Shakespeare’s A Midsummer Night’s Dream: Private-Residence Floral Theatre

Location: Northern Italy | Client: Scultura Fiori Floral Atelier

Over the past decade, historic European residences and monuments have increasingly opened their doors for theatrical and aesthetic performances. In 2015, we partnered with master florist Gassilia to create a floral ballet inspired by Shakespeare’s A Midsummer Night’s Dream. Through imaginative design, we crafted a uniquely memorable audience experience and helped the client break free from conventional notions of floral artistry.

Mapping Emotion:
From Flowers to Feelings

｜Research｜

A deep dive into Scultura Fiori’s 50-year legacy—over 400 noble and VIP weddings—uncovered a critical gap: clients perceived the atelier only as a flower supplier. Journey mapping—from word-of-mouth referrals and bookings to on-site visits—revealed minimal ongoing engagement, limiting emotional connection with VIP patrons.

Floral Stagecraft: From Décor to Drama

｜Strategy｜

We recast floral design as social theatre: akin to bees drawn to blossoms, people converge around shared emotional narratives expressed through flowers. This shift elevated Scultura Fiori from décor vendor to curator of immersive art experiences, blending heritage and contemporary culture.

Scultura Fiori

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Scultura Fiori ⁎

Petals & Pathways: A Manor’s Floral Odyssey

｜Design｜

For the design, we transformed a 17th-century manor’s frescoed halls and ornate salons into an evocative stage where solo performer Rezia embodied multiple fairy-queen personas—each crowned with bespoke florals—and led guests through concealed corridors and secret gardens, turning every step into an organic scene change. Custom floral mementos and intimate post-show conversations then deepened connections, converting a single attendance into lasting VIP brand affiliation.

Blooming Success: Enchantment That Grows Tomorrow

｜Outcomes｜

The event achieved over 95% guest satisfaction, delivered the atelier’s fastest-ever artistic commission, and drove a 64% increase in corporate orders within six months thanks to enthusiastic VVIP (CEO) attendance.

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