At Salon Florevent in Nantes, France, Flower Circus made a strong impression with a completely new look and the participation of seven growers and breeders. Both the trade show and Flower Circus are marking their tenth anniversary this year, an occasion that John Elstgeest of Flower Circus used to launch a refreshed concept aimed at inspiring florists.
The stand was given a clean black-and-white identity and presented under the new name Floral Collective by Flower Circus. According to Elstgeest, this was a deliberate decision. "We wanted to give more space to the participating companies so their products could really stand out. The focus was even more strongly on the flowers and the stories behind them."
© Flower CircusMax Hurtaud
Floral designer Max Hurtaud demonstrated the possibilities of the participating companies' flowers during the show. In addition to demonstrations at the stand, he also appeared on the main stage on the first day of the fair, drawing considerable interest. "There were nowhere near enough seats for everyone," said Elstgeest. "A large part of the audience had to watch the demonstration standing up. That shows how much interest there is."
New varieties
Flower Circus is known for showcasing new flowers and notable introductions at trade fairs, and Nantes was no exception. Breeders Anthura and Deliflor brought new varieties, and the participating growers also presented their latest introductions.
While creating the arrangements, Hurtaud shared the stories behind the flowers. Among them was Porta Nova, which is working to achieve the lowest possible CO₂ emissions per stem of its Red Naomi rose. Miss Alstroemeria also received attention. "They can deliver alstroemeria at a more mature stage," Elstgeest explained. "This means the colours are more vibrant and the flowers are immediately ready to use for events and weddings."
Visitor interest at the stand was high, something Elstgeest sees as entirely expected. "Florists come to a show like this to find inspiration and discover new products. That is exactly what we focus on."
© Flower Circus
One-stop-shop
Salon Florevent is a travelling trade fair in France with a broad focus on the floristry sector. From growers' associations and exporters to importers and suppliers of decorative materials, everything a flower shop needs is represented, making it, in Elstgeest's words, a true one-stop shop for florists.
French Flower Trade
"One florist says times are tough, another says things are going well," he explains. "But what they all have in common is that they are looking for inspiration and new ideas." The ranunculus season has just begun, he notes. "They find them beautiful. But they are also looking at new products."
Elstgeest notes a mixed picture within the French floristry trade. "One florist says times are difficult, another says business is going well. But what they all have in common is that they are looking for inspiration and new ideas." He also observes that the ranunculus season was just getting underway at the time of the fair. "They love those. But they are also very much looking at new products."
He also highlights the second day of the fair, which falls on a Monday. "There are always a lot of students visiting that day. They are enormously curious and engaged."
Participants in Floral Collective by Flower Circus were Anthura, De Opstal Sprayroses, De Waal Fensie, Lugt Lisianthus, Deliflor, Porta Nova and Miss Alstroemeria. For Flower Circus, it was a successful edition. "The new look worked well," Elstgeest concluded. "And most importantly, the participating companies received a great deal of attention."
Lisianthus remains popular
The lisianthus promotion group was also present at Salon Florevent in Nantes, France, where a floral designer was on hand at the stand to inspire visitors and answer questions — in keeping with previous editions of the show.
On the first day, demonstrations were led by Benoît Barbin, considered one of France's most talented floral designers. Barbin previously won the European Skills competition and is one of ten designers who contributed to a recently published lisianthus inspiration book.
His presence drew additional visitors to the stand. Barbin recreated several bouquets featured in the book, walking visitors through each step. Some attendees took the opportunity to have their copy signed on the spot.
© Lisianthus.nl
On the second day, Frédéric Dupré took over. Dupré finished third at the World Floristry Championship in The Hague and is known as an enthusiastic advocate for lisianthus. With strong attendance on the second day, his demonstrations attracted considerable interest.
Florist reactions to lisianthus were again very positive. In the warmer regions of France in particular, florists value the flower's heat tolerance, making it well suited for summer weddings and events.
The expanding colour palette is also proving popular. Natural earth tones and lavender-coloured varieties are currently drawing particular attention among visitors.
Are you a florist or trader and do not yet have a Lisianthus book? Ask your Lisianthus supplier.
For more information:
FlowerCircus
Oosteinde 74
1647 AD Berkhout
Tel.: +31 (0) 85 002 1656
[email protected]
www.flowercircus.nl
Lisianthus.nl
[email protected]
www.lisianthus.nl
