Growing Concepts, House of Flowers and Plants

Growing Concepts, House of Flowers and Plants is the leading innovative platform at the International Horti Fair in the RAI, Amsterdam.

In a 450m2 glasshouse, in collaboration with the friends of Growing Concepts and initiator Trend House P/P/P/, designers from both within and outside of the industry will show their inspiration, experience, practical ideas and concepts, which address consumer requirements, with emphasis on retail.

House of Flowers and Plants will also bring together the various links (from the entire national and international chain, including retail, refiners, growers, trade, auctions, garden centres and florists) from the ornamental plant sector as a whole. Let us all go for Unexpected Views!

[ THE POWER OF REVELATION ]

Amsterdam, 9 October 2007 – ‘The Power of Revelation’ is the theme of Growing Concepts, House of Flowers and Plants 2007, the meaning of which is very suitable. This year, Growing Concepts 2007 again takes up the challenge to create the ‘wow effect’, the element of ‘surprise’ achieved in past years combined with the success of applicability that took centre stage in Growing Concepts 2006.

House of Flowers and Plants
Growing Concepts, House of Flowers and Plants 2007 is the authoritative platform for innovation at the International Horti Fair at the RAI in Amsterdam. Together with the main sponsors Waterdrinker Aalsmeer, FloraHolland and Bloemenbureau Holland, the initiator Trend House P/P/P brings different links in the ornamental horticulture chain together. Besides this, the large group of Growing Concept's friends are happy to contribute their knowledge, energy and money into consumer developments and developments within the business sector itself. Exciting ideas and applicable concepts are the end result.

The Power of Revelation
The meaning of 'Power of Revelation' is very appropriate: disclosure, discovery, unveiling, exhibition. 'The story behind the plants and flowers' and 'the collector in us all' are central to this theme. The intrinsic value of plants and flowers is continuously called upon. This is elaborated on by top arrangers and designers into a number of sub-themes: authenticity, collection, religion (as in the worshipping of plants and flowers), cultivating with passion, recycling and the plant as oxygen supplier.

Concepts for the entire business sector
Growing Concepts, House of Flowers and Plants 2007 demonstrates applicable concepts for the entire business sector. From florist to consumer, the revelation and discovery of 'Power of Revelation' will excite everyone. Did you know, for example, that plants don't need to be thrown away or disposed of if they are not sold? One of the concepts shows the beauty of the recycling process and the many presentation possibilities that these offer. Besides this, you will find refreshing garden centre greenhouse concepts and ideas for bouquet concepts. Museum pieces become flower arrangements, instant masterpieces as gift concepts.

Friends of Growing Concepts 2007 are: Waterdrinker Aalsmeer – FloraHolland - Bloemenbureau Holland – Thermoflor – Anthura – Floramedia - Rabobank - Te Baerts - Smaal Orchideeën - Kalanchoë Growers Holland – Vitroplus – Chrysant - Alflora - Fleurop – VBW - Plant Planet B.V. and Th. Langeveld B.V.