From September 12-14 Sobolj participated in the FlowersExpo in Moscow for the first time with its online platform Flower Experience. At this stall Sobolj, together with partners JustChrys, HydrangeaWorld and Flowers by Macheliuk, brought their ideas on promoting decorative cultivation in Russia to life. This was done through master classes by well known arrangers, meant as a practical source of information for the florists present. In this manner Dutch flowers, particularly chrysanthemums and hortensias, were brought to the attention. The stall became a centre of knowledge: this new concept was a success, as can be seen in the video impression below.
During the fair the stall was visited by an estimated over 1,500 visitors: florists, flower store owners, flower salons, trade. These people didn't just come from Moscow and St. Petersburg, there was also a lot of interest from cities like Tula, Permi, Saratov and Yekaterinaburg.
The photos and messages with the newest trends for floral arrangement reached around 200,000 people through Sobolj's various social media channels. Add to this the 17 million people who read the online magazine Argument en Feiten: it contains an extensive interview with Natasja Mironova, director of Sobolj. Partner of Sobolj, Flowers by Macheliuk also have a report on their website and various social media channels, which were viewed by 60,000 people.
Participating partner JustChrys also looks back at this new fair experience with satisfaction. "We always consciously choose to collaborate with local parties. At the IPM German florists prepare a translation with our products and there will be a British team ready at Fleurex in October. Through Flower Experience Russian florists worked with our flowers in a very modern manner, but in tune with the Russian culture. There was also sufficient space for interaction with the visiting florists and we were able to create a lot of content. This way we can build more on our Russian campaign together and connect better to the needs of the Russian florist."