Event Design Tips From Celebrity Planners

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Sean Koski, Kristen Taekman, Jill Zarin, Ally Shapiro, Luann de Lesseps, Cynthia Bailey, Lee Anne Locken, Jennifer Aydin and Sean Koski attend the Ticket2Events presents the 12th Annual Luxury Luncheon hosted by Jill Zarin, Brian Kelly. and Sean Koski in Sothampton, New York on July 26, 2025. (Photo by Sonia Moskowitz/Getty Images)

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While there are a seemingly endless number of events in the Hamptons, there’s one that’s truly made a splash for the past twelve years: The Annual Hamptons Luxury Luncheon hosted by favorite New York Housewife Jill Zarin and celebrity event planners Sean Koski and Brian Kelly of Ticket2Events.

Founded to honor Zarin’s late husband, Bobby, this was the most important aspect to Zarin’s daughter, Ally Shapiro, who tells me that raising money for cancer research is the most important part of the event.

Koski and Kelly are known for working with celebrities, socialites, and brands including Jennifer Lopez, Oura Ring, and Kelis, among many others—planning everything from weddings to charity fundraisers and corporate events.

So, what’s the secret sauce? I recently spoke with them about how they designed the event and their best planning advice for anyone looking to host a party full of Instagram-worthy moments.

The Secret to a Good Party: Start With A Strong Vision

Koski reveals the vision for this event was to craft more than just a luncheon, but rather a cultural moment. “Set on the lawn of the Southampton Inn on July 26, 2025, the 12th Annual Luxury Luncheon was conceived as a seamless blend of philanthropy, high style, and star power. Guests, including Real Housewives, actors, and influencers alike, arrived via a red-carpet reveal, then moved through curated activations spanning fashion, tech, beauty, home, spirits, and travel. Every corner was an opportunity to discover, engage, and feel the world elevated by our vision come true.”

The planners’ vision included plenty of Bravolebrities, celebrities, and content creators, including Countess Luann de Lesseps, Jennifer Aydin, Cynthia Bailey, LeeAnne Locken, Brooks Marks, Captain Kerry Titheradge, Danielle Olivera, Isaac Boots, Jesse Metcalfe, and Kristen Taekman.

So, starting with an idea of the overarching vision you want to create, and then designing each aspect from there.

Design For Instagram Moments

First impressions are everything. Kelly says he likes to have a red-carpet entrance with pro photographers and photo-forward vignettes so guests can get “the shot” the second they arrive. “In a world where we share so much of our lives online, it’s especially important to plan for moments to be captured!”

It doesn’t matter if the event is for a charity or a birthday; there are ways to brand and personalize things so it feels both chic and celebratory, according to Koski. “Think a wedding with a personalized cocktail or branded napkins boasting a QR code to scan for donations at a charity event, branded moments are key, and including flowers makes it that much better.”

Elevate With Luxe Florals

Flowers filled every corner of Zarin’s event. While some arrangements were tied to specific activations, the decor seamlessly blended together, elevating the overall ambiance. A standout detail was the blooms artfully styled inside Hulken totes.

This is also something that’s very easy for most people to do inside any type of bag or another unique vessel. “To do it yourself, here’s how to approach it: Choose blooms that speak to your palette—think soft pastels or bold pinks—and arrange them so stems are wrapped and secured. Insert into a structured tote lined with a clear or water-tight barrier. Use floral foam if needed, and let a few petals or greenery spill casually over the edge. This idea can be applied to other things to but being that it was in a gift bag it doubled as both a take-home treasure and a design statement,” Kelly tells me.

Tents Create Atmosphere, Not Just Shelter

Tents are a must for outdoor parties, but not for the reason most think. “Tents are about more than shelter, they’re mood makers. When weather is uncertain, heat is non-negotiable, or you want to create an enclosed, curated world (even in a scenic lawn setting), they’re essential,” says Koski. “For our Luxury Luncheon, held outdoors at the Southampton Inn, the natural elements were part of the charm. The event planner reveals that a tent wasn’t totally necessary but for when immersive experiences, decor control, and climate comfort are priorities, it’s worth the extra money and set-up. “It’s all about balancing vibe and practicality overall.”

Send Guests Home In Style

It’s not a party without taking home a little something. Koski suggests, “Curated story-driven gift bags or thoughtful items presented with flair help guests remember the event beyond the Insta-worthy decor.”

Zarin’s event is known for its incredible gift bags, which Koski shares are worth up to $5000. Some of the event sponsors for 2025 included Doughlicious, Print Fresh, Sunday Riley, Sol de Janeiro, EltaMD, and MyQ.

So, make sure guests leave with a parting gift (even if it isn’t sponsored). Whether it’s something edible or simply flowers from the occasion, it’s always nice to go home with a chic treat.