n this behind-the-scenes blog post, we share how AFMENA, a London-based floral design studio, was commissioned by Mesh Marketing to create immersive florals and tablescaping for a unique Italian-themed supper club hosted by Birra Moretti. Held at the Waitrose Cookery School and featuring celebrity chef Gennaro Contaldo, the event brought Italian heritage to life through fragrant herbs, seasonal produce, and foliage-rich floral installations.
We answer the most common questions about the creative process behind the event—how we used branded herb tins, pumpkin and aubergine crates, and a foliage bridge to evoke a rustic, authentic Italian vibe. The blog also explains the role of sensory design in brand storytelling, the importance of tablescaping for PR and experiential marketing, and why florals should always align with the brand’s message.
This blog is a valuable read for PR agencies, brand teams, and event planners looking to understand how florals can go far beyond aesthetics to enhance storytelling and guest engagement at branded events.
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