A Luxury Brand Activation for Porsche at DC Magazine’s Women of Style Event

DC Magazine’s Modern Luxury Women of Style event brings together leaders across fashion, culture, business and design. Each year, the event pairs its editorial lens with brand partners whose presence feels intentional, elevated and experiential.

For this activation, Porsche was one of the featured partners—and the goal was clear: present the vehicle as the focal point, while using design to amplify its presence rather than compete with it.

Designing an Automotive Brand Activation

Automotive activations present a unique challenge. The product itself is already a statement. Any design intervention needs to be restrained, precise and complementary.

Our role was to create an environment where:

• The car remained the hero

• The installation enhanced energy and atmosphere

• The experience felt immersive without feeling crowded

This meant thinking beyond florals as decoration and instead using them as framing—guiding the eye, reinforcing movement and supporting the brand’s visual language.

Color, Energy and Movement

The direction from the brand centered on one word: electric.

The palette leaned bold and expressive, chosen to contrast against the sleek surface of the vehicle while still feeling controlled and intentional. Color placement was deliberate, creating visual tension and rhythm without pulling focus away from the car itself.

Rather than surrounding the vehicle uniformly, the florals were positioned to create depth and movement—allowing the car to feel dynamic even while stationary.

Integrating Lighting Into the Experience

Lighting played a critical role in the success of the activation.

Working in collaboration with the our lighting partner, integrated lighting elements were introduced to shape the space around the vehicle. The lighting added structure, direction and glow—helping the installation read clearly in both still photography and live event conditions.

The result was a layered experience where florals, light and product worked together as a single visual moment.

Executing a Multi-Partner Activation

This activation was developed in collaboration with:

• DC Magazine Modern Luxury

• Porsche

• The event’s production and lighting teams

Our studio led the creative concept and floral execution, coordinating closely with partners to ensure alignment across brand expectations, event flow and installation timing.

Projects like this rely on clear communication and trust between teams—especially when multiple stakeholders are involved and the environment is fast-paced.

Why Brand Activations Like This Work

Successful luxury brand activations don’t rely on scale alone. They rely on clarity.

This installation worked because it:

• Enhanced the product rather than competing with it

• Used design to create emotion without distraction

• Considered lighting, spatial flow and photography from the start

• Felt intentional within the larger event context

For guests, the activation became a visual anchor of the evening. For the brand, it reinforced presence without overstatement.

Designing Brand Activations That Feel Elevated

The Floral Guru designs large-scale brand activations, experiential installations and event environments for luxury brands, publications and cultural partners.

Our work focuses on creating moments that feel considered—where florals, lighting and structure support the brand story rather than overpower it.

About the Studio

The Floral Guru designs large-scale public art installations, retail displays and environmental installations for commercial spaces, brands and hospitality environments.

Our work focuses on creating spatial experiences that balance visual impact with thoughtful execution—whether a project is designed to live on for years or exist for a single moment. 

Have a project in mind? Contact us.