Rainbow inspired flowers for an Iconic Toronto Event
Have you ever come off such a high that your faith in yourself, your decisions to go after your dreams and everything in-between is completely restored? That’s exactly what happened for me this past weekend, and I completely attribute it to the magic that is Toronto Pride. 🌈
I’m an events based florist operating in downtown Toronto, ‘n with the way my business is set up, there’s a lot of hurry up and wait. The planning process can be long; all of a sudden the event takes place…then poof, it’s over. It’s a lot for an optimistic, heart-on-her-sleeve kinda gal that I am. Don’t get me wrong, I love playing my part in these activations, but the time in between can be agony.
So, when I got the call from my Event Producer, Leanna of Narrative Events, I was so freaking jazzed for the inspiration of this event with Fitzrovia. Rainbows, fun, colour! Check, check, check. I was totally the girl for this gig.
But beyond the permission to use literally every colour of the rainbow, there were a few other reasons that made this brand activation extra special.
Eco-conscious designing…and undesigning.
Since the start of my floristry journey in 2022, I learned about the harmful effects the use of floral foam has on the environment, and made it my mission to never use foam in my designing. I was a newbie, so I may as well learn how to design with an eco-conscious approach.
With this design, I used buckets filled with chicken wire, zip tied to the Fitzrovia sign structures which I’ll be able to reuse for a future event. We were so lucky with the actual height of the structure that this floral installation could mostly be designed at eye-level, eliminating the extra time (and balance!) it takes to climb up a ladder.
At the end of the night, when the official Pride Festivities were winding down, ‘tear down’ commenced. Typically this is super depressing, because you literally undo all the work you’ve done and pass it off to sleepy guests or event staff to enjoy at home.
However, this time around was super special. Because the event site was on Church St, weary party goers were headed home and had the opportunity to pick up a few flowers as they passed. It was so heartwarming to watch people become pleasantly surprised by the magic of flowers and get an extra takeaway after a full day celebrating Pride.
Giving flowers a second life after an event? Always a win.
Ultra-local set up on Church St.
If you’ve ever tuned into my instagram stories, you’ll know I occasionally share the glorious sunsets I experience from my balcony in the heart of Toronto’s Gay Village. #Lucky
Now, my floral studio is, um, not close to home, nor the event site. After a quick realization that Toronto Pride brings in over 2 million people, driving a car was something that needed to be eliminated. Plus, living so close to the event site and driving a car to transport the goods that could be done in a 10 minute walk felt downright silly.
Enter in my trusty red wagons and willing partner to convert home into a mini floral studio. (Fun fact, for my first year as a florist, I did all of my floral prep at home. Yup, even that one job for Netflix that called for 250 bouquets!)
Sure, it was a little inconvenient to take over the kitchen with flowers, and load everything in the condo elevator, but it was totally worth it to eliminate the traffic.
Lowering my carbon footprint and getting in some extra steps was a double win in my books.
Supporting a cause I believe in, and enjoying it.
As a vendor in the events industry, unless you’re an invited guest, it’s a complete rarity that you actually get to enjoy the event itself.
Living super close to all of the Pride action was such an added bonus. With my trusty freelance helper, Stacey, we were able to set up in the morning then walk back to my place to rest our feet. Once we were cooled off, it was a 5 minute walk to find food and partake in the festivities, and the Fitzrovia activation ourselves. Seeing the installations as the backdrop to drag performances, balloon artists, and a live painter amongst happy partakers was such a treat!
Now, although I won’t say no to designing florals for a wedding or birthday celebration, being part of Pride is extra special. This is not only a neighbourhood I’ve lived in for over a decade, but a cause and community I care deeply about. Be able to integrate my work with Pride Toronto was so rewarding.
An Activation the Community Loved
The final cherry on top was getting to chat to passerbys as we were setting up. Some people wanted to know if the flowers were real (they sure were!), to ask what was happening at this location, and some to simply say “this looks so great!"
There can be a lot of low moments in this industry: last minute changes; flowers that looked good one day, and the next they’re wilting; and a lot of physical labour. But to hear so many rave reviews in real time really made this such a great experience all in all.
I can’t wait for the next! And of course, if you’re looking to bring colourful flowers to your corporate brand, click here to start the process. 🌈
