WEDDING PLANNER | Follia delle Rose

Follia delle Rose is a creative studio based in Milan, working across creative direction, planning and design. Rooted in Italy and inspired by art, hospitality and conviviality, Follia delle Rose creates celebrations shaped by beauty, atmosphere, joy and a sense of Mediterranean nonchalance.

Tell us about Follia delle Rose

Founded in Milan in 2021 by Californian creative director Erica Markert, Follia delle Rose began with a desire to approach celebrations as authored experiences shaped by place, people and emotion.

The studio draws inspiration from Italy’s layered relationship with art, travel and hospitality, as well as from cinema, interiors and everyday life. Rather than treating events as productions, we think of them as occasions for gathering, shaped carefully but with space for spontaneity, atmosphere and human connection.

What would you like couples to know about you?

If Follia delle Rose were a mood board, it would be one where eras and inspirations converge: the Nouvelle Vague and Italian neorealism, Mediterranean summers, Parisian hotels, English gardens, artists’ studios and candlelit dinners that stretch late into the evening.

People sometimes ask me why pink, why roses? It started while living in Paris. I had to read a lot during my graduate studies and rather than staying indoors, I'd often get on my bike and go read at the Rodin sculpture gardens. I loved the harmony between nature and sculpture as well as the May roses. Upon finishing my thesis defense, my mother greeted me outside with a fragrant bouquet of Prince Jardinier roses. I had never seen such majestic roses before. Their scent, full-petalled beauty and color stayed with me and later became the symbol of Follia delle Rose, evoking timeless beauty, love and memory.

As for Follia, literally meaning madness, it stands for a dream of impossible possibilities and a restless imagination that fuels our creative direction.

Do you travel for weddings?

Traveling to new places for each event is one of the things that excites us most in our work. We’re constantly inspired by discovering soulful venues, remarkable hotels, hidden gardens and extraordinary landscapes throughout Italy and beyond. We also have a sweet spot for Paris, the south of France and palm trees.

How would you describe your style?

Refined yet relaxed, romantic yet contemporary.

We’re drawn to celebrations that feel beautiful without being overly considered, where elegance comes not from perfection but from atmosphere, setting and the people gathered together. We love layered tables, venues with a sense of optimism and possibility, thoughtful details and moments of spontaneity that cannot be planned.

Our work is often described as design-led, but we’re equally interested in how a celebration feels as how it looks. The most memorable celebrations possess a certain ease to them, a balance of beauty, warmth and conviviality, that Mediterranean nonchalance.

What is your most memorable career moment?

The mother of one of our brides grabbing my hand and pulling me into a circle dance. The guests were having a wonderful time and so were we. It crystallized our purpose: to create celebrations that bring people together and are alive with joy, connection and energy.

What inspires you?

We’re inspired by beautiful places and the people who bring them to life.

A Roman trattoria on a summer evening, a perfectly imperfect table at a neighborhood bistro, a maximalist hotel lobby, a conversation overheard while traveling, an artist’s studio, a garden in bloom, a Nouvelle Vague film, a well-loved home and, recently, unexpected uses of color.. We draw inspiration from art, interiors, fashion, literature and hospitality, but most of all from the way people gather and live beautifully.

If we were to capture our inspiration in a photograph, it might look something like friends lingering around a long table overlooking the Mediterranean, sharing stories long after dessert has been served and the table has been beautifully lived with wrinkled linen, empty glasses and scattered plates. This is one of my favorite moments to revisit in photographs.

How would you describe your working style?

We often compare our working style to making a film. If the couple writes the script, we focus on shaping the visual language, atmosphere and experience around it.

We love developing a strong creative direction and considering every detail, from the overall mood of a wedding weekend to the way a table feels once guests have taken their seats. We’re interested in creating celebrations that feel layered, personal and slightly unexpected, often drawing inspiration from art, interiors, travel and hospitality rather than wedding trends.

An exceptional team is essential to bringing this vision to life, and we work closely with our collaborators to ensure every element contributes to a cohesive atmosphere.

Do you have custom packages according to individual needs?

Yes, every celebration is entirely bespoke. We offer creative direction and design-led planning services tailored to each couple’s vision, priorities and way of celebrating.

Where would you love to travel to for work?

I’d love to plan an intimate wedding weekend in the south of France that starts with a casual gathering at a local bar in a colorful town square, followed by a joyful ceremony at the Chapelle Saint-Pierre painted by Jean Cocteau in Villefranche-sur-Mer and a reception overlooking the sea. Nothing too considered, just love, beauty, great food, flowing drinks, a few personal details and gathering. Understated but chic.

Who is your dream client?

A couple with a strong sense of beauty and an appetite for life. Curious, spontaneous and in love, they care less about perfection and more about creating a beautiful setting to celebrate with the people they love.

They trust intuition, embrace a touch of glamor and understand that the most elegant celebrations are often the ones that feel effortless. Whether gathering guests in a historic palazzo, a Parisian hotel or overlooking the Mediterranean, they know that the true magic of a celebration comes from the people, the atmosphere and the way the night unfolds.

Follia Delle Rose

Website: folliadellerose.com

Instagram: @folliadellerose