3 nights accommodation at Veluwe Hotel de Beyaerd
Welcome to our Masterclass
Our masterclass gives you the unique opportunity to design and create an impressive high-end façade decoration yourself.
We are the first professionally trained Florists to offer an international masterclass focused on creating a large-scale decoration project in the six-figure range, combined with a tailored theory program and an intensive hands-on experience.
Be inspired by exclusive insights and high-level coaching, and learn how to design emotional floral concepts while developing a floral storytelling approach that perfectly conveys the message behind your designs.
We are
Josa Floral Storytelling – Jochen Tirre und Sandra Schaffhäuser.
For nearly ten years, we have worked together as a dedicated team and have been successfully active across Europe in the international wedding industry for several years.
Together with our large team, we create large-scale, high-end floral installations and also train upcoming florists. Our goal is to offer German-speaking florists in particular a real opportunity for growth within this industry.
Technique, strategy, mindset, pricing and design are constantly evolving, and we strongly believe that our industry becomes stronger when knowledge is shared and we learn from one another.
That is why we created this masterclass:
to show florists who want to grow how large-scale projects are executed both technically and strategically – from precise calculations and pricing to team planning and on-site execution.
Are you Ready for some floral goodness in your life?
When & Where?
19th May 2026
& 20th May 2026
(Arrival: May 18, in the evening)
Kasteel de Essenburgh
Aalsmeer & vicinity
Netherlands
the Location
Kasteel De Essenburgh is a charming 17th-century castle located on the edge of the Veluwe and surrounded by greenery, where history and hospitality come together in a truly emotion rich atmosphere. We will be transforming the rough historical facade into a breathtaking wall of flowers to be the fundament for this truly inspiring and connecting event!
What Awaits You
Day 1
Planning & Creative Design
- Meet Pascal Matla, our expert from Floral Charm, and get inspired.
- Meet Meena Lee from 5th Avenue Weddings for exclusive wedding design perspectives
- Visit the world’s largest flower auction in Aalsmeer – a true highlight for any florist.
- Explore three of the finest growers and nurseries
- 120-minute theory session covering: inquiries, execution, pricing and budgeting, techniques, strategy, and mindset.
- Briefing for the large-scale practical installation on the following day.
Day 2
Hands-On Execution
- Now it’s getting serious. Together, we will create a monumental large-scale decoration using approximately 15,000 to 20,000 flower stems.
- From the construction to the final details, experience the entire creative journey up close.
- Photos and content included.
- End the day together with a closing gathering, networking, and exchange.
Networking & Inspiration
Pascal Matla is our valued supplier and provides premium florists and wedding designers around the world with exceptional floral products. Based in Aalsmeer, he has the capability to distribute his outstanding products internationally.
Pascal is not only a member of RSVP, but also held an impressive panel talk at the renowned Table Design Exhibition last year. Thanks to his excellent global network, he is an outstanding partner for us.
Meena Lee based in New York with 5th Avenue Weddings and a specialist on European destination is an expert on curating unforgettable experiences that are as breathtaking as they feel effortless. While having years of experience she is giving insights on how a planner and designer needs to work, network and organize to fulfill a seamless planning journey.
Foto- and Videoteam
Our photo and video team consists of some of the most renowned professionals in their field – The Tailors Photography and Hopestudio. They are among the largest in Germany and are internationally known for their impressive wedding reportage and content creation.
With their expertise in B2B, B2C and many other creative formats, they have already realized numerous projects across Europe. During the masterclass, they will capture your special moments and create unforgettable memories you can relive at any time.
WHAT’S INCLUDED
Accommodation
Transfers
Catering
Comprehensive catering on May 19 and May 20 at Kasteel de Essenburgh
Speaker sessions & Q&A
Inspiring speaker sessions and Q&A rounds
wall of flowers
Hands-on practical day to transform the facade of the castle into a wall of flowers
Media Content
Professional photo and video content
Experience an unforgettable event with high-quality content and first-class service!
Learn from the best
OUR OFFER
Floral Masterclass
- Meet Pascal Matla from Floral Charm.
- Visit to the world’s largest flower auction in Aalsmeer
- Explore some of the finest growers of luxury blooms
- 120-minute theory session on design, pricing, technique, and mindset
- Monumental large-scale decoration with 15,000–20,000 flower stems
- Photos / content included
2.990 € & VAT
Hands on the Table with Meena
exclusive Design and pannel talk with Meena Lee from 5th Avenue Weddings
Date: 21.05.2026
- What your planner actually does (and doesn’t)
- How to communicate your vision clearly
- How to avoid common client mistakes
- Timeline expectations & decision flow
- How to work with the planner you want
- When to trust your planner vs when to push back
1.000 € & VAT
Registration
Please fill in the following information to register for the masterclass:
We look forward to a creative time with you.
© 2026 JOSA FLORAL STORYTELLING