The Royal Horticultural Society (RHS) has commissioned full-service event production and brand experience agency, Event Concept | Veevers Carter to deliver an ambitious experiential activation within the Great Pavilion at the RHS Chelsea Flower Show 2017.
The project will include a 215-square-metre installation celebrating achievements in gardening and design, as well as tying together key exhibitions including: Plant of the Year, Master Grower, the RHS Photographic Competition, and RHS Garden Advisory. The activation, entitled The RHS Experience will be unveiled within the Great Pavilion at the RHS Chelsea Flower Show from May 23 – 27 2017.
The installation will be split into wellness, wildlife, advisory, and urban zones; all of which will include sponsorship and various other opportunities for supporting brands to get involved.
Event Concept | Veevers Carter group worked across every element from conceptual design and brand messaging to onsite project management and planting.
The appointment follows last year’s highly successful and award-winning activation, Behind Every Great Florist, for New Covent Garden Flower Market which paid homage to HM The Queen on her 90th birthday. The design, which won Gold at the Chelsea Flower Show, subsequently became an international icon of the 2016 showcase.
Ming Veevers Carter, Creative Director for Event Concept | Veevers Carter, said: “The RHS wanted an installation which matched the immersive and elaborate designs being showcased each year by those who take part in the exhibition. 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.”
