Christmas Florist in the heart of Soho
Christmas in London is when restaurants, hotels, shops and private members’ clubs really come into their own. For a few weeks of the year, interiors are transformed for the season, with everything from shop windows and entranceways to dining rooms and private event spaces taking on a more theatrical feel.
For Dean Street Townhouse in the heart of Soho, the brief was to create a Christmas scheme that felt completely at home within the building — festive and generous, but still in keeping with the character of the restaurant.
Working alongside the venue’s stylist, we developed a scheme that ran throughout the space, from the architectural details above to the tables below. The result was a layered Christmas installation using fresh and faux pine, eucalyptus, baubles, wreaths and hand-made garlands.
Creating a Luxury florist Christmas Experience for Dean Street Townhouse
Dean Street Townhouse is the original Soho House restaurant, and its interiors have a strong identity of their own. Rather than creating a Christmas installation that competed with the space, the aim was to work with it.
The design was built around traditional festive materials, but used across the architecture in a way that felt more considered and contemporary. Garlands were created for the building’s architectural details, wreaths were positioned throughout the restaurant, and ceiling installations added another layer of decoration overhead.
Fresh foliage was combined with faux pine and eucalyptus, allowing us to create the fullness and scale required across such a large space while keeping the overall look natural and cohesive.
The Christmas scheme was designed to be seen from every angle — whether arriving through the front door, sitting down for dinner or looking across the restaurant from one of the upper spaces.
1,634 Christmas baubles. 280 metres of garlands.
The finished installation was substantial.
Over the course of three weeks, our studio team prepared hundreds of individual elements before everything was transported to Soho for installation.
The numbers give a sense of the scale:
- 1,634 baubles
- 280 metres of garlands
- 5 large wreaths
- 9 florists across two overnight installations
- 3 weeks of studio preparation
Each garland was worked by hand before installation, with foliage and decorative elements carefully positioned to create a consistent look throughout the restaurant.
Garlands, wreaths and ceiling installations all installed by a team of dedicated florists
The garlands formed the backbone of the scheme, running through the architectural details of the building and connecting the different areas of the restaurant.
Large wreaths were used as individual focal points, while smaller details and baubles helped carry the Christmas styling through the space.
Overhead installations added height and drama without taking away from the dining experience below. The intention was for the Christmas decoration to feel abundant, but never cluttered
Large-scale Christmas installations are often won or lost before the first bauble reaches the venue.
For Dean Street Townhouse, much of the work happened in the studio over the three weeks leading up to installation. Garlands were prepared, wreaths constructed and hundreds of decorative elements sorted and ready to be installed.
This preparation is an important part of our approach to larger event work. By doing as much as possible in advance, installation on site can be carried out efficiently and with minimal disruption to the venue.
For a busy London restaurant, this is particularly important. The finished installation needs to look effortless, while behind the scenes there is a considerable amount of planning, preparation and logistics involved.
Installing Christmas overnight while Soho slept
The installation itself took place over two overnight sessions while the restaurant was closed.
A team of nine florists worked through the night, installing the garlands, wreaths and decorative elements across the building. Working overnight allowed us to transform the space without interfering with the restaurant’s daytime and evening service.
There was also a third refresh night, giving us the opportunity to check the installation, make adjustments and ensure everything was looking its best for the weeks ahead.
And, because no Soho Christmas would be complete without it, the final detail was a generous bunch of mistletoe above the front door — ready for everyone arriving at Dean Street Townhouse over the festive season.
Christmas florals designed for London venues
Dean Street Townhouse is a good example of the type of festive work we love to take on: projects where floristry becomes part of the wider identity of a space.
Our Christmas work ranges from smaller tablescapes and private parties to large-scale installations for restaurants, hotels, shops, brands and corporate events across London.
This might mean transforming a restaurant for the festive season, creating a statement entrance for a hotel, styling a corporate Christmas party or developing a complete installation for a brand activation.
Every project is approached individually, with the scale, architecture and character of the venue informing the design.
Planning Christmas installations in London
Christmas projects often require considerably more planning than the finished installation suggests. Large quantities of foliage and decorative materials need to be sourced, designs prepared in advance and installation schedules carefully coordinated around busy venue diaries.
For larger projects, we work with clients and venue teams well ahead of the festive season to develop the concept, agree the scope and plan the practical details.
If you’re looking for Christmas florals or festive styling for a London restaurant, hotel, corporate event, private party or brand activation, we’d love to hear about your plans.
Christmas books up early. The most ambitious projects, earlier still.
Our Christmas diary fills quickly, particularly for larger installations that require several weeks of preparation and multiple installation days.
For festive projects in London, we recommend getting in touch as early as possible to discuss your ideas, dates and requirements.
Jennifer@intothewildflorist.co.uk
or use our contact form here
