Froonck was the first professional wedding planner in Germany with a full-service creative concept. His company has been recognized as the best-known wedding agency in German speaking Europa including Germany, Austria and Switzerland.
With over 17 years of involvement within the wedding planning industry, his wedding agency is known to create unforgettable experiences, luxury destination weddings and celebrity weddings all across Europe. We had a quick chat with Germany’s leading wedding planner regarding his extensive expertise and immense dedication towards realizing his dream career.
Who was/is your inspiration for setting foot in the wedding industry?
Without being selfish: It has always been myself. I started my business in 2002 in Germany when there was no wedding industry at all and I set a new standard of planning which was contemporary, client focused, conceptional and creative. I always followed my gut and believed in my work because there was nobody established within the field to take inspiration from in Germany. Also, I never wanted to copy anyone, I always wanted to do new never seen before things, the goal was to recognize my dreams and follow through with my innovative ideas. Once my vision of becoming the role model for German (and German speaking countries like Austria and Switzerland) wedding planners came true, I had to look further! I got acquainted with several international planners at my first DWP in 2015 where I met the big names of the industry.
Who do you think from the new set of planners in recent times will make it big in the industry and why?
I wouldn’t like to name anyone in particular as I know a lot of them personally. However, at the end of the day; it is the creativity, the charisma and the dedication towards their job would lead lead them towards success within this diverse industry. They should always be willing to learn, always stay curious, always do something new. A dash of creative craziness always helps too!
What do you do differently from other wedding planners?
The most important aspect for me is the overall concept and my esteemed client’s vision. I always strive to plan each wedding with a fresh, creative, extravagant approach as I truly believe that; this is a once in a lifetime experience, that should touch everyone’s hearts and be a memorable celebration.
What are some of the latest trends in the wedding business that you follow?
In general, I take inspiration from trends but then put a personalized spin on it keeping in mind the couple’s persona and individuality. I like to play with dark, bold colours, elaborate calligraphy, indoor and outdoor setups, creative lightning and mobile catering experiences.
How easy or difficult is it to keep up with changing trends in this dynamic industry?
For me it is easy as I don’t follow any trends strictly without reasoning. For example; trends within the fashion world always inspire me, but eventually you have to find your own style and not fall into the trap of becoming a clone.
What are some of the benefits and challenges of hosting a destination wedding?
The benefits include; experiencing new culture, new inspirations, meeting with new vendors, travelling and ultimately get out of your comfort zone! Whereas, the challenges I have faced are co-ordinating with people who have a different working mentality, the language barrier, time consumption, and the hectic travelling schedule all whilst keeping your guests indulgence in mind.
Which was the first destination wedding you planned? What were the hardships you faced? How did you overcome them?
It was in 2005. I remember it was my first celebrity wedding and my very first TV appearance. The wedding was broadcasted live on TV ensuring millions of spectators! So, everyone had high expectations and there was a lot of pressure for us to deliver. It was a tough time as we had to organize everything within just three months in Tarragona, Spain. I had to research and manage all the suppliers (with no network in those days!) and the biggest challenge was the Spanish mentality of being chilled out and taking it easy. So I had to double and triple check everything, meet each supplier personally, provide them with more detailed briefings and specifications, etc. Overall, it was very stressful and time consuming. In the end everything played out perfectly.
How important are vendors when it comes to executing a wedding? Do you work with a specific set of suppliers or do you source local suppliers, if so how do you find them? Through research, recommendations or some other way?
Vendors are the most important partners as they help us to execute the ideas that my team and I have imagined or designed. I don’t have a fixed set of suppliers that I always work with, except for stationary, photography and videography. But I have a pool of trustful vendors we have previously worked with along with searching for local vendors. It all depends on the client, the budget, the availability and the knowledge. For me, it is of utmost importance that the vendors understand how we work and what the clients wish for. Empathy, character, dedication, motivation, joy, creativity and flexibility are the keywords I tend to use when liasoning with them. I think the right mix of known vendors and new local ones is a must for planning a great wedding.
What is the most unique destination wedding that you have planned?
There have been a couple! A beachside wedding in a nature reserve in Portugal, an old town cultural heritage ceremony in Greece and the nuptial revelries in Tunisia where the groom arrived in a parasail!
What do you think of the Middle East as an emerging destination for weddings?
The Middle East is an amazing destination wedding locale for European couples as it is easily accessible. It is luxurious, exotic, unique and has the capability of hosting fairytale weddings. Providing high standards of gastronomy and hospitality.
Having been an integral part of the DWP Congress over the years, how do you feel being associated with DWP 2019 which is going to take place in Dubai this year?
I feel very happy and proud to be a permanent part of the DWP, it’s like an everlasting love affair! I strongly believe in this concept of bringing together the crème de la crème of the wedding industry from across the globe. This exclusive extravaganza has also given me the opportunity to build my social connections and make friendships that will last a lifetime!
All Images Courtesy: Matthias Richter Photography, Marek Koprowski, Ivash Studios, Marc Schelwat, Sandra Mañas.
