🏁 Austin Meets Avant-Garde: Designing the Modern Luxury of F1 Weekend
Formula 1 weekend in Austin is more than just a race; it is a global confluence of speed, celebrity, and sophisticated branding. When a major luxury media brand like Modern Luxury hosts an event during this high-octane weekend, the decor must match the energy and exclusivity.
Here at Jordan Flowers & Events, we were thrilled to collaborate with the Modern Luxury team to translate the electric atmosphere of F1 into a refined, high-end floral and decor experience that we call Modern Luxury, The Austin Way.
The Vision: Speed, Precision, and Elegance
Race weekend calls for high-energy parties, and the Formula 1 event hosted by Austin Way and Johnnie Walker Blue Label at Brazos Hall set the standard for nighttime opulence. The vision for our design was simple: elevate the space to reflect the magazine's commitment to luxury while nodding to the precision engineering and bold aesthetics of Formula 1.
The venue found itself transformed into a speakeasy-meets-nightclub, complete with a red carpet arrival and dazzling entertainment. Our floral and decor choices were tailored to enhance this transformation. We moved away from typical racing clichés and embraced a concept centered on architectural florals—arrangements that feature structural lines, intentional negative space, and a sense of dynamic movement, much like a finely tuned race car. We created monochromatic drama by utilizing deep, rich color palettes with unexpected bursts of light, mirroring the sleek midnight blues, stark whites, and pops of vivid crimson that referenced the bold branding and the power of the event. To finish, we incorporated reflective surfaces, including mirrored vessels, high-gloss finishes, and metallic accents, to catch the light and add a futuristic, fast-paced shimmer to the decor.
The Floral Narrative: Where Artistry Meets Engineering
Every arrangement was designed to be a conversation piece that complemented the vintage-inspired, motorsport-edged atmosphere. For the main lounges, we executed oversized, sculptural centerpieces featuring towering Phalaenopsis orchids that cascaded dramatically over sleek, geometric bases. These were bold, structural statements intended to capture the look of speed in a freeze-frame. We utilized dense, textured greens and minimal, high-impact roses to create visual density at the base. For the cocktail areas, we introduced low-profile, integrated arrangements in deep matte black and silver vessels, allowing guests to mingle freely while still appreciating the delicate artistry. We chose structural elements—like air plants or sharp, linear foliage—to contrast with the soft curves of the flowers, mirroring the juxtaposition of technology and nature found in racing.
Brazos Hall Transformed: A World of Opulence
The two-story venue seamlessly merged interactive high-octane elements with sophisticated nightlife. The lower level featured a dedicated Johnnie Walker Blue Label custom bar, where mixologists in branded pit stop jumpsuits crafted signature drinks like the highly-raved Blue Label and Bananas (a riff on an old fashioned served in miniature bottles with gold straws) and the warm-spiced Blue Label & Ginger. The racing theme roared to life through Waterloo Capital’s branded simulators from PushStart Sims, where guests tested their skills on virtual circuits. The live band, Hot Club of Cowtown, married Texas tradition with racing excitement, while live artist Bill Stidham captured the evening’s energy on canvas. Upstairs, the energy shifted to an elevated nightclub atmosphere. DJ Ed West commanded the sonic landscape while a gravity-defying lollipop lyra aerialist wowed with a breathtaking spectacle. Roaming servers ensured the momentum never flagged. As Kristin Belt, publisher of Austin Way, noted, “Johnnie Walker Blue brought such flair and energy to the evening, transforming it into something truly unforgettable... Everyone was raving about it—myself included.”
The F1 weekend demands perfection, and at Jordan Flowers & Events, we thrive on that pressure. Our goal is to ensure the decor is as flawlessly executed as the engineering that powers the race itself. By working with the best in the business, we helped Modern Luxury create an unforgettable experience, proving that Austin’s approach to luxury event design can successfully compete on a global stage.
Vendors:
Coordination Hentrich Creative
Austin Event Lighting
Rentals Whim Hospitality
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