.

Party gifts can also be used to impress your guests and can go a long way towards sealing a business deal or

getting your brand talked about long after the event.

19

High profile events such as award ceremonies have gift bags which are often very high in value and there

can even be sponsors who pay to have their product included. At the most extreme end for example, the gift

bag given out at the 2015 Oscar ceremony was valued at $160,000! Whatever your budget, it is really

important to think about your gift to your guests, after all everyone likes to be given a present, and you can

come up with all manner of ideas to match the occasion perfectly.

Food items tend to be kinder on the budget and the classic sugared almonds for a Christening or Wedding

remain popular. How about something different though? Popcorn, marshmallows, jelly beans and other

sweets are fun and engaging. Making your own mini jars of homemade jam, pickle or chutney are really

endearing and will prove popular. To be careful, make sure that you list the ingredients and use by dates of

any edible party gifts on your packaging.

Cosmetics are also a great way to go – bathbombs, lipsalves, handcreams, facepacks – particularly for a

female audience. If you are catering for children at an event, a bespoke gift including a sweet treat and

something to interest and entertain them whilst they are at the table is a great investment.

For corporate events a business style gift is a good choice. It is important to make sure that they are of good

quality though; a shabby gift with the company’s logo on it which breaks after the first use will be

counterproductive in terms of branding. Great gifts for this kind of audience are business card holders,

penknives, mini torches, USB drives, wallets, luggage labels, maps or quality notebooks.

At a large event leaving a party favour next to the place setting is a practical and popular way of getting your

gift to your guest. With the advances in printing technology it is easy with a little planning, to create bespoke

gift bags, stickers or labels for your gifts perhaps thanking your guests for coming or providing a reminder of

the benefits of a product which is being launched.

20

The way in which you present your gift will also be really important. How about an organza bag, a prettily

wrapped box with a lovely ribbon, a little jam jar with a rustic luggage label, a printed tin, a cellophane

wrapper closed with a funky sticker – the choices are endless

Place cards, menus and programmers

To keep a large event running smoothly, it is important to communicate to your guests where they will be

sitting, what the running order is and what and when they will be eating. These messages can all be conveyed

via printed materials on the table. Again think about tying in your colour scheme and theme into all of these

materials. Be imaginative in how you present these items, a fun bulldog clip, a rustic luggage label, a range

of flags, a postcard can all work well and provide your guests with another highly personalised detail.

21

10.5 Accent décor

Accent décor refers to those all important finishing touches, the little details which make all the difference,

the icing on cake (sometimes literally!). When you plan the style of your event you will need to consider the

very many components which make up the whole. You’ll need to decide upon the colour scheme, the wall

and ceiling décor, the tables, chairs and any other furniture and how they are dressed and displayed. Much

attention will need to be paid to the food and drink which is being served, the music, lighting and any

entertainment or dancing. How the event staff look and the role they play will also be key?

Planning an event is a multi-faceted task and to pull off something which is really extraordinary, it all will

need to seem effortless and to run like clockwork so that the guest is totally convinced by the scene you are

setting for them so that they leave content and thoroughly impressed.

However even with the best planning in the world it can be that the different elements of an event can feel

just like that. Different and separate from one another. It is really key for there to be synergy and a sense of

the whole running throughout the event. There’s no point in laying on a 1950’s retro dance event complete

with jukeboxes, quiffs and Elvis if the catering staff serve up 1980’s minimalist food where an upscale burger

would be more in keeping.

To help with this sense of cohesion, hints or accents of the whole need to be reflected throughout. These

act like little clues guiding the guest towards digesting the picture as a whole. Think of accents almost as

subtle branding for the event.

Accents can be sprinkled throughout the event and can take many forms. An accent can be a motif such as

an animal print, a butterfly or a printed flower; it can be a shade of a colour picked out from the bridal

22

bouquet; it can be a smell, a sound, anything which ties the event together into a perfect whole. The best

events are where the accents are found liberally sprinkled throughout, they enhance and reinforce the

theme. Incorporating these accents is pretty straightforward but they do need to be thought out it advance

as they can be easily overlooked. Here are some suggestions of where you can bring in accents to your event:

table displays

printed onto menus

stamped onto the band’s drum

fashioned into name place holders

printed on the ribbon used to wrap the party favours

tucked into the ribbon on the back of a chair wrap

printed on the order of service

iced onto the cake

displayed on the present table

made into edible wafers for the desert

printed on the coffee mint wrappers

put onto the staff name badges\