Founded by Chinese fashion entrepreneur Wei Yue, Front Row was established in late 2017, to create elegant, fashion-inspired bouquets and floral installations using the best quality flowers and cutting-edge designs, for bespoke arrangements, for every occasion. The talented team, whose combined experience in floristry equates to 25 years, seeks to match natural bouquets to client’s needs and wishes, whether it’s brightening up a living space or enhancing an occasion.
Front Row sources their fresh flowers every day from their suppliers in London and the Netherlands, based on their longevity and aromas. From their boutique in Notting Hill, Front Row caters to all, from regular locals requiring weekly flowers, to special occasion bouquets which can be arranged whilst customers wait in the shop, to more elaborate creations intended for fashion shows, weddings, events and commercial displays. Most recent clients have included Browns Fashion, Elle Italia, ME Hotel, The Restory and Missoma.
As a fashion trend setter, Wei believes that everything around him should inspire his aesthetic towards styling, and the Front Row bouquets look to fashion campaigns and runway looks for inspiration. Either in the prints, colour palette, silhouette, makeup, or other factors such as scene design. The team strive to bring something modern, current, fun and inspiring to floristry.
Wei’s experience and expertise in the fashion world is evident in the Front Row creations, especially as the trend for floral designs adorns the catwalks in 2017/2018. Commenting on this, Wei says “we have noticed a lot of floral influences in recent fashion trends, for example Gigi Hadid stepped out onto the runway as a human sized bouquet at the Moschino spring 2018 show in Milan, whilst Gucci recently released their Bloom perfume, and many top designers have created their own take on the ‘floral dress’.”
This is certainly evident in a specific type of bouquet…the bridal bouquet. With the wedding season almost upon us, Wei and his team are responding to new trends, Wei says “we are seeing a much more relaxed style of wedding bouquet this year, with more foliage, and a cascade effect.”
Another key date is on the horizon and Front Row is responding to the Valentine’s bouquets with a more natural, floral scented arrangement. Whilst a dozen red roses is a popular choice, Front Row believes a bunch of flowers should not only look beautiful, but should have floral aromas with different textures, heights and shapes to really create an understated look that shows that special someone how much you love them.
Front Row will offer more than just flowers in 2018, with a host of workshops, partnerships and floral inspired dinners. The team at Front Row intends to educate, inform and entertain budding florists with various seasonal masterclasses, centered around keys dates, including Mother’s Day, Easter, Father’s Day and Summer solstice…more information to follow.
Front Row, Grand Union Studios, 332 Ladbroke Grove, London, W10 5AD