The Royal Horticultural Society (RHS) has appointed leading full-service event production and brand experience agency, Event Concept | Veevers Carter to produce an ambitious experiential activation within the Great Pavilion at the RHS Chelsea Flower Show 2017.
The project will include a 215-square-metre installation celebrating achievements in gardening and design, as well as tying together key exhibitions including: Plant of the Year, Master Grower, the RHS Photographic Competition, and RHS Garden Advisory. The aptly titled, The RHS Experience will be unveiled within the Great Pavilion at the RHS Chelsea Flower Show, 23rd-27th May.
The end-to-end production, has seen the Event Concept | Veevers Carter group work across every element from conceptual design and brand messaging to onsite project management and planting. The installation will be split into wellness, wildlife, advisory, and urban zones; all of which will include sponsorship and various other opportunities for supporting brands to get involved.
The appointment follows last year’s highly successful and award-winning activation, Behind Every Great Florist, for New Covent Garden Flower Market which paid homage to HM The Queen on her 90th birthday. The design, which won Gold at the Chelsea Flower Show, subsequently became an international icon of the 2016 showcase.
Ming Veevers Carter, creative director for event concept | Veevers Carter commented: “The RHS wanted an installation which matched the immersive and elaborate designs being showcased each year by those who take part in the exhibition. The RHS Experience is a bespoke exhibition stand designed to enhance the experience of attendees. It is also a striking piece of contemporary architecture that encapsulates the essence of the RHS Chelsea Flower Show which enabled our teams to showcase the full extent of their creative talents.”
Clare Greene, deputy show manager for the RHS Chelsea Flower Show added: “For us, it was key that the finished exhibit enhanced our charitable purpose. We wanted a partner who could encapsulate the full and rich experience of the exhibition, helping us promote the value of gardens in society, and we could not be more pleased with the design Event Concept | Veevers Carter have produced. They have a well-earned reputation as one of London’s most innovative experiential production companies and, with their floral design capabilities, have not failed to impress. We cannot wait to see the realisation of their fabulous design at RHS Chelsea Flower Show 2017.”