From 23 April to 8 May Euroflora 2022 will open, the main Italian floral festival scheduled at the Nervi Parks in Genoa.
In support of the 12th edition of the event, a new communication project, curated by the South Tyrolean agency Doc.
A tribute to nature and its beauty, the campaign takes place online, on TV and in the national press, in branding activities in the cities of Genoa and Milan and in a wayfinding project.
Euroflora’s claim 2022 will be “A world of rare beauty”.
An international event
For over 50 years Euroflora 2022 has been the symbol of the beauty of nature in all its forms. An open-air exhibition that, in addition to having obtained the AIPH (the international association of horticultural producers) recognition in 2021, has officially entered the calendar of international trade fairs this year.
Thanks to the turning point made in 2018 with the transfer from the exhibition center to a natural context, the issue of sustainability was given substance.
And this through installations and general scenographic set-ups, respectful of general harmony, a mobility system based exclusively on the use of public transport, a reduced use of plastic, the optimization of separate waste collection and, thanks to the electrification works carried out in the Parks by the Municipality of Genoa, the total elimination of the use of generators.
Sustainability also reuse of waste materials from park maintenance, such as portions of trunk and palm leaves, twigs. The Italian Flower Nursery Association will use all this to set up part of their space. There will also be numerous exhibitors who, at the end of Euroflora, will donate their plants for planting in public green spaces in the city and the Region.
Another virtuous example comes from the consortium of Genoese entrepreneurs who will provide the catering services. In fact, all unsold items will be delivered to the non-profit association of the Banco Alimentare della Liguria.
The fil rouge of Euroflora 2022 https://euroflora.genova.it/ is water, 16 fountains will be a scenographic element that will also produce a pleasant background sound. The jets will reach, in the largest fountains, six meters in height.
The fountains and large oval spaces combine with the evocative views of the parks towards the sea to offer visitors perspectives with rare essences, unique specimens, extraordinary collections and excellent productions developed over 86 thousand square meters. To all this is added a system of routes expanded by a system of routes extended by one kilometer for a closer view of each exhibition area.