Part of the Husqvarna Group, GARDENA is the leading brand for high-quality garden tools in Europe and represented in more than 80 countries all over the world. Our job was to bring a brand of such global reach, with values of well-being, recreation, and fun into just 1 place… the NEC GLEE Exhibition. Garden care is GLEE’s most thriving area, opening its event to over 7,000 key decision-makers, buyers and trendsetters.
GARDENA exhibit at the NEC every year, but that in itself was the challenge. We needed to produce a series of impactful and engaging exhibition materials that would give their brand a real ‘wow’ factor. The same as last year, but different. Due to exhibition stand allocations, GARDENA is positioned slap bang in the middle of all it’s competitors so the creative really had to work hard to achieve standout.
The objectives were to showcase GARDENA’s new product ranges for the year ahead, clearly conveying the benefits and points of difference, as well as promoting the launch of their UK Ambassador Programme. We proposed a series of disruptive exhibition wall panels that blended the narrative of GARDENA’s expertise and heritage in the garden sector with modernity and passion for life. The creative features global key visuals to align with the overall brand image but with a simplified and tailored approach to the GLEE exhibition.
As garden retailing continues to thrive, with double-digit year-on-year growth, the future of the garden care industry continues to look bright. Thanks to our disruptive designs and innovative infographics run throughout the exhibition hall and entrance foyer, GARDENA has been able to transform their allotted spot on the floor plan into a truly experiential space for visitors to immerse themselves in. As a result, GARDENA has secured a prime position as a lead exhibitor for next year.
