Insider tips from the wedding planner behind Freddy Studios

In the wedding industry, there are professionals who don’t just plan celebrations, but create experiences. One of them is Hanna Olsson, the founder of Freddy Studios – a wedding planner with a unique ability to bring every bride and groom’s vision to life. We had the opportunity to talk to her about her journey, her passion and what it actually takes to create unforgettable weddings.

“I’ve never been the sort to daydream about my own wedding,” says Hanna. But everything changed after a proposal in Hawaii in 2016. She’d already started writing the guest list on the flight home. The experience of planning her own wedding – and bringing it to life – marked the start of something much bigger.

With a background as a project manager and visual merchandiser, combined with training in wedding coordination from Johanna Kajson, the foundations were already in place.

A dedicated team for design, atmosphere and experience

The company is run by Hanna herself, but for every event there is a carefully assembled team of between 3 and 10 people: stylists, florists, assistants and the graphic designer Martina Daremo – a key figure who produces all the graphic design, websites, signage and menu cards.

Since its first assignment in August 2021, Freddy Studios (formerly Weddings) has grown in line with its experience. Hanna now works exclusively on Full Planning, which encompasses planning, coordination, design, styling and printed materials, with the primary focus on the overall concept and guest experience. The workflow is clear and structured and includes a process comprising a kick-off meeting, budgeting, choosing a venue and date, booking key suppliers, concept development and timelines.

How far in advance do you recommend starting to plan a wedding?

“Lay the foundations early. Book your wedding planner, venue and date around 1.5–2 years in advance. Then the creative journey begins, with the details and design taking shape over the final 8–12 months.”

Structured planning with a personal touch

How do you tailor a wedding to the couple’s budget?

"They start by telling me what their priorities are, and then I draw up a budget for them based on their wishes and priorities. It’s my job as a planner to inform and advise the client about costs, and also to remind them of their original priorities, as it’s easy to feel that everything is equally important."

Nowadays, everyone has access to plenty of inspiration across various platforms, which is fantastic in a way, but what clients don’t see alongside that inspiration is what it costs to make it a reality. This also means that the budget is often adjusted as we go along.

What wedding trends are you seeing at the moment?

"Lots of draping in all shapes and forms. The colour green in all its different tones and shades. A focus on the guest experience. Celebrating for just one day! It’s no longer about having ‘everything’, but about daring to be personal. Celebrate in your own way!"