Nordic Flower Expo to host floristry pavilion

Posted On 16 Nov 2016
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vooraanzicht-stand-flowersense-2015MALMO, Sweden: During the Nordic Flower Expo which will be held from 21 to March 23, 2017 in Malmo, Sweden, there is much attention for the professional florist.

To reach and attract florists in the Nordic countries, FlowerSense set up the plan to realise a florists event in cooperation with The Floral Agency. The aim is to introduce the diversity of the assortment: new and/or unique products, present them in a great way and to inspire the florist to use these flowers and plants in the shops to seduce the customer. The starting point is to show flowers in the most common situation: in vases and pots. The power and the beauty of the flower itself will be emphasized and sensationally presented: a ‘FlowerSensation’.  This is part of an extended side program which will be organized parallel to the expo.

To be able to realise this event, FlowerSense organises a (collective) participation of growers where the company use to work with. However, the participation of these growers will be integrated in a demonstration area. The product plays a starring role in the demos: the floral designer will perform in the middle of the floral backround and picks flowers  he wants to use at that time on spot. The flowers are positioned on several places in the demo area so the visitors can see the flowers up close. During the demonstrations people can take place in the’ FlowerSensation pavilion’ and see what the floral designer is about to make. He will explain the audience why he chooses which product for which occasion.

Vases and pots can be actually ordered as suppliers of pottery and vases will be involved in this concept. They will be actively approached; flowers always end up at home in the vase or in a large pot; the two are inextricably linked.

Flower Sense and The Floral Agency have the intention to realise this event more often. It could be a blueprint for florists at sector fairs in other countries, and possibly on other types of events which florists attent in order to get more inspiration. The goal of FlowerSensation is to inspire florists and new and / or unique product, to be known by the professional and specialised florist. A little research amongst florists shows that there is a demand for this kind of events: some indicated that they would love to get acces to more special varieties but do not know where to find them. As the gap between the professional florist and other sales channels is growing, the need for florists to stand out is bigger than ever.

The floricultural exhibition is supported by the following ambassadors and supporting partners: the Dutch Wholesalers Association (VGB), the Dutch Embassy in Sweden, E.V.A. Consultancy, Horti Point, Chrysal, Bloom Tube and Kuehne + Nagel.

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