London calling, Silvia answers!
Yes, dear Flowers, it may seem incredible but at the end of May I treated myself to a few days of vacation in London. My mission? To go in search of new ideas on Flower Design to import into Italy (did I succeed? Keep reading!).
And where to go if not to RHS Chelsea Flower Show, or rather theEurope's most anticipated gardening event?
Below you will find the tale from the 104th edition From what I experienced: wide-eyed with wonder and a great deal of enthusiasm. I hope it can give you some pointers and satisfy your curiosity.
Happy reading!
What is it?
The Chelsea Flower Show it is the most influential floral display in the UK. Among the oldest in the world, it is organised every year by the Royal Horticultural Society (famous English horticultural institution founded in 1804. The society also manages four gardens in different areas of the country on a non-profit basis) at the Royal Hospital Chelsea and is rightfully included among the events of the so-called "social season".
It was towards the beginning of the nineteenth century that the idea of aFlower Expo It began to spread among the British nobility. First with a flower show in Chiswick, back in 1833, then with the Great Spring Show in Kensington Gardens (1862).
In 2013, however, to celebrate his centenary (in 1913, in fact, it moved to the heart of London thanks to Harry Veitch) also the royal family he set up his own garden there for the first time.
Why participate
I always tell you: never stop updating yourself, never stop your infinite curiosity about what is beautiful. For this very reason, when you ask me what to do to inspire creativity And how to spot new trends, I recommend you visit as much as you can art exhibitions or, for those who live in northern Italy, participate in the Milan Design WeekThe same goes for the Chelsea Flower Show, which, even more so as a leading authority on Western floriculture, certainly has much to teach us all. Because it's where new concepts are born, where all the styles we love so much originate.
Of course, London isn't exactly around the corner, and compared to prestigious Italian fairs, CFS tickets are quite expensive (the price is around 300 euros). But I assure you that a small investment is definitely worth a lighter wallet, especially if you work in the Flower – Event sector or you were simple nature lovers.
You have never been in the CityHave you been there a few years ago but would like to return? Book your flight and hotel during the week of the event. Chelsea Flower Show: by doing so you will combine business with pleasure!
What I saw
So many different styles with which to set up the stands (some starting with more elaborate structures, others using simple but highly effective supports); giant animals covered in greenery; infinite species of flowers belonging to the same botanical family; cars, armchairs, buildings, shop windows all with a green theme: in short, a fantastic world!
Yes, because as it happens in Milan with The Furniture Fair, also London during the week of Chelsea Flower Show dresses for the occasion. And that's exactly what revolves around the Fair, the amazing scenography that enliven the streets of the city and most impress visitors.
How can you not fall in love with the glamorous neighborhoods of Westminster, Notting Hill, Soho, and so on? Impossible!
Novelty
Let's get to the point: which ones? novelty I can report from the Chelsea Flower ShowHow will 2018 be all about flowers? I won't keep you waiting any longer, here they are!
- Looking around, I realized that the Italian market is slowly getting closer to the "natural" spirit of the English, who have always been champions of Flower Power at all costs. Which, honestly, gives me hope for the years to come: perhaps even in our beautiful country we'll start buying bouquets simply for the pleasure of enjoying them!
- Absolute protagonists of the installations: rose precious (especially the Austins), tulips And delphiniumI've seen them everywhere and in all sorts of ways, so why don't we think about using them more often in our displays?
- The Total Greenery continues to be present, but without reconfirming itself as the predominant seasonal trend.
- The Natural Style, on the other hand, characterized by soft lines and airy volumes, reigns supreme. Will the modern version be preferred in 2019?
- Everyone's crazy about the Paper FlowersThere wasn't a clothing or home decor store that didn't have at least a couple on display in the window. Come and find out how to make them in Silviadeifiori School courses with Monica Dal Molin!
- From the amount of Shop concentrated in a few km of the City and from their way of doing business, it is clear that we must aim north-west to understand how to face the sales in this sectorWhat can I say: the Anglo-Saxons know how to captivate and retain customers, setting themselves apart from even the most established competitors. The key: personalize your products as much as possible!
- The importance of the Packaging Design: meticulously crafted and luxurious, it's no longer just disposable packaging. In fact, it's preserved even after the flowers have faded! Bag And box, in fact, with their captivating graphics and shapes studied down to the smallest details, they are the real attraction of the Flower Shops and are able to best reflect theBrand Identity.
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