Trees take center stage at Floriade 2012

On 6 April 2012, the international horticultural exhibition Floriade 2012 will open its doors to the public. This 64-hectare horticultural showcase will not only preserve the area’s existing forestry resources, but will enhance the site with the planting of additional trees. Already, 1500 large calipre trees – about 85 per cent of the new plantings scheduled for Floriade 2012 – have been planted. The overall design of Floriade 2012 will focus on five separate but interconnected themes that clearly address current trends. Education & Innovation, World Show Stage, Relax & Heal, Green Engine and Environment will all be explored through innovative and thought-provoking and above all, aesthetically-pleasing displays. Trees will feature prominently in each of these themed areas. Designer John Boon and planting advisor Jan Mauritz have selected trees based on the principles of “the right plant in the right place,” ensuring that the varieties chosen are well-suited to the existing climatic conditions and soil types. And of course, the quality of the trees planted is of paramount importance. Throughout, aesthetic appeal takes center stage The allure of beautiful colours for example, will be strongly featured at the central entrance of the themed area to be known as “Environment, Quality of Life.” A wonderful range of colours, from green, yellow, red and variegated, are realized in deciduous and coniferous trees. As well as the variety of colours, the designers have also selected different tree shapes, leaf shapes and textures, bark pattern and colours and more, in a large and diversified botanical selection. The Bomen Allee (Tree Avenue) will include 120 different street trees, showing that diversity is possible. Trees will be tagged to make this a learning as well as a visually exciting experience. The concept that trees have mystical properties will be explored in the themed area to be known as the“Friends Woodland.” Located near Kabelbos, an existing forest area, a Celtic Tree Horoscope has been planted. This is a circle of 21 trees, each one representing two periods or a day of the year (the change of the seasons). Simply find the day or period of your birthday to know which type of tree and its corresponding characteristics to which you belong! Surrounding the tree horoscope are 100 old fruit trees, of 42 different varieties, in response to the current trend to nostalgic and heritage varieties. A peaceful haven, offering an opportunity to picnic in the shade of trees or simply to relax, can be found in the World Show Stage area known as “Cultural Convergence.” Several varieties of park trees are freely planted here, including Prunus, Tilia, Rhododendron, Sophora, Castanea, Populus and red beech cultivars. The entire area is enhanced with large borders of ornamental shrubs. Further opportunities for relaxing can be found in the themed zone “Relax and Heal, Well-being,” which focuses on both our mental as well as our physical well-being. Over 200 Robinias of different varieties and flowering at different times of the season, filter the sunlight, offering an overall sense of tranquillity. This planting forms the link between the shaded woodland area and the open market gardening area. Several other multi-stem and specimen trees, including some Mediterranean species are also featured. “The Future in our Sights” focuses on the theme of Education and Innovation and in this area the designers have appropriately chosen to use trimmed, espaliered and topiary types of trees, including 160 striking 10 to 12 tiered specimen Tilias. An avenue of large-leaved Tilia americanaand small-leaved Tilia europa forms the entranceway to the Dutch government pavilion. Of course, a modern horticultural showcase would not be complete without the inclusion of the green theme of “Sustainability.” Here, a newly planted row of conifers enhances the existing fringe of the wood with softwoods. This area will also be planted with some young birch trees as pioneer plants, creating an atmosphere of a deserted industrial area, which is reclaimed by nature. The plant materials will form a stark contrast with hard materials such as slabs of concrete, pavement and the large, austere glass building that will be created in this location. There is now a little less than two years to go before Floriade 2012 opens its gates to the public. In the meanwhile, we will bring you ongoing news of the park’s development. It’s only a matter of time before you’ll be putting this event on your “must see” list.

New Garden perception STN

Garden Promotion Foundation Netherlands (STN) is working on a new garden experience research, in collaboration with the Horticulture Marketing. The first survey was held in 1997, then it is repeated every five years.

In these investigations are shifts in consumer perception of green mapped. The new research will be presented at the 2012 world horticultural exhibition Floriade in Venlo.

STN was created by Gardener Information Centre, Plant Publicity Holland, Product Board for Horticulture, Garden Netherlands Industry and the Association of Gardening Businesses.

Different types of gardens
The research focuses on three different types of gardens: the blue, green and blue-yellow type. A total of six different types of gardens, but these three together represent over two-thirds of all Homeowners. Also, these three types are most sensitive to trends and promotion.

View a photo gallery of the style gardens

Site Inspection Floriade 2012

The Floriade 2012 organization recently invited an AIPH team for the site inspection. AIPH president Mr. Doeke Faber, Vice- chairman of the Marketing Committee Mr. Kevin Chung and Secretary General Mr. Sjaak Langeslag were welcomed by Mr. Paul Beck, CEO of the Floriade 2012, Mr. Bert Stek, Financial Director and Mr. Sven Stimac, Project Director.

In a very informative presentation the several aspects of Floriade 2012, i.e. design, themes, potential numbers of visitors in the Netherlands, Germany and Belgium, accommodation, events, participants, after use of the park, and (commercial) partners were highlighted. The AIPH team had the opportunity to discuss these topics and to ask several questions.

The overall theme is “Be part of the theatre in nature, get closer to the quality of life”. The site, 66 hectares in total, consists of five thematic landscape areas: Relax & Heal; Green Engine; Education & Innovation; Environment; World Show Stage. Companies and countries can indicate in which theme part of the exhibition they want to participate.

During the tour over the park, the AIPH team was impressed by the progress that was seen and by the very surprising elements in the landscape design. The visitors in 2012 certainly will be anxious to discover every next element of the exhibition. As Mr. Beck stated: “Floriade 2012 is not selling entrance tickets, but offering a day of experience…”.

The AIPH team concluded they would positively advice AIPH Council about this Floriade site inspection and stimulate AIPH members to participate in this World Horticultural Exhibition.

For an impression and for more information, please visit www.Floriade.nl.

Floriade 2012 increasingly international

A delegation of the Indonesian government has visited the Floriade. During the visit, Indonesia has officially registered to take part Floriade 2012. Also a delegation from Yemen to Venlo traveled to officially sign up for participation.

The entry of Indonesia has a total area of 1000 m2 and will have a prominent place on the theme of World Show Stage field. Indonesia has in the past many impressive submissions provided at exhibitions. At Floriade 2002, Indonesia has won first prize for the best country submission. The country is now in consultation with the Floriade team working on the design.

By submission of Yemen is a typical Yemeni horticultural product focus: the coffee bean. The exhibit has a total area of 500 m2 and is located at World Show Stage. This will include a coffee plantation to be built. There is also a pavilion constructed in terms of architectural style typical of the country.

Currently 26 countries have indicated their intent to participate in Floriade 2012. This is the target for 2010 amply achieved. Finally there are 40 country entries expected.

Holland Naturally 2012

In handing over a red cherry to Jos Vranken, CEO Dutch Board of Tourism & Conventions (NBTC) and Paul Beck, director of Floriade 2012, State Secretary Heemskerk year the international event 'Holland Naturally 2012 "was launched.The event puts years, with the world horticultural exhibition Floriade as a supporting element in Venlo, the 'green' credentials of the Netherlands in the spotlight. Purpose of Holland Naturally 2012 to 200,000 extra foreign visitors to the Netherlands to withdraw.

On the basis of four themes zooms Holland Naturally 2012 on innovation, sustainability, health and diversity of nature in the Netherlands. The four topics include aspects of 'Green in and around the cities',' Active in the Dutch nature ',' Wellness: health, relaxation and recreation in nature "and" Authentic Netherlands: water, skies and landscapes. "Naturally Holland 2012 offers opportunities for many (tourist) parties. It is through the efforts of the four themes is the variety of the Netherlands to his right, "said Jos Vranken.

Floriade 2012 supporting element

Floriade is the supporting element of Holland Naturally 2012. The world horticultural exhibition, which takes place once every ten years, is currently under construction in Venlo. Paul Beck: "Floriade 2012 tells the story of horticulture based on five core themes: Relax & Heal, Green Engine, Education & Innovation, Environment and World Show Stage and will end well with the event year.It is expected that around the Floriade will attract 2 million visitors.

Important event year

Once every two years, NBTC organized in cooperation with the Ministry of Economic Affairs a year international event that is central to the promotion and marketing of the Netherlands. In 2006 Rembrandt was 400, Holland Art Cities in 2009/2010 and in 2012 Holland Naturally 2012.Jos Vranken: "An international event years contributes to more foreign visitors to the Netherlands, a longer time, generate greater awareness with the Netherlands and contributes to a better image of the Netherlands.It also reinforces a year event, the product / market combinations, provides the opportunity for (new) partnerships and pooling of forces. "

Floriade 2012 World Horticultural Expo Garden Tour Including Keukenhof April 19th - 27th, 2012

Yes, it is in 2012 but Floriade happens only ONCE EVERY TEN YEARS so make sure you have your spot reserved on this special tour as it is already over 50% Booked!

FOR IMMEDIATE RELEASE

PRLog (Press Release) – Oct 20, 2010 – Yes, it is in 2012 but Floriade happens only ONCE EVERY TEN YEARS so make sure you have your spot reserved on this special tour as it is already over 50% Booked! Visitors to Floriade 2012 in Venlo will have the opportunity to enjoy the world's most exquisite and exceptional flowers, plants, trees, fruits and vegetables. At Floriade 2012 you will experience nature. Using the senses of sight, hearing, taste, touch and smell you will experience firsthand the influence horticulture has on the quality of our daily lives. Floriade is a World Horticultural Expo staged once every ten years in the Netherlands. Sustainable, pioneering architectural eye catchers, as never seen before, will be shown for the first time at Floriade 2012. With countless exciting, innovative and educational attractions and activities, various restaurants and friendly, welcoming cafes you will love your day at Floriade.

Our Spring Tour Includes:

Keukenhof at its most beautiful! An unprecedented wealth of spectacular floral displays planted in endless varieties, alternated with beautiful works of art. Keukenhof is unique, world famous and has been one of the most popular destinations in the Netherlands for many years now.

Hortus Bulborum - with its 4,200 spring-flowering historical bulbs. This collection consists primarily of tulips, narcissus and hyacinths, but there is also a small number of Fritillaria and crocus, primarily the C.vernus types. The Fritillaria persica on display was already in cultivation as early as 1577, while the oldest narcissus is several centuries older yet. The garden, therefore, provides a fascinating overview of these immensely popular spring bloomers grown through the centuries.

Van Gogh Museum - A visit to the Van Gogh Museum is a unique experience. The museum contains the largest collection of paintings by Vincent van Gogh in the world. It provides the opportunity to keep track of the artist's developments, or compare his paintings to works by other artists from the 19th century in the collection.

Afternoon Canal Cruise in Amsterdam - Enjoy the best cruise through 17th century Amsterdam. Holland’s capital has 160 canals and 1000 bridges. Experience Amsterdam from the water. Cruising through a number of Amsterdam’s canals, this cruise passes along some of the city’s most beautiful spots. While gliding through the old centre of the city you see elegant merchant’s mansions, carillon-crowned churches and the warehouses with their rich history from Holland’s Golden Age.

Aalsmeer Flower Auction - 'The world marketplace for flowers and plants' - Every day Bloemenveiling Aalsmeer sets the world price for flowers and plants. This happens by bringing supply and demand together by means of the auction clock- a fascinating process during which large and small batches of flowers are sold within fractions of seconds. Each day, 19 million flowers and two million plants are sold through 13 clocks at 'Bloemenveiling Aalsmeer'. It takes place within an area of almost one million m2.

Amsterdam Botanical Gardens – The Hortus Botanicus Amsterdam is one of the oldest botanic gardens in the world. Today, there are more than 4,000 plant species growing in the garden and greenhouses. The Hortus is located in the Plantage district on the edge of the hectic center of Amsterdam. Behind the 300-year-old gates, however, the bustle of the city seems to disappear.

Paleis Het Loo - Paleis Het Loo is a palace, more than three hundred years old, right in the heart of the Netherlands, close to the town of Apeldoorn. The former royal residence has been open to the public since in 1984 after undergoing substantial restoration work. The sumptuously furnished interiors give an impression of how the Dutch royal family lived here for three centuries. The reconstructed gardens breathe the atmosphere of their seventeenth century origin with their fountains and elegantly box-lined parterres. The palace’s setting in one of Holland’s most beautiful nature areas makes a visit a real delight at any time of year.

This is a delightful spring tour and is already over 50% booked! … reserve your spot today. Much more of the tour can be seen at www.gardeningtours.com or email Donna at donna@icangarden.com

# # #

Presenting unique garden tours around the world since 1998. ICanGarden.com is Canada's largest Internet gardening resource site and has been providing free information to gardeners of all experience levels from amateur to master gardeners since 1996. Donna Dawson, a master gardener and formerly from St. Albert Alberta Canada, now residing in Panama City, Panama is a co-author of three gardening books.

www.gardeningtours.com is their tours only site where you will find unique and very special tours for gardeners and lovers of gardens.

Donna Dawson, Master Gardener

Director Region 7 Garden Writers Association
Affiliate Member Canadian Institute of Travel Counsellors
Member North American Travel Journalists Association
http://www.ICanGarden.com
http://www.gardeningtours.com
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Floriade 2012 At A Glance

Floriade Netherlands

When is it? Floriade is held during the summer in the Netherlands once every 10 years. The last one was held in 2002 and the next one will be in 2012.

Ticketing? Ticket prices aren’t posted yet.

Indoors/Outdoors, Facility? Outside with Marquees built for the occasion. Floriade is an international exhibition of flowers and gardening, held every 10 years in The Netherlands. The locations varies:

1960 – Rotterdam (Het Park)

1972 – Amsterdam (Amstelpark)

1982 – Amsterdam (Gaasperplas)

1992 – The Hague/Zoetermeer (Rokkeveen-West)

2002 – Haarlemmermeer (Haarlemmermeerse Bos/De Groene Weelde)

The next event is to be held:

• 2012 – Venlo: With the theme “Be part of the theatre in nature; get closer to the quality of life“.

The terrain chosen for the upcoming event also differs from previous events, being located in the South-Eastern quarter of the country, and not on drained land to the West.

Size?

• Duration: 180 days
• Period: April – October 2012
• Surface area: 66 hectares, of which 40 hectares of exhibition site
• At least 2 million visitors
• 90 Dutch exhibitors
• 25 international exhibitors
• Parking capacity 4500 and 200 touring cars
• Theme: ‘Be part of the theatre in nature; get closer to the quality of life!’
• Subthemes: Relax & heal, Green Engine, education & Innovation, Environment and World Show Stage

Organizer? Every ten year a new organization is founded for the organization of the Floriade. The traditional originator however is the Dutch Horticulture Council. In 2004 the Region Venlo has submitted an official petition, a bidbook. This petition met all the requirements and made Region Venlo the second originator of the Floriade 2012.

History? A good general discussion on the history of the Floriade can be found inGrounds for Review: The Garden Festival in Urban Planning and Design” by Andrew Theokas. The Floriade is a World Horticulture Fair. World Fairs are major international exhibitions that have taken place in various countries since 1851. They give nations the opportunity to sketch out a picture of their economic, social, cultural and technical development. A building or a work of art is often left behind, such as the Eiffel Tower in Paris or the Atomium in Brussels.

Responses to the show…My own opinion of the show – if I have been there…reviews, blog comments…whatever I can find from peoplewho have actually attended or participated: I went to the 2002 show. I have to say I didn’t find the show overly exciting. The site was too big and too open and to me didn’t seem to cocoon like a garden should. There was no sense of continuity in the show either. It all felt very plopped down in the middle of no-where and while a lot of effort went in to it there seemed to be just lots of elements that didn’t really come together for me. – So that is my review…not that great…but I have to make a caveat to this review…there may have been no way that I would have enjoyed my Floriade day. I was about 5 months pregnant, and my husband and I rented bikes to ride to the show (which was much further away from Amsterdam than it appears). Our ride to the show seems to take an eternity and the thought of the ride back was making me a very unenthusiastic attendee.

Here are some differing opinions and soe images from 2002.

1. Tree, 2. Flowerbeds, 3. Crayons, 4. Floriade From Above, 5. Floriade, 6. Floriade, 7. Den Haag (Zoetermeer)- Sample of Madurodam at Floriade, 8. Floriade 2002, 9. Floriade 2002, 10. Floriade 2002, 11. Floriade 2002, 12. Floriade 2002, 13. Floriade 2002, 14.Floriade 2002, 15. Floriade 2002

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Sodexo gastronomic partner

Sodexo will be the main strategic partner for the catering services at Floriade 2012. This was announced today in a joint declaration. The Floriade site will offer facilities including five themed restaurants, five kiosks and an international “Food Festival”. Sodexo will be responsible for managing all these facilities.

The contract was awarded to Sodexo following a two year selection procedure. Paul Beck, Managing Director of Floriade 2012, is convinced that Sodexo Prestige, the catering and events services division of the Sodexo group, will perfectly interpret the hospitality and catering concept of Floriade. “In Sodexo we have found a stable partner capable of making a fantastic contribution to the success of this Floriade, both at management and at strategic level. Sodexo is a large, international enterprise with an eye for detail, as well as being a company that highly values the regional and seasonal aspects of the resources it uses. Sodexo also enjoys an excellent reputation for its key commitment to sustainability: this complements our own philosophy perfectly.”

Hospitality and catering concept

Floriade has developed a concept for the hospitality and catering services. The Floriade aims to promote Dutch horticultural products using this concept as a platform. There is a heavy emphasis on regional and seasonal products.
The concept intends the hospitality and catering services to be an integral part of the total Floriade experience and not a separate element. Nutrition is one of the spearheads of this Floriade. Sodexo understood perfectly how best to interpret this theme in the experience provided by the restaurants, whereby the pricing was also a decisive aspect.

Regional focus
Hans Rijnierse, CEO of Sodexo is proud to be working in cooperation with Floriade. “In the interpretation of the hospitality concept and the range of products we will focus on sourcing and using regional and seasonal products. In addition, we will also be cooperating with a number of regional companies. As well as this, we will offer work to the hundreds of temporary employees needed to staff the catering facilities during Floriade. Together we are going to make this event a resounding success.”

The names of the local companies that will be participating in the hospitality programme will be announced shortly: the procedure has been completed.

Theme
The Floriade park is home to five themed zones. Each themed zone will have a restaurant offering an average of 600 seats. Additionally, each zone will feature a kiosk and mobile points of sale will be used on peak days.

The style and range offered by the restaurants and other hospitality outlets will reflect the different themes. For instance, the Relax & Heal zone - where relaxation and health are the focal points - will have an Asian style restaurant, with a menu including a selection of Thai dishes. On the avenue near the World Show Stage zone an international food festival showcasing dishes from kitchens all over the world and local products will be organised. In the Education & Innovation zone, where the leading role is for fruit and vegetables, the focus will be on typical, traditional Dutch products.

First flower bulbs planted

Last month the first flower bulbs for Floriade 2012 were planted. No fewer than 67,000 naturalising flower bulbs went into the soil in the Kapelbos in the Environment themed zone. They were joined by some 6700 perennials.

One of the designers of the flower bulb concept for the Floriade park is Jacqueline van der Kloet, in cooperation with the landscape architects at ARCADIS. In the Netherlands, Jacqueline van der Kloet has devised planting schemes for projects such as the Keukenhof, the Efteling, Artis and previous editions of Floriade. She has also worked on many major projects abroad.

In the autumn of 2011 more flower bulbs will be planted throughout the whole park.

China participates at Floriade 2012

The contract was signed today at the World Expo in Shanghai confirming China's participation at Floriade 2012. Part of the contract is that China will participate at Floriade with an exhibit of 1500 m2, which makes China one of the major participants at the World Horticulture Expo. The focus will be on ancient traditions and new innovation in Chinese horticulture. The further specifications of the exhibit will be detailed in the coming months.

Representatives of the China Flower Association signed the participation contract on behalf of the Chinese government in Happy Street, the Holland pavilion at the World Expo.

Managing Director Paul Beck and Commissioner General Dzsingisz Gabor signed the contract on behalf of Floriade 2012. Paul Beck spoke of a decisive moment in the realisation of Floriade: “Talks have been held for some time now between China and the Floriade about China's participation. We are extremely pleased that China has agreed to participate. With some 550 days before the opening of Floriade 2012, the official signing in the impressive surroundings of the World Expo in Shanghai will act as an extra incentive and energise us to take the Floriade to even greater heights. China, a country with such a rich tradition of exhibitions, will be a huge inspiration for other participants at Floriade 2012.”

Hubert Bruls, chairman of the Regio Venlo, also attended the signing. "We are delighted with China's presence at Floriade. China's participation offers the Regio Venlo an outstanding opportunity to present itself to this economic power. This will reinforce the contacts with numerous Chinese businesses. I am convinced this will result in huge benefits for the Regio Venlo.”

At the moment, some 24 countries have indicated their intention to participate at Floriade 2012. The organisers hope to ultimately welcome 40 participating countries. The participating countries will have the opportunity to organise their own nationally-themed days, which will also be reflected in the programme of culture and entertainment.

Turkey signs intention to participate

A large delegation representing the Turkish government and the Turkish horticultural sector visited the Floriade site in Venlo. During the visit a declaration of intent was signed for the participation of Turkey at Floriade 2012.

The delegation enjoyed an extensive guided tour of the Floriade park. The Turkish exhibit will occupy a total area of 1000 m2 in the World Show Stage themed zone. Turkey would also like to exhibit in Villa Flora, where ever changing exhibitions of flowers will be showcased during Floriade 2012. The pavilion will have a traditional Turkish atmosphere, and will communicate an innovative message.

Participation at Floriade 2012 is also of symbolic significance for the Turkish government: in 2012, it will be precisely 400 years ago that Turkey and the Netherlands became trading partners. In addition, Antayla in Turkey will also be hosting an official World Horticultural Expo in 2016.

First pile of Innovatoren laid

The official start of construction of the Innovatoren took place on the Floriade site in Venlo. During Floriade 2012, this structure will act as the entrance for the more than 2 million visitors. After the Floriade it will be used as a knowledge and innovation centre forming part of the Venlo GreenPark business park.

A large crowd of guests gathered to watch the first pile of the Innovatoren being laid this afternoon. Among those attending were Sven Stimac, Project Director at Floriade, and Deputy Ger Driessen of the Province of Limburg. The Province of Limburg has financed the building of the Innovatoren.

The Innovatoren was designed by the former Chief Government Architect of the Netherlands Jo Coenen and will be built by BAM Utiliteitsbouw Eindhoven. The Innovatoren has a total floor surface area of 6000 square metres and its 10 storeys reach a height of 70 metres, making it the tallest structure in the Venlo region.

The glass atrium at the front of the tower will form the entrance to the Floriade park. In line with the Floriade Venlo Principles the Innovatoren will be built with sustainability in mind and will use 20 - 25% less energy than a traditional building. Construction is scheduled for completion in December 2011.

The start of building operations is an important moment for the Floriade organisers. Last month saw the start of construction of the other permanent building on the Floriade site: Villa Flora. During Florade 2012, this building will offer a stage for the ever-changing exhibition of flowers and after Floriade will provide commercial space on Venlo GreenPark. Earlier this week the design for the bridge over the A73 motorway was revealed. This bridge leads to the Innovatoren.

These prestigious buildings will form permanent landmarks in the region, just like the Euromast after the Floriade in Rotterdam ended.

Start pavilion arboriculture sector

Last April, a shower of droplets at the base of the ' tree of life' signalled the symbolic start of construction work on the pavilion for the arboriculture sector.

The Dutch arboriculture sector is one of the first participants to actually start constructing its exhibit. According to Jan van Leeuwen, vice-chairman of theRaad voor de Boomkwekerij (a cooperative venture between the Nederlandse Bond van Boomkwekers and Anthos), the Floriade has enormous significance for the sector. ”The future is green. Trees and plants have the future, and so do producers of plants and trees. That's why we want to demonstrate the important role of our sector in the future at Floriade. In our pavilion, visitors can literally experience the landscape of arboriculture in the future.”

Sven Stimac, Projects Director at Floriade 2012: “This is a decisive moment for Floriade. The arboriculture sector is the first sector to actually start planting and constructing an exhibit in the park. At the same time this is also the tallest tree that has been planted in the park until now: a wonderful landmark.”

Yggdrasil
Communication advice bureau Imagro and engineers ARCADIS are responsible for the concept and realisation of the Floriade exhibit for the arboricultural sector. Van Leeuwen: “It's a fantastic idea. Yggdrasil, the immense world tree central in Norse mythology has been chosen as the symbol. “Yggdrasil is the axle around which the world revolves”, says Mike Otten, art director at Imagro, and one of the creative brains behind the concept. “The tree which supports the entire world and around which it revolves. Trees and plants are vital for us and for the quality of life. But this fabulous greenery doesn't just appear as if by magic. And certainly not in a world that is becoming increasingly urbanised. The arboriculture sector pays a huge contribution to the quality of life. A contribution that we will visualise with this exhibit at Floriade. The arboriculture sector represents ‘the trunk’, through which the life force flows.

Growth rings
At a later stage, a pattern of growth rings around the axle will show the knowledge and expertise the arboricultural sector possesses, says Van Leeuwen. “Visitors will be amazed and astounded by a sector that they maybe know too little about. Not just by the vision of the sector, but also by our skills and our innovative power.” The pavilion is situated in the Education & Innovation themed zone. This themed zone at the Floriade is all about education, innovation and knowledge transfer.

Gilded watering can
The tree of life had already been planted, but last Monday it was symbolically brought to life on the Floriade site. In front of a group of specially invited guests, Sven Stimac, Project Director at Floriade, Henk Westerhof (chairman Raad voor de Boomkwekerij) and Jan van Leeuwen sprinkled the base of the tree with water from a gilded watering can. This symbolic action paved the way for theRaad voor de Boomkwekerij 's experience pavilion.

Floriade Conference Agency

The company ZIN in Maastricht has been appointed the Floriade Conference Agency: a specialised team that will be responsible for organising and implementing business meetings during the Floriade World Horticultural Expo.

In 2012 the Floriade will be a unique day out for more than two million visitors. But the Floriade Park will also be an outstanding venue for business events. The Floriade Park offers all the necessary facilities and plenty of opportunities for conferences, events and business meetings. Meetings can of course be perfectly combined with a visit to Floriade 2012.

With the Floriade and these conference facilities, Regio Venlo aims to put itself on the map as a convention region. Regio Venlo, whose chief core values are sustainability, exchange of know-how and innovation, will offer ample opportunities for accommodating conferences of any size during the Floriade, but most certainly also before and after the event.

For the Netherlands Horticulture Council, the signing of this contract means yet another step forward towards the realisation of the Floriade as a unique knowledge centre and meeting point for the top of the international horticultural sector and consumers in an attractive and exciting experience park.

Click here for more information on conferences and business events.