Event case study
Holy Chic x Salmon: A Salcedo Market Stand and Gabbi Garcia’s Bouquet
How Holy Chic styled Salmon’s Cool Down stand at Salcedo Market and made the bouquet for Gabbi Garcia’s ambassador reveal.
Editor & publisherRuslan Makaev
Event dossier
Holy Chic x Salmon at a glance
- Venues
- Salcedo Saturday Market and Glorietta Activity Center, Makati
- Production
- About 20 people, led by the 3 co-founders · about 1 hour on site at Salcedo
- Scale
- 1 tent installation · 2 floor pieces at the selfie mirror · about 5 small arrangements · about 2,000 visitors (Salmon’s count)
- Flowers
- Carnations and statice at Salcedo · pink French roses and eucalyptus for Gabbi Garcia
On 30 May 2026, Salmon set up a stand at Salcedo Saturday Market in Makati (Google Maps) and handed out ice cream under the line “Cool down with Salmon”. Salmon is a regular Holy Chic client, and we dressed the stand in flowers. In September the brand came back with a smaller, more personal request: two bouquets for the close of the Salmon Feels Good Weekend at Glorietta, where Gabbi Garcia was revealed as its newest ambassador.
This is how both pieces were made: why we chose carnations and statice for a morning in the sun, how the stand went up in about an hour, and what went into the bouquet Gabbi held on stage. The account is based on an interview with Holy Chic co-founder Zegna Davidoff, notes from our team, photos from both events, and Salmon’s public announcements. Where a figure comes from Salmon rather than from us, we say so.
In this story
client brief and constraints
The Brief: Flowers That Last Until 2 p.m. in the Sun
Salmon’s plan for the market was simple: give away ice cream with the Salmon logo, draw people to the stand, and make it a place where they wanted to stop and take photos. Our part was the atmosphere. The stand needed to feel festive and clearly belong to Salmon, while the flowers had to stay presentable for the whole market day, from 7 a.m. to 2 p.m.
The brief from Salmon’s team was to keep the styling concise and resilient, and polished enough to match the brand. The constraint that shaped every decision was heat. By our team’s recollection, temperatures at the time reached around 35°C, and the main piece would sit outdoors on top of the stand’s tent rather than in a cool room. That ruled out flowers that wilt quickly and any design that depended on standing in a vase.
flower selection and color
Why Carnations and Statice, With No Greenery
Salmon’s palette for the event was salmon pink and purple, with a little turquoise. We built the flowers around it: carnations in salmon and purple tones, with purple statice. We chose them because they react slowly to heat and keep their appearance through a long day outdoors.
The arrangements followed a modern approach: shapes built from massed flower heads, without filler greenery. That kept each piece clean and graphic, closer to brand design than to a garden bouquet, and let color carry the theme. Working in the brand’s own salmon and purple meant the flowers supported the stand instead of competing with it.
production and installation
Floral Foam, Plastic Wrap, and a One-Hour Install
The tent installation could not stand in water. It had to be fixed to the top of the stand, so it was built on floral foam. Foam for outdoor work has to be soaked properly and wrapped in plastic: that stops leaks and keeps the flowers fresh much longer.
The finished set had three parts: one large installation on the tent, two floor arrangements at the mirror where visitors took selfies, and about five small arrangements placed around the stand.
Holy Chic’s three co-founders, Zegna Davidoff, Inessa Bertta, and Sergei Normanskii, led the project and made the key decisions, working with a hired crew: about 20 people in total, from buying the flowers and preparing the pieces to the install. We had about an hour for the install and no more, so part of the work arrived pre-made and the rest was assembled on site and fixed to the top of the tent.
result and scale
About 2,000 Visitors, by Salmon’s Count
Salmon told us that around 2,000 people visited the stand during the market. That figure is theirs, not ours: their team counted the ice cream handed out and the new sign-ups. Photographers and videographers were working at the stand, and the flowers were meant from the start as a backdrop for photos while people ate their ice cream.
It was not a huge event, and we would not describe it as one. But we do not believe there are insignificant events. We were glad to bring people a good moment on a hot Saturday, to show what corporate floral styling can do outdoors, and we hope to keep working with Salmon.
ambassador bouquets
Two Bouquets for Gabbi Garcia’s Salmon Reveal
In September, Salmon held the Salmon Feels Good Weekend, a two-day event at Glorietta Activity Center in Makati (Google Maps) on 5 and 6 September 2026. According to Salmon’s announcement and LionhearTV’s report, it closed with a late-night show hosted by Sam YG, where Gabbi Garcia was unveiled as Salmon’s newest ambassador with a piñata and a shower of confetti.
Salmon asked us for two bouquets to present at the end of the show. For Gabbi we made a large bouquet of pale pink French roses with eucalyptus, wrapped in soft pink paper and clear film and tied with a long sage green ribbon. The second bouquet was red, for another guest on the program.
These photos and the video are Holy Chic’s own. The bouquet is carried onto a stage still covered in purple and gold confetti, and its pink sits right beside the coral pink of Gabbi’s dress. As Zegna put it, the bouquet and the woman holding it were equally romantic and feminine.
practical event design insight
What We Would Tell a Brand Planning an Outdoor Activation
Looking back at the Salcedo stand, a few decisions did most of the work.
- 01
Choose flowers for the conditions first and the look second. Carnations and statice were picked because they react slowly to heat, then arranged so they looked current rather than ordinary.
- 02
When arrangements hang high or cannot stand in vases, use floral foam that is soaked properly and wrapped in plastic. It holds water, prevents leaks, and keeps the flowers fresh much longer.
- 03
Build as much as possible before you arrive. Our install window at the market was about an hour, and pre-made pieces made that possible.
- 04
Take the palette from the brand. Massed flower heads in the brand’s own colors support the stand instead of competing with it.
authorship, credits, and close
Credits, Sources, and Congratulations
Story and first-hand account: Zegna Davidoff, Co-founder and CEO of Holy Chic. The Salcedo project was led by Zegna Davidoff, Inessa Bertta, and Sergei Normanskii, with a hired crew of helpers, about 20 people in total. Editing, publishing, and web production: Ruslan Makaev for Holy Chic.
The photos and video from Glorietta are Holy Chic’s own. The Salcedo Market photos come from the event coverage taken on the morning of 30 May 2026; the photographer will be credited here. The market date and hours come from Salmon’s announcement on Facebook, the details of the ambassador reveal from the coverage linked above, and the visitor count from Salmon.
Thank you to the Salmon team for trusting us again. And Gabbi, congratulations on becoming the newest face of Salmon. We hope the roses were a good start.
