New Covent Garden Flower Market is to hold its first trade event to inspire and inform flower buyers across London.
The Celebration of London Floristry open day will take place on October 17.
The event is intended to demonstrate the quality and variety of the product available at Covent Garden through tenants’ promotions and the work of some of the capital’s leading floral designers.
Florists will have the opportunity to see the work of some of the UK’s top names in event floristry, who will be staging spot-lit floral displays throughout the market and holding floral design demonstrations on the event stage.
Promotions will be running on tenants’ stands on the day, with offers ranging from free samples to new variety launches and discount offers, as well as a specific promotion on British flowers.
"The event is very much geared to the trade," Liz Anderson, a consultant for the event, told freshinfo. 'The ultimate aim is to increase footfall and the amount that people are spending at the market."
The New Covent Garden Flower Market hosts the most extensive range of foliage, flowers and floral sundries available in the UK and some 75 per cent of London florists buy from the Nine Elms site.
Traders source flowers and foliage from premium growers in the UK, Israel, Italy, South America, Africa, the Netherlands and South East Asia.
UK celebrity florists including Bloomsbury Flowers, Mathew Dickinson, Paula Pryke, Rob van Helden, Robbie Honey, Sells First Impressions and Sophie Hanna are all regular customers. “The sheer range and quality of the materials on offer there is a constant source of inspiration, and gives us our creative edge,” said wedding and event florist Mathew Dickinson, who sources 99 per cent of his fresh flowers, foliage and plants from the market.
Entry to the event is for the floristry trade and strictly by pre-registration only.
To request an invitation or to register for the event call 020 7501 3495 or email tradeevent@cgma.gov.uk.
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