27.08

Do What You Love interview – Matthew Robbins

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Today’s big interview is with event-designer-to-the-stars, Matthew Robbins. Matthew runs his own successful business, Matthew Robbins Designs in New York, and he’s planned weddings and celebrations of all sizes, for all budgets. He really is the go-to guy when it comes to big day quandaries and making events extraordinary. 

Matthew’s talent for bringing a client’s vision to life in a way that truly reflects their personal tastes and style is why he is now Martha Stewart’s right-hand wedding expert – a collaboration that’s been going strong for 15 years. As well as contributing regularly to Martha Stewart Weddings and Martha Stewart Living, he has appeared many times as a guest on both the Martha Stewart Show and on Martha Stewart Living Radio. He also features regularly in O Magazine, Sweet Paul, Coastal Living, The Knot, Bridal Guide, InStyle Weddings and Style Me Pretty, and he writes an ongoing blog for The Huffington Post and Stylelist

Matthew Robbins profile

Beth and I had the pleasure of meeting Matthew when we took his workshop, ‘Inspired tables’, at The Sweet Paul Makerie, Philadelphia, earlier this year. Together we created four stunning tables by combining a beautiful mix of décor and craft techniques which left us bursting with ideas for how we could make our own celebrations and intimate every day gatherings all the more special back home.

After seeing Matthew in full creative flow, doing what he loves, I just had to find out more about him. I hope you enjoy the interview. ~ Rachel

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1. How are you doing what you love?

My professional background is rooted in art and art history. I studied painting and art history in San Francisco and during my college years I worked for many of San Francisco’s best and most renowned event designers. This was my introduction to the world of event design and event planning. It was a natural transition from art making to floral arrangements and beautiful spaces. My love of colour, texture and form are all easy things to find in floral and event design. The same rules for good design still apply. I moved to New York City to continue my art career and of course, I had to work to pay the bills. In working as a freelance designer I slowly developed an interest and a small following. With that little bit of buzz around town I had the confidence to open my own floral and event design studio. I started really, really small and during my first year of business I was lucky enough to be discovered by Martha Stewart.

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2. What is it about flowers that captured your heart?

I was immediately in love with floral design because it felt like painting but in a three dimensional form with amazing natural materials. It’s all about the layering of colour, form and texture. It’s about telling a story in the same way a painting tells a story with all of these elements. My mentor, Maria Vella in San Francisco, really opened my eyes to the beauty of a garden and how the essence of a flower can inspire an entire colour palette, mood or overall design. Flowers are also so temporary and I love the fleeting beauty and inspiration they provide. For me, flowers were the perfect route into the event design world, and they have helped me to carve out my own style and business. Now I take a more holistic approach to design, flowers are just one element of the overall vision I have for an event or space.

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3. How would you describe your signature style?

My signature style is what I like to refer to as contemporary romantic or effortlessly chic. I love classic, refined and romantic details combined with clean lines, simple and bold shapes and vibrant colour palettes. The combination of old and new is very much a part of my signature eclectic style.

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Nature is a constant source of inspiration for me 

4. When did you first start working with Martha Stewart Weddings and how did this collaboration come about?

I met Martha and team during my first year of business. I was very lucky to have friends who own a fabulous millinery shop where Martha and her team love to shop. Some of Martha’s top editors were in the store one day and my friends suggested they all check out this new kid in New York City doing great, natural, beautiful work. They followed up and in true Martha style they reached out immediately after seeing some of my work. Before the first year of my business was complete I had a huge feature story in Martha Stewart Wedding and I did the cover of the magazine. I remember the day I was in the Martha Stewart Weddings office reviewing the feature because Martha called in to say how impressed she was and how she wanted me on her show right away. That was the beginning of 15 years as contributing editor to Martha’s magazine and company, along with styling some of the most signature flower stories in the Weddings magazine.

Matthew&MarthaMe on the Martha Stewart Show talking about my book

5. Who inspired you to write your first book Matthew Robbins’ Inspired Weddings? 

I was lucky enough to do design a wedding for a fabulous literary agent in New York City. She happens to own the agency and when I did her wedding she suggested it was time to do a Matthew Robbins book. I thought it was a glamorous idea but I didn’t feel I was ready. I waited a few years, strengthened my relationship with the press and gained more accolades and finally decided it was the right time. I felt inspired to create a book that offered a new way of thinking about weddings and design for events. Many of the books out there are just filled with over the top, old school designs and they don’t really provide any real tools or inspiration for how to think like a stylist or an artist. I wanted to empower the client, the reader, or the bride or groom to find his or her own vision and style. My book is a wonderful resource for design inspiration, even if you aren’t planning a wedding!

Matthew Robbins Inspired Weddings

6. In the introduction to your book you say: ‘I like to encourage couples to think of their wedding as the largest dinner party they’ve ever thrown’. Is the secret to planning the perfect event?

This is the foundation of my philosophy and my approach and it is very much an integral part of how I plan and design events. For most people a wedding is the first opportunity to really define their sense of style as a couple and for their new life together. It’s a wonderful moment to infuse an incredible celebration with a personal and authentic style. If you think of the wedding as a fabulous dinner party it not only removes some of the stress but it allows everyone to enjoy the details and remember that they are hosting and entertaining. Being a great host means considering the small details but also making sure that your unique style, personality and vision for your perfect party shines through.

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7. What floral trends are you seeing at the moment, and which flowers and colour schemes do you love most right now?

I’m seeing a return to using vibrant colour. For many years it was all about soft, dreamy blush and vintage tones but I think trends are moving away from these muted palettes and embracing clean, crisp colour again. Purple is very popular at the moment along with deep blue tones and copper as a replacement for gold or silver.

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8. What are the biggest challenges facing you in your business and in the floral/events industry in general?

The event design or any design related industry is faced with many challenges now as there is an abundance of images and inspiration available for free and online. Clients often feel they have seen it all because they spend hours on Pinterest and they are obsessed with everything being original. I find it disconcerting that most people tend to forget that everything is related and design and art has a real history. Good design is always referential and it circles back to trends, rules and inspiration form the past. Nothing is truly original but what is original is how we all interpret these things and make them our own. The wedding and event design world is flooded with new businesses and this is also challenging, especially as many of these new businesses have no background in design. Having a background in design is essential because it enables you to navigate your way through all the different challenges you encounter in this industry, from client briefs, to new projects to the ups and downs of daily business as creative entrepreneur.

9. You are working on a new book – what can you tell us about it?

Well (hopefully!) it will be out by Spring 2016. In it I go back to my roots, and explore my love of art and flowers. It will focus more on designing events for smaller parties, like entertaining easily at home with family or friends, rather than ideas for big celebrations or weddings.

MattRobbinsInspireWedd_p89Designing for a more intimate gathering

10. As well as running flowers schools and design workshops all over the world, you’ve recently started hosting big design events. What can people expect from an inspired luxury excursion with you and when and where is your next one?

MR Beijing workshopTeaching workshops at Flower School Beijing, June ’15

My next excursion is to Guatemala on November 1-7, 2016. This will be a trip filled with some seriously gorgeous inspiration including locally made textiles, traditional cooking classes and even a Mayan cleansing ceremony by a local Shaman. We have a few spaces available for anyone looking for a great adventure filled with beautiful details! Email [email protected] for information.

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11. What advice would you give to someone wanting to do what you’re doing now?

Be persistent and really, really believe in your vision. There will be many obstacles and challenges financially, emotionally and in general it’s just not easy starting your own business in a very saturated market. If you want to develop a name for yourself you must be persistent in all of your efforts to network, get noticed, develop a brand and a clear vision for what your work is all about. I also recommend growing your business slowly. Focus on the goal or goals that really matter and try to ignore al of the other chatter.

12. What’s your ultimate dream?

My dream is to live somewhere far away from New York City with a fabulous interior design/home design boutique in a chic, coastal village somewhere warm and tropical. I also want to have a whole series of books all focused on design and entertaining along with a line of beautiful products. All of these dreams are in the works so I will keep you posted!

13. Finally what are your top five floral arrangement secrets?

  1. Keep your selection of flowers limited. Don’t mix too many things or too many colours. Going monochromatic and simple will lead to an easier and more beautiful final product.
  2. Stay seasonal. Get inspired by the season and allow these materials to inspire your designs.
  3. Always start with foliage. Create a shape and a structure by starting with beautiful foliage or branches. This allows for an easier and more natural arrangement.
  4. Don’t cut your flowers too short! I see this problem in many of my classes. Students will often chop a stem much too short for their vase before they have a structure or shape developed.
  5. Allow the natural shapes and movement of the flowers to define the shape and spirit of your arrangement. Don’t try forcing things to do things they wouldn’t do in nature.

Hunter:gatherer1Hunting and gathering for inspiration

Matthew’s snapshot

What flower would you be and why? Sweet pea because they are effortless, light and unfussy.

Where should there always be fresh flowers in a home? In the entry area or hall and in your bedroom. These are two great places to enjoy flowers and/or plants. You enter your living space in the morning seeing something fresh, organic and inspiring and you end your day with something natural and beautiful.

Biggest career highlight to date: That’s a hard one… probably seeing my first book finished, published and on bookshelves across the world – it’s an amazing feeling and incredibly rewarding. I’m proud of many other things too – there are too many too list!

Three designers who most inspire you: Kelly Wearstler and Alberto Pinto from the interior design world and from flower world, Christian Tortu.

Best way to overcome creative block: Travel to a new place.

Place you go to feel inspired: The ocean or a beautiful garden.

Quote you live by: “Be curious, not judgmental” ~ Walt Whitman

Wish for the world: I would just love for everyone to open their eyes to the inspiration and beauty found in the small things, in the details. We live in a world of sweeping generalisations and where everyone strives to do things bigger and better. It would be nice if we could all appreciate the small things that inspire our big plans and grand ideas.

For more information on Matthew’s work and his book, visit www.matthewrobbinsdesign.com

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