Decoration and inspiration by BloemBloem and Héman
BloemBloem has been a trusted partner of the Beurs van Berlage for many years and plays an important role in decorating a wide variety of events. Thanks to their creative approach, sense of style and experience with monumental locations, they know how to bring every space to life in a unique way. Whether it’s an intimate dinner, a large conference or a festive farewell, BloemBloem always creates an atmosphere that perfectly matches the character of the Beurs van Berlage. In this interview, we look back on our long-standing collaboration and look ahead to developments in the coming years.
Héman merged with BloemBloem in 2016. What have been the biggest changes since the merger?
The merger has significantly changed the product range, not so much because of Heman’s existing range, but because of the addition of BloemBloem’s range. The merger has made Héman a much more complete event designer, as the range has been greatly expanded. This enables us to completely transform large empty spaces.
Héman and BloemBloem have been regular partners of the Beurs van Berlage for many years. What makes this location special for you?
The history of the building contributes greatly to its interior design, and the interior design contributes greatly to the exclusivity of the building. In other words, we reinforce each other to such an extent that 1+1 becomes 3.
You have been working in monumental buildings such as the Beurs van Berlage for many years. What does that require of you as a supplier in terms of logistics and design?
We have indeed been working for and in historic locations for a long time. We have tailored our logistics to this. The trucks come in various sizes so that we can reach all locations. The transport trolleys have been adapted, including the type of wheels, width of the containers, protection of the trolleys, etc.
The furniture and other items for the interior design are stackable and not too heavy, as far as creativity allows, but sometimes you cannot avoid using items that really complete an event but do not meet these requirements. In that case, we provide lifting equipment that can handle these challenges. Our assembly and disassembly team can also take care of the heavy work. Some items even come standard with this team.
What role does creativity play in your work? Can you give an example of a project at the Beurs where BloemBloem really made a difference with its decor and flowers?
Creativity plays a very important role in our work; it can really make the difference between a client choosing you or not. Some clients who play it safe are surprised by this, so we adjust our proposals to make them “less exciting”. Budget can also play a role in this, of course. The sky is the limit, but creativity can also lie in simplicity. An example? Decorations really set the mood. We recently had the opportunity to decorate a beautiful internal party for Marc’s farewell (former colleague at the Beurs van Berlage, ed.). The Bali theme immediately created a festive atmosphere.
But I can also remember a Call of Duty event in 2022 where the decor played a major role. Even if you don’t have a theme, as is the case with clients such as Microsoft and LinkLaters, we still see that our bouquets really steal the show and perfectly complement the furniture.
How does contact with the Beurs’ clients work? And how are ideas brought to life, from initial request to implementation?
As soon as the preparation of the event is handed over to the event managers at the Beurs van Berlage, suppliers such as BloemBloem are quickly involved in the process and in contact with the client. The client’s wishes are discussed during on-site meetings and online appointments with international clients. Based on this, BloemBloem draws up an initial proposal, consisting of a quotation, 3D drawing and, if necessary, a mood board. BloemBloem often has direct contact with the client, and the Beurs van Berlage remains involved throughout the entire process to ensure a successful event. We incorporate all feedback into a new sketch, so that the client always has a renewed visual image of what the event will look like. This way, there are never any surprises.
Which events at the Beurs van Berlage have stayed with you the most? And what made them so special?
Les Patron Cuisiniers was particularly special because 24 Michelin-starred chefs, affiliated with Les Patrons Cuisiniers, individually served a six-course dinner with matching wines at 24 tables of 12 guests. The guest sat, as it were, at the table with the chef in question, who served the relevant course at the head of the table. The next course was prepared by the next chef at the same table. In short, a six-course dinner was prepared and served at the table by six Michelin-starred chefs. It was a fantastic experience in which 288 guests all felt treated exclusively and personally.
In addition to this special dinner, BloemBloem has created many more atmospheric and surprising settings in the Beurs van Berlage. A good example is the recurring RE-Source 2024 conference, for which we created an exclusive VIP lounge. A pleasant place where guests can retreat from the hustle and bustle. We also know how to create an intimate, warm atmosphere in the large halls of the Beurs van Berlage.
But we also remember those crazy COVID times well. We had to be very creative with how we set up the arrangements, because you weren’t allowed to come within 1.5 metres of each other. This allowed us to create beautiful open spaces with enough breathing room. And so Summer at the Beurs could continue in 2021! With playful corners, a mix of high and low seating and colourful floral decorations, a fresh and contemporary setting with a summery feel was created.
The building’s history contributes significantly to the interior design, and the interior design significantly enhances the building’s exclusivity. In other words, we complement each other so well that 1+1 becomes 3.
BloemBloem adds many new items to its range every year. What can customers expect this year?
We’ve expanded our product range with various styles of new chairs, lounge furniture, and more options for floral and greenery decorations. For example, we have a new collection featuring the Alice dining table, 180cm in diameter, with its black and white marbled top and rose gold base. Linen is not the intention for this table. This line also includes standing and lounge tables. We’ve also developed new applications for our existing, already extensive Hot Metal range.
A new furniture line, Harmony, has already been launched, is in use, and is rapidly expanding with new applications. We also purchased a CNC machine (a kind of very large jigsaw), which our colleague uses to actively design and cut out new products. Customer requests are easily and quickly realised this way. We really enjoy developing new ideas with our regular customers. That’s the strength of our company: we always think proactively and are eager to listen to market needs.
You’ve invested in solar panels for your new building. How did this initiative come about and what has been its impact so far?
This initiative arose from a combination of factors. As a company, we also want to contribute to sustainability. So, you ask yourself how you can make a significant impact that’s also relatively easy to implement within the company. That turned out to be a large flat roof on which we now have 1,058 solar panels. The electricity generated by these panels goes directly to our three large washing machines, which therefore no longer draw power from the grid when the sun shines. We also need to prepare for the electrification of our vehicle fleet. Therefore, we are investigating to what extent we can store the surplus electricity generated in large batteries to use for charging stations for our trucks.
We’re also noticing a growing demand in the market for calculating the ecological footprint we leave behind when helping to realise an event. We’re seeing this increasingly often, especially with international parties. This is also raising awareness for us. Not a bad thing at all! Because we like to think about this.
Are you currently also working on other sustainable initiatives, for example in reuse or transport?
We are, of course, committed to separating and recycling waste as much as possible. We also refurbish various pieces of furniture, ensuring they are fully reusable. We have in-house woodworking, metalworking, and paint shops, enabling us to achieve this. Furthermore, we’ve chosen different wheelie bins for logistics, eliminating or significantly reducing the need for plastic film to seal them. All lighting in our building has been replaced with LED lighting. We’re also increasingly using artificial flowers, particularly silk, instead of the real thing. These flowers are much more reusable and less harmful to the environment than real flowers.
Ultimately, renting products is a sustainable initiative in itself. It’s not only practical, but it also conserves resources, reduces waste, and reduces single-use waste.