This time in Turin, Flower design is considered a cultural movement, and offers the novelties in the sector, which bring together fashion, design, interior decor, art, environment. Ecology and technology in a movement which is continually reinventing itself and inspiring others.

The “flower designer” Pietre M.Ldman, Elize Eveleens, Rob Pattel and Sjacco Gerritsen come from Holland, where flowers have been a vital part of the economy and lifestyle for centuries, where flowers are the “lifeblood” of the country, and are “lived” to the point that designer dare to carry out radical transformations: a pure but pliable and ephemeral raw material, though which to express ideas, feelings, symbols, resulting in accessible design modeled on a specific language, as international as music and dance.