Fashion Show and Runway Florals

One gesture, not a garden

The clothes are the show, so we propose a single idea and commit to it. That can be a low, continuous bed of a single bloom along the runway edge, a monochrome wall behind the finale that reads on every camera, or a canopy suspended above the seating so the florals sit in the frame of every arrival photo without touching the floor. Palette comes from the collection: we work from the brand's color standards, fabric swatches, or look-book pages, and we sample stems before the build so the flowers match under show lighting rather than daylight.

Restraint also protects sightlines. Nothing we install blocks a front-row view, a photographer's pit, or the camera line down the runway, and we confirm those positions on the floor plan before fabrication.

Front row, backstage, and arrivals

Beyond the set, a show has three floral moments. The arrival: an entrance or step-and-repeat alternative where guests are photographed before they sit. The front row: low pieces at the ends of benches or a single stem per seat, scaled so they never enter a runway photograph. Backstage: dressing tables, a hair and makeup station, and a dressing-room arrangement for the talent, which is also where the designer's own flowers go.

Working inside the show schedule

Runway builds run on the producer's run-of-show, usually an overnight load-in, a morning of lighting and rehearsal, the show itself, and a venue turnover the same night. We work to that sheet: install while lighting is still being focused, hold a crew on standby through rehearsal for adjustments, and strike as soon as the last guest leaves. Because we own our structures, there is no third-party rental to schedule around, and a set can be fabricated in our San Diego studio and assembled on site in a few hours.

We coordinate directly with the set designer, the lighting director, and the venue's production contact, and we confirm rigging points, load-in access, and any venue requirements with them rather than assume.

Trunk shows and in-store presentations

Not every presentation is a runway. For a trunk show or a seasonal preview inside a boutique on Rodeo Drive, Melrose Place, or at South Coast Plaza, we scale the same thinking to the store: a window or entrance piece announcing the event, florals on the presentation tables and in the fitting rooms, and a gifting stem for each client at departure, installed before opening and removed after close.

Discretion and how to start

Collections are embargoed until the show, so we work under NDA when asked, keep the build closed to our own social channels until the brand clears it, and brief only the crew who need to be on site. Share the show date, venue, run-of-show, and the collection's palette or references, and we will outline a design direction and budget range for a complimentary consultation. Alona reviews every inquiry personally and responds within one business day.