2018 Horticulture UK Style Trends Event

Floral Trends of 2018 Showcased to the lifestyle media

25/01/2018

2018 Horticulture UK Style Trends Event

On 18 January 2018, the Flower Council of Holland hosted a Trends Event for UK lifestyle media, influencers, designers, stylists, and a select few industry guests, in support of our consumer brands Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk. The event took place in a warehouse space in the trendy area of Shoreditch, East London.

Arrangement on the entrance from the street – the dramatic tone was set!

Upon arrival, guests were welcomed to a white, blank reception room which was transformed into a cinematic zone when the room was suddenly darkened and guests were bombarded with a compilation film of scenes projected onto 3 surrounding large screens that summed up the past year. These mostly horrific visuals of the spirit of our times influences our behaviour, affects the style of our interiors, and as a result, has a direct impact on what we buy as consumers.

After watching this powerful and thought-provoking film collage, emotional guests were invited to take a seat in our presentation area where trendwatcher Aafje Nijman presented the three key 2018 Horticulture Sector Trends (Re-assemble, Romance 3.0 and Punk-Rebooted).

Joan Stam, renowned Floral Designer and respected Bloomtube contributor also gave a floral demonstration for each trend to emphasise which plants, flowers, colours, shapes and materials are best to be used to complement each consumer trend best. This was very useful in terms of inspiring stylists to consider and use horticulture products as part of their designs and for photo shoots.

Prior to the event the Flower Council of Holland briefed The Flower Laboratory to bring each of the three key trends to life by creating a room set for each. These were hidden behind a white curtain which was unveiled after each trend was presented by Aafje. Guests seated in swivel chairs could easily pivot to be able to see each trend be revealed.

After the presentation, guests were invited each room set for an up-close inspection whilst being served bespoke canapes created in each trend.

Re-assemble

Romance 3.0

Punk-Rebooted

The event concluded with enthusiastic guests participating in a flower arranging workshop under the expert guidance of Joan Stam. Our 40+ guests took home their creation in their chosen 2018 trend.

Florists that attended BFA FleurEx were the first to see the Trends for 2018 launched.  We featured an article all about the 2018 Horticulture Style Trends shortly after that. 

The event gave fasinating insight into engaging UK lifestyle media, influencers, designers, stylists, it’s essential to our industry that flowers are included in a diverse range of everyday articles whether in print or online. 

Note to Florists:

The trends highlighted the styles that will be shared in 2018 and beyond, we highly recommend that you are aware of these styles that will be promoted and seen by your clients in many ways. This is your opportunity to be aware of the trends.
Thank you to the Flower Council of Holland for continuing to share this insightful information and our invitation to this wonderful event.