The new innovation experience world for the green sector thus completed a successful first event at Messe Kalkar. From June 13 to 15, 2016, the trade fair concentrated on one central subject: the design of the point of sale – promoting turnover and always focusing on the final customer.
“We are looking back on a successful first hortivation by IPM ESSEN and are convinced that it was the right step to have brought this fair into being. Our exhibitors are reporting intensive and high-quality discussions with the trade visitors to us,“ summarises Oliver P. Kuhrt, CEO of Messe Essen.
In total, nearly 1,000 visitors came into Hansehalle Kalkar, including predominantly purchasers and decision takers from the specialised retail trade as well as from chain stores. “We will continue along the path together with our partners,“ according to Kuhrt. In the Plants, Garden Equipment and Service Providers areas, 86 exhibitors showed their products and concepts. Even now, the majority of them have already stated that they will participate in the next hortivation by IPM ESSEN, too.
They were funny, provocative, trendy or simply just beautiful – the POS concepts in the special show about “Urban Gardening“ and “Garden Living“. The goods presentations were strongly oriented to megatrends and to the needs of the final consumer. Sustainability played a leading role, for example, in the herb concept of Cox. “Fed up to the Back Teeth“ represents a clear rejection of packaging made of plastic. At hortivation, the concept was distinguished with the BGI Innovation Prize.
Herbs can also be utilised in an outstanding way for green smoothies and provide the popular detox drinks with the right taste, as Mediflora showed. Appropriate recipe suggestions are supplied directly, too.
No matter whether wellness fruit, ornamental grasses or the presentation bearing the name “Country Feeling“ – deceleration, rest and relaxation were additional subjects which were reflected in no fewer than several concepts. These were followed up by the DIY concept of the Bloom’s Natural Workshop. Trade visitors were able to slip into the role of the customer and to design workpieces made of natural materials and living greenery in situ.
What could be seen with a lot of examples in the special presentation was discussed in the Speakers‘ Corner. Renowned experts passed on their knowledge in specialist lectures: from experience and online marketing via Urban Farming and Designed Nature right up to hip allotment gardens and strategic partnerships. The forum was compered by the trend watcher and greenery stylist Romeo Sommers from the Netherlands.
One highlight at hortivation by IPM ESSEN was the RETAIL GREEN LAB which united all the aspects of the fair concept: The setting-up of the garden centre of the future was prepared as an interactive master class for employees from garden centres. With products of the hortivation exhibitors, the specialists from NIFEM Instore Builders, together with the workshop participants, elaborated customer-oriented goods presentations and POS mechanisms which ensure more turnover. During the fair, the trade visitors also had the possibility of receiving advice with regard to shop construction.
The most beautiful sun terrace was designed by the trainees at Seeberger Pflanzenhof from Cologne. The inspiring, lifestyle-based and colourful concept convinced the visitors and the expert jury alike and scored points with a particular sales-promoting character as well as an innovative range mixture. The victor of the hortivation Cup wins Euro 500 and an in-house workshop on the subject of goods presentation with the trade expert Kai Harney. Gartencenter Schlößer came second and Gärtnerei Höpken third in cooperation with Floristik Ulbrich.
Next year, hortivation by IPM ESSEN will take place at Messe Kalkar from June 12 to 14, once again parallel to FlowerTrials.