Creating an Immersive Italian Tablescape for Birra Moretti’s Supper Club with Gennaro Contaldo
When Birra Moretti, Italy’s beloved beer brand, teamed up with celebrity chef Gennaro Contaldo and Mesh Marketing to host an Italian-themed supper club at Waitrose Cookery School, they asked us—AFMENA, London-based event florists—to design the flowers and tablescaping for a fully immersive, multi-sensory experience.
Below, we answer the most frequently asked questions about the project, our creative process, and what it takes to style branded events through floral design and tablescaping.
What Was the Vision Behind the Event?
The vision was simple but ambitious: create an authentic Italian dining experience that felt like being transported to Tuscany, with rustic charm, rich fragrance, seasonal food, and visual storytelling—all underpinned by the warmth of Italian hospitality.
This wasn’t just a supper club. It was an immersive brand activation, meant to engage every sense while highlighting Birra Moretti’s Italian roots. The presence of Gennaro Contaldo, renowned chef and restaurateur, elevated the atmosphere even further.
How Did AFMENA Bring the Italian Theme to Life Through Flowers and Decor?
To capture the Italian essence, we designed a tablescape that was abundant, rustic, fragrant, and textured—evoking countryside markets and trattoria-style long-table feasts.
Here’s how we executed it:
• What Was the Centerpiece Design?
We created a floral bridge installation, suspended above a long rustic trestle table, built mostly from Italian foliage rather than flowers. The lush greenery gave height, movement, and visual drama without overwhelming the space.
This bridge brought the outdoors in, mimicking grapevines or olive trees you might dine beneath in the Italian countryside.
• Were Herbs Used in the Tablescape?
Yes—and they were one of the most praised elements. We placed fresh herbs like basil, rosemary, and thyme into branded tins along the centre of the table. These doubled as:
Fragrant décor, aligning scent with the culinary theme
Brand storytelling, with subtle yet effective logo placement
Interactive elements, as guests could touch and smell them
Even Gennaro Contaldo complimented us personally, saying how much he loved this sensory detail.
• Were Ingredients Used in the Decor?
Absolutely. We sourced pumpkins and aubergines, which Gennaro used in his recipe, and displayed them in wooden crates throughout the venue. This blended form with function—making produce part of the story visually and gastronomically.
They added seasonal warmth, reinforced the food theme, and gave the space a “market-fresh” atmosphere.
Why Was AFMENA Chosen for This Project?
We were brought on board by Mesh Marketing, who knew we had a deep understanding of how floral design supports brand identity. At AFMENA, we specialise in florals and styling for:
Brand activations
Press events
Supper clubs and influencer dinners
Product launches
PR campaigns
Our ability to combine aesthetics with strategy—and think beyond just the flowers—made us the perfect fit for a project that demanded storytelling, sensory detail, and flawless execution.
What Makes Tablescaping Important for PR and Brand Events?
• What Is Tablescaping?
Tablescaping is the intentional arrangement of table settings, florals, props, and decor to enhance the dining experience. But for brand events, it becomes much more—it’s about telling a brand’s story through design.
• Why Does It Matter for Brands?
A well-executed tablescape can:
Boost brand visibility through photo-worthy moments
Encourage social sharing from guests and influencers
Reinforce brand identity and messaging
Deepen guest engagement through sensory design
At this event, the tablescape wasn’t just background decor—it was part of the narrative. Every element, from the herbs to the crates of ingredients, served a strategic storytelling purpose.
How Did the Tablescape Complement Gennaro Contaldo’s Culinary Vision?
• Was the Design Aligned with the Menu?
Yes—completely. Gennaro’s dishes focused on fresh, rustic, seasonal Italian ingredients, so we mirrored that in our styling choices.
We used:
Pumpkins and aubergines in the tablescape (which also featured in his recipes)
Herbs that guests could smell as the food was served
Natural textures, like wooden crates and rough linen, to keep everything feeling earthy and authentic
• Did Gennaro React to the Styling?
He did—and it was a career highlight for us. Gennaro Contaldo personally approached our team to praise the immersive quality of the setup, especially how the herbs added a real sensory dimension. It was the kind of feedback we treasure.
How Can Flowers and Herbs Be Used Strategically in Brand Events?
• Are Flowers Always the Focus?
Not necessarily. In fact, for this Italian supper club, foliage and herbs took the lead role. We often let the brand’s story dictate the floral choices. Sometimes it’s about bold blooms, but often, it’s about subtlety, scent, and shape.
• How Do Herbs Enhance Brand Events?
Fresh herbs:
Trigger emotional and culinary associations
Make the experience memorable and multi-sensory
Add fragrance to otherwise static visual settings
Reinforce themes like sustainability, nature, and freshness
In this case, the herbs were so effective they became a conversation point and a hallmark of the event.
How Can Florists Collaborate with PR Agencies and Creative Teams?
• What’s the Process Like?
When we work with PR or creative agencies, we begin with a briefing and discovery session. From there, we:
Develop concept boards and sketches
Source seasonal flowers, props, and accessories
Collaborate with chefs, stylists, and venue teams
Handle installation, styling, and breakdown
Our goal is to act as an extension of your creative team, understanding the campaign and enhancing it through floral storytelling.
• Can You Incorporate Branding Elements?
Absolutely. We’ve used everything from:
Branded tins (like Birra Moretti’s)
Logo tags on bouquets
Color-matching petals to product packaging
Props that tie into advertising campaigns
For brands, this cohesion is key to creating an experience that feels seamless and intentional.
What Are the Benefits of Hiring AFMENA for Brand and PR Events?
• What Sets AFMENA Apart?
We’re not just florists—we’re floral storytellers. Every arrangement we design is rooted in:
Brand alignment
Strategic creativity
Sensory immersion
Shareable aesthetics
We understand how florals can become part of a marketing campaign, not just a background detail.
• Do You Only Work with Large Brands?
No. We work with boutique agencies, startups, local chefs, and global names alike. Whether it's a private influencer dinner or a major national campaign, we scale our creativity to match the brief.
What Kind of Events Do You Specialise In?
AFMENA specialises in:
Branded supper clubs
Product launches
Influencer and press dinners
Retail activations
Seasonal campaigns
Restaurant installations
Experiential marketing events
Our style is elevated, organic, and intentional—always designed with the end experience (and the camera) in mind.
How Do I Book AFMENA for My Brand’s Event?
If you're a PR company, brand manager, event producer, or marketing agency, get in touch to discuss your next project. We’d love to design something immersive, on-brand, and unforgettable.
📍 Based in London, working across the UK and available for destination events.
📧 Contact us at hello@afmena.co.uk or via Instagram @afmenaflowers
Summary: What Did This Project Prove?
This collaboration between AFMENA, Birra Moretti, Gennaro Contaldo, Mesh Marketing, and Waitrose Cookery School showed the power of cohesive design. Through thoughtful floral styling, herbaceous touches, and seasonal ingredients, we proved that tablescaping is more than just decoration—it’s immersive storytelling.
And as Gennaro himself confirmed—it made a lasting impression.