PartySlate Founder and CEO Julie Roth Novack and Managing Editor Pamela Rothbard sat down with Eddie Zaratsian, the artist and visionary behind Eddie Zaratsian Lifestyle and Design, to discuss how to successfully build brand partnerships — as well as new ways to innovate your business and expertise.
In addition to his experience as a creative event and floral designer, Zaratsian frequently collaborates with companies to create brand experiences and installations. In order to secure brand partnerships, it’s important to first start with your own business. “As a company, you have to have an identity: who you are, what you believe in, what you want to become,” Zaratsian said. Start with your digital footprint to ensure that your brand stands out on your website, social media, and PartySlate profile.
Floral and design can also elevate a brand and create memorable experiences at events. Zaratsian discussed a favorite luxury brand installation, the Hermès store reopening in Waikiki, Hawaii. His team created an epic entrance by installing a 9ft floral chandelier made of lush exotic flowers, while striking lighting evoked the ambiance of a Hawaiian sunset.
When advising others who are looking to build brand partnerships, Zaratsian said it’s important to foster and build relationships in order to get exposure to new networks. In addition to creating relationships, you should get experience in the field, create a vision for yourself, and set intentions. It’s also essential to understand the brand’s philosophy and design aesthetic to position yourself as the best potential brand partner.
You can watch the full digital event recording below or open the recording in YouTube.