Flower power with level
Giardina, the "flower child" of the Basel Trade Fair, is becoming independent
Giardina, the flower child of the Mustermesse Basel, becomes independentIt was only launched four years ago and this year it is already stepping out of its mother's shadow: we are talking about Giardina 2001. Previously a part of Muba, this year the Swiss garden fair is making its first solo appearance. "The great success of Giardina and the late date of Muba - it doesn't start until May this year - prompted us to organize the garden fair as an independent exhibition for the first time," says Roberta Turoldo, Head of Communications at Messe Basel, explaining the decision to separate Giardina from Muba.garden offers flourish to win the favour of hobby gardeners
The move could pay off, as various studies indicate that the garden as a living space and leisure area is becoming increasingly important. Economic Research Basel AG (BAK) estimates that last year's turnover for flowers and plants in Switzerland as a whole amounted to around 1.5 billion Swiss francs. This figure is almost seven percent higher than the previous year.
The range, which will fill an entire exhibition hall from February 22 to 26, will be reduced to a single flower for the campaign. Under the conceptual direction of the Bern-based agency Lang Gysi Knoll, Parisian photographer Peter Knaup has simply staged the exotic flowers. The result is reminiscent of the world-famous flower paintings by the artist Georgia O'Keeffe, who died in 1986.
Will Giardina become as famous as the Chelsea Flower Shows?
Giardina is not (yet) a world-famous event, but it has no national rival. And if the boom in the garden market continues, it may one day be able to compete with its great role model, the Chelsea Flower Shows in London.
Simone Keller
The move could pay off, as various studies indicate that the garden as a living space and leisure area is becoming increasingly important. Economic Research Basel AG (BAK) estimates that last year's turnover for flowers and plants in Switzerland as a whole amounted to around 1.5 billion Swiss francs. This figure is almost seven percent higher than the previous year.
The range, which will fill an entire exhibition hall from February 22 to 26, will be reduced to a single flower for the campaign. Under the conceptual direction of the Bern-based agency Lang Gysi Knoll, Parisian photographer Peter Knaup has simply staged the exotic flowers. The result is reminiscent of the world-famous flower paintings by the artist Georgia O'Keeffe, who died in 1986.
Will Giardina become as famous as the Chelsea Flower Shows?
Giardina is not (yet) a world-famous event, but it has no national rival. And if the boom in the garden market continues, it may one day be able to compete with its great role model, the Chelsea Flower Shows in London.
Simone Keller
