+ + + Landgard presents trend book

For the new flower and plant year, the Landgard growers' cooperative joined forces with other professionals to search for the upcoming trends for the green sector. After all, trend knowledge does not fall from the sky. A broad-based team of experts, consisting of Andrea Becker (Blumenbüro Holland), Sonja Dümmen (Green Me Up), Heike Flottmann (BLOOM's), Kornelia Friedenauer (Burda/Mein schöner Garten), Ilka Siedenburg (Fleurop), Klaus Wagener (BLOOM's) as well as Silke Baillet (Landgard-Fachhandel), Gianna Carbone (Landgard-Marketing), Carsten Degener (Landgard-Deko & Floristik), Thomas Hammann (Bloomways) and Michael Hermes (Landgard-Marketing) came together for a trend workshop.

Megatrends as a starting point

The starting point was the Zukunftsinstitut's long-term global megatrends - mobility, globalization, knowledge culture, connectivity, gender shift, urbanization, health, new work, silver society, neo-ecology, security and individualization - as well as socio-cultural developments that are currently shaping people's values. Derived from these aspects, five key consumer and style trends were formulated that are decisive for the green sector. 

The TRENDBOOK is the starting point for much of what Landgard will be presenting at the start of the year. The new specialist trade campaigns, the basic design of the Landgard trade fair stand at the IPM and many "1,000 good reasons" measures are based on the contents of the book compiled by the experts.

Trade fair stand shows "Biophilic boost"

"At our trade fair stand, we will implement the "Biophilic boost" trend in a multi-sensory way, appealing to all five senses of the visitors. For example, we will use sound boxes in a biophilic jungle of green plants, a swing and, of course, the trade fair stand as a whole with numerous flowers, plants and design ideas tailored to the trend. In addition, all five trends will be brought to life in the catering," says Michael Hermes, Head of Marketing and Communication at Landgard.