Italy: Top-grade florists compete at Flora Trade Show

Networking, meetings between professionals, challenges and competitions between the best-known national and international florists, fighting it out with their floral arrangements. These are some of the initiatives proposed by FLORA TRADE SHOW (the first International Exhibition of nursery/floriculture and landscape, being held at Rimini Fiera, from 23rd - 25th September, simultaneously with MACFRUT) which will be organized with Italian and international floral art's most esteemed institutions and experts.

Things begin on Wednesday 23rd September (Demo Area Hall C3) with the 1st Flora Trade Decoration Cup, a real floral arrangement contest organized in collaboration with the Associazione Nazionale Piante e Fiori d’Italia and the main national florist schools (Assofioristi, Pianeta Fiore, Laboratorio Idee, Scultura Fiori and Le Mani Parlano,) coordinated by the Guida I Fioristi Italiani.

The theme will be: “Baroque for five senses. Confrontation-meeting between professionals on the hunt for something new, beautiful and good”. The event will feature competing florists who will have to create Baroque style arrangements conceived for table settings and for dishes (from aperitifs to desserts), collaborating and networking with professionals from the food service world, such as barmen, chefs and pastry chefs.

White for the aperitif, yellow for the opener, red for the first course, green for the second and black for the dessert will be the themes of the floral arrangements and the various dishes, as well as the table settings, also carried out by the contestants. Colours, aromas, flavours, tactile sensations of the materials used, combined with Baroque background music, will contribute to creating a unique atmosphere enveloping all senses. This competition intend to encourage the use of flowers and greenery in a creative manner on the occasion of ceremonies and special events as well as for day-to-day food service. The choice of the typically Italian Baroque style is a further innovative element compared to the minimalist style that has been the trend in recent years.

However, that’s not all: on Thursday 24th September (Demo Area Hall C3), two master classes will be held (one from 10 am to 1 pm and the other from 2 to 5 pm) on the characteristics of the various arrangement styles: colour combinations, elegance, smooth lines, lightness, theatricality, movement, sensuality and creativity. The title of the educational demo will be “Renaissance, Baroque, Neoclassical: Italian style through floral art”.

Participants foreseen include Chicco Pastorino, Cecilia Serafino, Carmelo Antonuccio, Paolo Maffei and Peppe Picca.

For info and entering the contest: maraverbena@gmail.com
for the educational demos: l.bianchi@riminifiera.it