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Formland's Greenhouse will become an experience universe
arrow_backTo the overview06 July 2023
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Greenhouse will get a boost at the next edition of the Formland Autumn Design and interior trade fair, which takes place on 20-22 August this year at MCH Messecenter Herning. Florist Alberte Hammer and GASA GROUP Denmark have further developed the trade fair's popular green area, which will more than ever provide something for people of all tastes.
Plants and interiors are combined and presented in new and unique ways in Formland's lush Greenhouse area, which at this year's edition of the trade fair has an entirely new layout with sections aimed at specific target groups.
- This time, Greenhouse will be an experience universe where sensory perception will play a central role - senses are important in relation to plants, which means that there will be lots of sounds and scents, and visitors will be able to feel and touch things. We have also designed the area with four different zones, each of which appeals to the different types of consumers with whom we work, says Pernille Kirstine Møller, Business Developer at GASA GROUP Denmark, and elaborates:
- We work with four consumer types: The Caregiver, The Melancholy, The Silent and The Fascinated, who each have their own preoccupation with plants. The Caregiver is drawn to the nerdy and seeks unique expressions, The Melancholy longs for the past and remembers by using the senses, The Silent wants to live an undisturbed and minimalistic life and sees plants as sculptural elements, and The Fascinated lives in the moment and enjoys when plants evolve unpredictably.
She goes on to explain that it has been important for GASA GROUP Denmark that Greenhouse is a natural extension of the company's mission, 'Nature to the People'. At the same time, they wanted to create a universe that not only inspires but also creates an experience in itself and demonstrates the ability of plants to change spaces in specific directions - also because, according to Pernille Kirstine Møller, consumers have become more knowledgeable and curious than in the past.
Four unique zones with soul, colour, personality and lots of plants
Focus has been on consumers during the work on the new Greenhouse, which GASA GROUP Denmark has created in collaboration with florist Alberte Hammer.
- Visitors can expect four exciting environments, each focussing on one specific customer group. I have used GASA's consumer types as a starting point and strived to create four experience-worthy interiors where there is a good chance that all senses will be activated. I've been thinking outside the box, creatively, offbeat and innovatively, and I've also had a strong focus on installations. Only the imagination sets the limits, so four unique spaces with soul, colour, personality and, most importantly, lots of plants await, says Alberte Hammer and describes her own relationship with Formland:
- I've been coming to Formland for many years now, and I always find a lot of inspiration when I'm at the trade fair. It's inspiring to walk around and experience the different stands and check out the latest trends and tendencies. I soak it up and enjoy the fact that I can now be part of creating inspiration for others - and naturally, I hope that a lot of people will drop by and see what I have developed in collaboration with Formland and GASA.
