The Royal Horticultural Society (RHS) has appointed Event Concept | Veevers Carter to create an experiential activation within the Great Pavilion at the RHS Chelsea Flower Show for 2017.
The project will include an installation celebrating achievement in gardening and design. Key exhibitions include Plant of the Year, Master Growe, the RHS Photographic Competition and RHS Garden Advisory. The project titled The RHS Experience will be revealed at the RHS Chelsea Flower Show.
The production and brand agency company, Event Concept | Veevers Carter, worked on the conceptual design, brand messaging to onsite project management and planting. The installation will be split into wellness, wildlife, advisory and urban zones.
“The RHS wanted an installation which matched the immersive and elaborate designs being showcased each year by those who take part in the exhibition,” said Ming Veevers Carter, creative director for Event Concept | Veevers Carter.
“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.”
The collaboration follows last year’s activation Behind Every Great Florist, for New Covent Garden Flower that was dedicated to HM The Queen on her 90th birthday. The design won Gold at the Chelsea Flower Show.
Clare Greene, deputy show manager for the RHS Chelsea Flower Show, commented: “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.”