The expert’s guide to phenomenal florals

Former fashion designer turned floral designer, Charlotte Wood owner of Wild Wood London a luxury floral design company based in Hampstead North-West London, guides you through her top picks for wedding flowers.

I tend to ask a bride to gather images of the flowers that they envisage for their big day as I want the flowers to represent the couple. From this starting point I like to build a visual mood board combining images of the venue, the dress, fabric from the dress, bridesmaid’s dresses and wedding ring as they are all key factors when designing wedding flowers.
 
I like to work with seasonal flowers and buy directly from trusted wholesalers at New Covent Garden Market. Brides can sometimes ask for flowers that aren't in season but I always advise against that because the flowers won't last and can be very temperamental. I always ask if there is a particular flower or flowers that have a special meaning to the couple or if the bride has a particular favourite. One of the last weddings I worked on, the groom requested a small amount of Jasmine in the bridal bouquet as it had special meaning to the bride and she was really taken aback by his thoughtfulness. It is the little touches that make the big difference. 
 
In the summer there is more variety in terms of wedding flowers: hydrangeas, peonies, sweet peas and lily of the valley but roses are available all year round. It is my favourite time of year for flowers. In terms of flower choices a bride has to make it depends of what style she would like to have at her wedding - be it elegant and classic, wild and romantic or over the top opulence. I love to gather all manor of briefs. Also the ceremony venue and reception venue need to be considered when choosing the flowers as you want to complement the venue rather than work against it. I always view every space as this helps when suggesting venue designs.  Most brides tend to have a bridal bouquet, bridesmaid’s bouquet, and buttonholes but I also think floral crowns for flower girls or bridesmaid’s is a beautiful trend. Colour is an important factor when choosing flowers and also for setting a mood. I like to echo the flowers in the bridal party designs with the rest of venue decor and centerpieces but not make it too matchy-matchy. 
For bridal bouquets I love to mix different aromas; one of my favourite designs featured sweet peas, lily of the valley and norma jean white roses – it smelled heavenly!
 

Top Trends for this year: 

Floral crowns 
Colourful wedding flowers in a wild whimsical style 
Succulents as wedding favours 
Unique buttonholes 
Flower walls  
 
I absolutely adore decorating venues especially staircases I created a winter staircase for a wedding last year using a range of season foliages. 

Statement urns are another personal favourite to make a grand entrance for guests at the reception venue or to have at the front of the ceremony- see attached.  Flower walls are another big trend and can certainly give the wow factor. For centerpieces, tall candleabra decorated with flowers can really make an impact in period properties and I've used a selection of varying height cut glass bottles on a mirrored discs for a different look to the traditional low centrepiece design. Mantelpieces are another area to looks great dressed. 

About Wild Wood London:

After years of designing fashion collections for the likes of Burberry and AllSaints, Charlotte chose to follow her heart and a new career in floristry. She went on to train at McQueen’s and worked with the industry’s top florists before launching Wild Wood London.
The team’s exquisite attention to detail and a love of the unique leads to endlessly chic floral creations – a beautiful blend of the classic and contemporary that has caught the eye of interior designers, stylish brides-to-be and fashion pop-ups looking to enhance that special moment.
Wild Wood London creates bespoke floral designs for every occasion; from wedding and christenings to seasonal press days and larger international shows. The online emporium features their seasonal bouquets, Wild Wood London scented candles and a plethora of vases and gifts.