industry event


Urban gardening


At the spoga + gafa trade event in Cologne, garden lovers and top players of the global green industry came together to have a better understanding of city gardening in today’s society.


S


poga + gafa opened its doors from 1 to 3 September. The focus of the world's largest garden fair in 2019 is the trend theme "City Gardening - gardening without a garden". Across all segments and based on different formats and presentations, the exhibitors and the organizers are setting new impulses for gardening in the city and setting trends in the design and furnishing of the slightly smaller, green living room. With a talk from Brooklyn, New York and a study titled "City Gardening - City Gardeners in Focus", spoga + gafa offered a look beyond the exhibition halls and thus further target group insides. The trend towards gardening without a


garden runs through all segments at spoga + gafa. From compact plant beds, vertical plant walls, mini greenhouses to irrigation systems, combinable and multifunctional furniture, modular lounge furniture to compact gas grills and small electrical appliances: there is nothing for the large country house garden that would not exist for the small city balcony. Above all, the multifunctionality is convincing, as for example with tables with integrated drying rack or a cool box including sound system. Saving space without sacrificing comfort is the motto.


Theme Island and POS Green Solution Island With its large trend theme, the fair lays a cross-


GCU August/September 2019


segmental communicative, content-related and product-related link. To better identify exhibitors who focus on City Gardening products, the fair has developed its own logo. In the garden creation & care segment in Hall 6, a special City Gardening theme island complements the existing focus topics smart and battery with attractive content. For trade, these communication islands are a source of inspiration for upcoming product ranges. One of the POS Green Solution Islands on the central boulevard is also dedicated to City Gardening. It gives an insight into a balcony and roof terrace world with new, creative products and plants for the green life in the city.


Flying balconies A real eye-catcher on the boulevard will be stylized, flying balconies. They offer the opportunity to present the expertise of the products to the trade visitors in their real usage environment.


City Gardening Worldwide An international glimpse into City Gardening worldwide, Joe Franquinha, owner of Crest Hardware, an urban garden center in Brooklyn, New York, and urban gardening attorney, appeared twice on Monday, September 2 at the Forum Garden Cafe. In a short video, Joe showed how gardening without a garden can look like Brooklyn in a densely populated city and


interviews owners of various city gardens. After the presentations there were discussion, tips, tricks and suggestions about City Gardening.


Inquiry: Study "City Gardening - Urban gardeners in focus"


The Rudolf Müller publishing house and the IFH Cologne with the spoga + gafa as exclusive partner carry out an online study with the title "City Gardening - urban gardeners in focus". A total of 1,000 people from the national, urban area with balcony, roof terrace or a small garden up to 20 square meters were asked about their specific needs for greening and tools: What difference does small storage space make on a balcony or in a small garden? For example, are new (smaller) container sizes preferred? The study is addressed to manufacturers, retailers and service providers in the gardening sector, who want to understand and develop the well-funded, but little researched target group of urban gardeners and their potential. First results of the study was presented at spoga + gafa on Monday, September 2 and Tuesday, 3. September in Forum 6.1 (Hall 6). The entire study can be purchased through Rudolf Müller Verlag. Through the target group insides, the retailers develop a better understanding of the customers, can reposition their existing assortment or supplement it accordingly, in order to open up new target groups.


www.gardencentreupdate.com | 11


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36