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Published on : Friday, June 5, 2015
Beverly Wilshire, Beverly Hills (A Four Seasons Hotel) has partnered with renowned florist and event production company Square Root Designs to install floral displays that awaken the senses and create a memorable first impression for guests travelling from near and far. While adorning the glamorous Beverly Wilshire and complementing the uniqueness of being at the heart of the chic Beverly Hills neighbourhood, the new design team’s creative compositions offer something much more: art that enhances the guest experience.
Square Root’s passionate and skillful design teams specialise in fusing creativity and innovation to build distinct works that are as inspiring as the settings they embellish. Founded in 2002, the company has crafted unique arrangements for celebrities, philanthropists, politicians, athletes and artists around the world. They’ve produced events in New York, Miami, Hawaii, Japan and Mexico, with coverage ranging a variety of print and media outlets including Bravo, VH1, HGTV, TLC, The Style Channel, Grace Ormonde, Inside Weddings, Riviera Magazine, and many more.
Square Root capitalises on the organic beauty of nature and incorporates seasonal arrangements into the significant installations, procuring botanicals from local California growers and flying in fresh flowers bi-weekly from Hawaii, Europe, South Americ, and New Zealand.
Square Root Chief Design President Alex Amidi and Creative Director Michael Daniels are the design dream team behind the beautiful arrangements. Their background – which includes 50 years of combined experience – is rooted in a strong foundation of classical art and sculpture training. Incorporating their passion for flowers, the duo creates a cohesive marriage of art and botanicals resulting in remarkable arrangements that evoke a sensory experience for viewers.
“We really wanted to offer something unique and awe-inspiring in our guests’ ‘home away from home,'” says Regional Vice President and General Manager Ben Trodd. “We are fortunate to welcome visitors from LA and all over the world, and these stunning artistic floral installations further help us to create a memorable experience, which is always our top priority.”
The blossoming lobby’s first installation inspired by spring and the sensational crystal chandelier is titled Infinite Nature and features a palette that is predominantly yellow, green and white. Square Root used circular pieces to represent the notions of totality and wholeness and express the timelessness of all cyclical movement. The lobby pieces are circular metal and gold leaf sculptures accented with more than 1,000 roses, crispedia orchids and calla lilies that subtly bring the beautiful outdoor Californian vibe into the classic hotel.
The Hotel’s blooms extend beyond the lobby into THE Blvd, CUT by Wolfgang Puck, and the south lobby located in the Beverly Wing. A quick journey down the corridor presents a snap-worthy moment by the mirror where a striking arch of flowers surprises and delights. By CUT, a large circular metal piece is festooned with hundreds of ti leaves surrounding a display of amaryllis. The flower arrangement in the south lobby in the Beverly Wing is similar in style and nature so that the two buildings tie in together.
Square Root will create five installations throughout the year to include the four seasons and a special holiday theme. Each installation will last a few months, and within each season the work will evolve with slight adaptations to design themes, colours, and vases that will change approximately every three weeks. In addition to their central facility that encompasses more than 18,000 square feet (1,675 square metres) of office, showroom, production and warehouse space, the team will also have an on-site shop located within the Hotel to envision the artistic installations and make fresh updates.
Tags: Four Seasons