Should Your Company Have A Branded Floral Arrangement?

When organising a special corporate event, two elements of a rather lengthy checklist are brand imagery and floral design, but is it possible to have both at once?

It is difficult to conceive of a special event without a flower arrangement to make it complete, and similarly an event with any public presence and no branding is a missed opportunity, but both can be used in tandem to create a truly memorable scene.

Given that both are generally a key part of any event designer’s repertoire, having a branded arrangement is a surprisingly rare occurrence, which means that when they are utilised they are highly effective.

This is particularly true for companies with floral motifs in their logo design or have primary colours that can be easily replicated with flowers. Companies with predominantly red branding will find particular joy with an arrangement of roses.

However, there is one case where a branded floral arrangement was not merely the best option but was the only option.

On 15th September 1991, the French car manufacturer Bugatti unveiled its EB110 supercar, named after the age and initials of the company’s founder, Ettore Bugatti.

To celebrate this milestone, Bugatti’s then-owner Romano Artioli wanted to make a grand impression, so to do this he arranged a procession of Bugatti cars led by the new EB110 model down the Champs Élysées, one of the most famous roads in the world.

On the road and at its final destination, there was a somewhat strict policy banning the use of advertisements in order to preserve the historic beauty of the street, so to get around this, Mr Artioli’s wife Renata Kettmeir organised a huge floral arrangement to travel with the procession that spelled out “Bugatti”.

This loophole worked to get considerable interest in the car, but it launched right as a stock market crashed devastated the luxury market, but the interest in the car endures to this day in no small part because of its grand launch and flowers.