At The Crate, we believe flowers are at their most beautiful when they become part of everyday life.
We’re endlessly inspired by interesting colour combinations, beautiful textures, well-loved homes, favourite dresses, and summer gardens. The more time we spend creating with our fresh, seasonal blooms, the more inspiration we collect. Those little moments often become the starting point for our creative projects.
This past bank holiday weekend, we spent a day on set creating new imagery for our Dublin-based flower delivery service. Today, we’re taking you behind the scenes—sharing the inspiration behind the shoot, how the day came together, and what a professional florist’s photoshoot day really looks like.
Fresh Blooms, Weekly
While this shoot was created to tell a story, every arrangement featured reflected the fresh, seasonal flowers that change every single week at The Crate.
From our classic Single/Double Bunch to one of our affordable yet sweet Forget Me Not, we wanted the imagery to feel true to what arrives at our customers’ doors across Dublin each week: garden-inspired, artisan arrangements designed to bring beauty into everyday spaces. These blooms are the very same flowers intended for kitchen tables, bedside corners, and thoughtful flower gifts delivered throughout the city.
The Inspiration Behind the Shoot
Of course, flowers were always going to be at the centre of the story. But beyond beautiful blooms, we wanted the images to capture something flowers have represented for centuries: love.
Flowers celebrate birthdays and milestones, welcome new beginnings, and brighten ordinary days. Whether gifted to a friend, a partner, or even to ourselves, flowers are one of the simplest ways we express care. We wanted our new floral photography to reflect that feeling—soft, joyful, nostalgic, and full of warmth.
Finding the Right Photographer
When planning this shoot, we wanted to work with someone who understood the feeling we were trying to create. We found that in Zoe Ardiff, a fashion and documentary photographer and videographer based between Dublin and Amsterdam.
What drew us to Zoe’s work was her ability to find beauty in everyday moments. Her photographs feel honest and human—qualities that perfectly captured the authentic spirit of The Crate. Working with a photographer who shoots on film and Super 8 helped us capture flowers not as styled objects, but as part of real life.
Preparing for Our Floral Shoot
The days leading up to the shoot were spent doing what we do best: preparing flowers. Buckets were filled, stems were conditioned, and arrangements slowly came together.
The location itself felt especially meaningful. The shoot took place in a beautiful lived-in home and garden, a setting that holds a small piece of The Crate’s history. Before we moved into our current Dublin studio, our original workspace was tucked away in this very garden. It was a lovely reminder of how far we’ve come.
The Shoot Day: Capturing the Magic
Thankfully, the weather was on our side. The brief was simple: wear whatever makes you feel comfortable. Instead of a rigid schedule, we focused on creating an atmosphere of movement and laughter.
We wandered barefoot through the grass, nibbled on croissants, and soaked up every bit of summer sunshine. There were bouquets on tables and flowers tucked into baskets; in many ways, it felt less like a workday and more like a beautiful gathering of friends.
Looking Ahead
By the end of the day, we were sun-kissed and inspired. The camera rolls were full, and we were reminded why we love what we do: flowers have a unique way of bringing people together and adding beauty to the mundane.
We can’t wait to share the final images with you soon. In the meantime, you can explore our latest weekly flower selection on our website and bring a little bit of that garden magic home.