Decorum inspires at IPM Essen: green, innovation and pure perfection

During Germany’s leading horticultural trade fair, IPM Essen, Decorum made an impressive impact. Across no fewer than four locations, Decorum products were showcased to their full potential, each tailored to a specific target group and presented with carefully selected plants and flowers. One thing became immediately clear: Decorum was visible and tangible everywhere.

Pure Perfection Passion show at the IPM Flower Stage

On Tuesday morning, Decorum kicked off the series of shows at the IPM Flower Stage in FDF World with the Pure Perfection Passion show. Three internationally renowned floral artists, Stefan van Berlo, Joseph Massie and Yulia Medvedyeva, took the audience into their creative world and offered an exclusive behind-the-scenes look at their work. Each designer created an event piece, table arrangement and bouquet, while sharing their vision and techniques.

Joseph Massie demonstrated how branches can serve as a botanical guideline and showed techniques to literally make them ‘float’ within an arrangement. Stefan van Berlo guided the audience through various gluing techniques and presented his signature sheaf-bound frame bouquet. Yulia Medvedyeva impressed with modular origami, a special folding technique in which paper is transformed into a creative base for bouquets and more.

The show was interactive and accessible: visitors were encouraged to ask questions and even participated on stage. Afterwards, everyone went home with a well-filled goodie bag, including a product poster, information on how Decorum safeguards its quality, a discount code for the EMC programme by Tomas de Bruyne and Diana Toma, and a microfiber cloth to make not only your sunglasses but also your vases shine.

After the show, visitors could step into a true flower shop atmosphere at the Decorum stand in FDF World. Seasonal products, flowers and plants created a fresh, green experience. The designers’ creations were given a prominent place, allowing visitors to admire them up close.

New brands in Show Your Colours Garden Centre

In Hall 8, Decorum presented itself with its own stand as well as an inspiring section within the Show Your Colours Garden Centre. Here, visitors were introduced to three new Decorum brands: Oxygen, Green & Easy and Colores.

Together with visitors, Decorum discussed packaging options, POS materials and presentation tools such as display trolleys and garden centre tables.

“We gathered valuable insights and will now continue developing the Green & Easy ‘tree’, which attracted strong interest from many stores,” says Renate Hoogendoorn, senior marketer at Decorum.

Oxygen attracted considerable attention with its mix of green and flowering, highly air-purifying plants. All products are scientifically tested: plants are placed in a glass box, after which a measurable substance is added. Research institute Fytagoras measures how quickly the plant filters this substance from the air. This test is repeated three times, after which the plant receives a score from 1 to 10. Only plants scoring at least a 6 are included in the Oxygen range.

Green & Easy perfectly responds to the growing demand for easy-care plants. Combined with the new presentation method, the Green & Easy ‘tree’, this creates an attractive and practical concept. Hanging plants and potted plants can be presented together. Decorum aims to launch this display during Myplant & Garden in Milan and the Flora Spring Expo in March in Aalsmeer.

Novelties and concepts at the Decorum stand

The Decorum stand was impossible to miss via the main entrance. Here, Decorum presented a wide range of novelties, seasonal products and new concepts.

A highlight was the Calla Arabian Night, a new black Calla, exclusively available at Future Flowers and available from February. Other highlights included Phlebodium Davanna, Begonia Labisa, Gerbera Stitch, Gerbera Bambu and Roselily Rihanna.

Brand-new concepts also made their debut: Carnivorous, the new Decorum concept by Laguna for carnivorous plants, and the Green & Easy pot covers by Winco.

For the first time, Dianthus from Divine Flowers was presented at the Decorum stand. Newly joined grower Tanners Foliage showcased eucalyptus in various lengths (40 to 80 cm), known for its heavy-quality cut foliage. In addition, Hofland Flowering Plants supplied seasonal products such as Dianthus and Schlumbergera, Van Schie presented a new single-flowered lily, not yet available within Decorum, and a rich selection from the Decorum assortment was on display, including Tulips, Alstroemeria, Florinca, Iris, Begonia, Kalanchoë, Primula, Phalaenopsis, standard Azalea and Chrysanthemum.

Trends and inspiration at BLOOM’s

At the BLOOM’s stand, everything revolved around trends and inspiration. Each year, Klaus Wagener, Andrea Rothe and their team identify key trends, which they launch during IPM. Decorum has been collaborating with BLOOM’s for years and also supplied the products for the stand this year.

The five BLOOM’s trends for this season are:

• Gentle & Mindful
  A sheltered, calming environment in which balance takes centre stage. Harmonious colours are complemented by fresh accents in lime, coral and peach.

• Terra & Comfort
  Brown tones symbolise a connection to the earth, combined with a light, contemporary look. Subtle colour accents add refinement and freshness.

• Refreshed & Positive
  Optimism and playfulness dominate. A summery colour palette with red, orange and violet, complemented by accents of cornflower blue.

• Greenish & Diverse
  A green trend full of variation, where urban influences from the seventies meet sustainability and natural materials. Yellow-green tones are enhanced by lush greenery and lime.

• Pure & Elemental
  Inspired by brutalism: powerful shapes, raw materials such as stone and marble, and restrained colours with grey-blue nuances.

With this strong presence, innovative concepts and inspiring collaborations, Decorum demonstrated at IPM Essen what it stands for: quality, creativity and a continuous drive to inspire and connect the green sector.