FLORALXM is a premium experiential floral studio specializing in large-scale installations for experiential marketing, brand activations, and immersive environments.
Led by award-winning, celebrity florist Roberto Gonzalez, the studio designs florals as architectural moments, not décor. Every installation is intentional, spatial, and built to stop people in their tracks.
Our work lives at the intersection of florals, production, and experiential strategy, guiding the guest journey and performing beautifully in high-visibility settings.
WHY WE STARTED
Designed for Real-Floral Execution
FLORALXM was built to address a common challenge in experiential design. Strong visual concepts often lose impact when production and logistics are overlooked.
By approaching florals with the same planning, coordination, and spatial awareness as large-scale brand environments, we ensure each installation maintains its integrity from concept through install.
WHY FLORALXM
Two Disciplines.
One Seamless Experience.
At FLORALXM, florals are never an afterthought. They are a core storytelling tool.
Each project begins with understanding the brand, the space, and how people will move through it. From there, we design installations that feel immersive, purposeful, and emotionally engaging.
We focus on:
• Scale and spatial impact
• Guest flow and interaction
• Visual moments designed for social sharing
• Seamless production and execution
Every build is custom. Every detail is intentional.
MEET THE TEAM
One Team, From Concept to Install
Creative Direction
Led by award-winning floral designer Roberto Gonzalez, whose sculptural, design-forward approach shapes the aesthetic, materiality, and visual impact of every FLORALXM installation.
Production & Execution
Production strategy and logistical oversight are guided by the experiential expertise behind JeddXM, bringing a producer’s mindset to every decision and ensuring each installation is buildable, installable, and execution-ready.
Together
This collaboration bridges creative vision and production reality, delivering seamless experiences from concept through install.
ROBERTO GONZALEZ
Partner, Director of Floral Experiences
Roberto Gonzalez is a celebrated floral artist and creative director based in Chicago and Miami. He first gained national recognition as the floral designer for Oprah Winfrey, crafting sophisticated arrangements for her personal spaces and events for four years. His lush, opulent style and attention to detail have since attracted a distinguished roster of clients including Jennifer Hudson, Dolly Parton, Queen Latifah, Julia Roberts, and President Obama.
Originally from Venezuela, Roberto’s passion for flowers began at a young age and led him to earn accreditation from the American Institute of Floral Design before establishing his own floral design firm. Today he is known for creating unforgettable floral experiences that combine artistry with elevated event design.
JEDD DAVIS
Partner, Director of Floral Production
Jedd Davis is an executive experiential producer and the founder of JeddXM, specializing in large-scale brand activations, live events, and experiential marketing across the U.S. His production-first mindset ensures FLORALXM installations are designed within real-world constraints and executed seamlessly on-site.
Known for his hands-on, solutions-driven approach, Jedd brings clarity to complex builds by aligning logistics, timelines, and execution with creative ambition. At FloralXM, his expertise ensures every installation is buildable, installable, and fully integrated into live brand environments.
JEREMY ALAN
Head of Operations
Jeremy leads operational execution at FLORALXM, overseeing logistics, schedules, and on-site coordination to ensure every installation is delivered with precision. He bridges creative vision with real-world production, aligning teams, timelines, and resources from pre-production through install.
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SHAYNA DAVIS
Account Management, Client Partnerships
Shayna manages FLORALXM’s client partnerships, serving as the primary point of contact from kickoff through execution. She ensures communication stays clear, details stay aligned, and projects move forward smoothly across teams, timelines, and deliverables.
