RHS Chelsea Flower Show 2017 saw Event Concept | Veevers Carter appointed to produce an innovative and experiential activation for the Royal Horticultural Society. Within the grounds of the Royal Hospital Chelsea, where the flower show has been held every year since 1913, over 500 exhibitors set up for over 165,000 visitors over six days. Our brief was to create a visually impactful exhibition stand which engaged attendees, enhanced their experience and conveyed the key brand messages for the RHS. The RHS wanted an installation which matched the immersive and elaborate designs being showcased each year by those who take part in the exhibition, such as our 2016 gold-medal wining Behind Every Great Florist. Thus, The RHS Experience was born.
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”.
The RHS Experience was unveiled in the centre of The Great Pavilion on Monday 22nd May, the first day of the show, with a visit by Her Majesty The Queen. The installation was divided into wellness, wildlife, advisory, and urban zones for attendees to explore. Each zone communicated a specific brand message for the RHS, such as the role horticulture plays in promoting positive mental health (Wellness) and the society’s work in ‘greening’ metropolitan areas (Urban). Tens of thousands of attendees visited The RHS Experience, explored its zones, viewed key exhibitions such as Plant of the Year, Product of the Year, Master Grower, and the RHS Photographic Competition, and sought horticultural advice from knowledgeable botanists and gardeners.
The end-to-end production, saw the Event Concept | Veevers Carter group work across every element from conceptual design and brand messaging to onsite project management and planting. Working closely with the RHS to understand their overall objectives, our holistic approach enabled us to create a bespoke exhibition stand that increased their share of voice and redefined their presence at the flower show.