MYPLANT & GARDEN 2017 – EVENTS – Hall 20

From TV castings to the exhibition of the projects in the creative contest “Dynamic Gardens” to the “Piazza della Decorazione” – the flower ring where the Italian and international masters challenge and face each other, and the stage for many flower fashion shows . From the Garden Center New Trend – 600 sqm of indoor and outdoor settings that show the future of the gardening world – to the Brand&Landscape Exhibition, which includes all the projects submitted to the international symposium “Brand&Landscape”. From the meetings promoted by 8 well known international design studios to the exhibition about the management of historic gardens. From the conferences with the protagonists of the new distribution channels (GDS Break) to the collage of market analyses, to the Top Products Showcase. Myplant & Garden, in partnership with top level companies, is the great centre of the green culture in Italy.


Gardens of Myplant, 2nd edition.

Myplant & Garden, in partnership with Fondazione Minoprio and with the cooperation of AIAPP, has announced a creative contest. The winning project, selected among 72 by a board composed by the representatives of the Order of the Architects of the Province of Milan, Politecnico di Milano, AIAPP (the Italian Association of Landscape Architecture) and Myplant & Garden – will be built in the headquarters of the Dynamo Camp Association. The Dynamo Camp Onlus Association organizes Recreational Therapy programs for children and teenagers (from 6 to 17) who are being cured or are in the post-hospitalisation period, and are affected by diabetes or chronic pathologies, mainly hematologic, oncologic or neurologic.

The exhibition will present all the submitted projects. The awards ceremony, in which the first four will be awarded a plaque, will take place on Thursday, February 23rd, in the morning.


The casting for the new edition of the Italian TV programme Guerrilla Gardeners will take place exclusively at Myplant and will be broadcast in Spring on LA5.

We are looking for couples (spouses, fiancées, families, friends, colleagues etc…), aged 25-55, who are friendly, passionate about the green world and willing to test their green fingers and take a challenge.


Garden Center New Trend is the event dedicated to the innovation of garden centres and to the changes in the market. It is created and carried out by the designers of MYPLANT&GARDEN, in partnership with the magazine GreenUp and Green House Italia, and organized by the visual designer Erica Cherubini. A selection of brands and products in the hands of a professional team will be the protagonist of the second, awaited edition within the exhibition.

The limited participation will help the visitors interpret the new exhibition and sale trends, and also to emerge in a market that is full of products, and that is in constant search for newer and smarter formats, ideas and solutions. Thematic areas, 4-season windows, setups and an exclusive indoor and outdoor space will keep pace with the colourful and sensory itineraries, that will be full of ideas, emotion and inspiration in order to enhance the identity of a store, its exhibition potential and the quality of the new collections shown.


GDS Break is the collage of daily moments customized for both suppliers and customers of

the green sector. It will be a chance to meet the protagonists of some of the most important

DIY stores and e-commerce sites in Italy, whose areas dedicated to horticulture have been showing positive trends for years. Meetings with: Paolo Valassi, Business Development Manager eBay Inc, Massimo Polato – Purchasing Manager Garden Department at Leroy Merlin Italia, Luca Fanucchi – Area Manager Garden OBI Italia, Paolo Micolucci – Senior Buyer at Brico Io.

Organized by DIYandGARDEN.


Introduction to the specific global market sector, analysis of plants, flowers, pots and equipment, distribution channels; case study: Sweden.

Organized by EUROMONITOR International – introduction by DIYandGARDEN.

Euromonitor International is a worldwide company of market analysis. The “Passport Home and Garden” department gathers and analyses the data of the green market in 54 countries. Euromonitor helps its partner companies make strategic decisions on how, when and where to invest.

Award ceremony - Top Products Showcase Myplant & Garden 2017

The Excellence Plaques Myplant & Garden 2017 will be awarded to the most innovative products selected by an independent board. The competing categories are: new varieties of ornamental plants, new varieties of cut flowers, new assortments and commercial preparations of ornamental plants and cut flowers with a special eco-friendly, environmental-friendly and/or fairtrade meaning, means of production (eco-friendly fertilizers, anti-parasite products etc.), machinery, equipment and manufacturing systems, construction materials and furniture for gardens and landscape.


The Green factory project Area, organized by the architect Sabina Antonini-EN Space network, includes 8 internationally known design studios, that have decided to become the first designers exhibiting at Myplant&Garden. During the 3 fair they will share their work-in-progress “green” projects, they will show innovative solutions, partnerships, contacts and they will meet exhibitors and. We span from Italy to Romania and up to Colombia to follow these names: Studio Cardenas, Cortesi-Guazzoni Architects, Valentin-Sebastian Dan, Esprit Architettura, PIUARCH with Cornelius Gavril, Vittorio Peretto, PN Studio, Maurizio Varratta.

Organized by Sabina Antonini, EN Space network


BRAND & LANDSCAPE: presentation of the exhibition and preview of the submitted, awarded and recommended projects. Organized by PAYSAGE in partnership with the National Council of Architects, Urban Planners, Landscape Architects and Conservationists

Piazza della decorazione, aisles C-D-E, Hall 20

Creativity, innovation, imagination, professional skills and passion: the great international flower decoration masters will meet and share beauty, colours, perfumes and creativity in the Piazza della Decorazione. Six spots chosen to interpret six themes, organized by the floral designer Rudy Casati and in partnership with Fondazione Minoprio: the hall of a luxury hotel, the SPA/wellness area, the Michelin-starred restaurant, the civil wedding, the fashion boutique, the flower boutique. In a “flower ring”, the best masters of the most important Italian schools will challenge their international colleagues with their skills, abilities and dexterity, in order to offer an entertaining show and new ideas to the public and the students.

Among the other, will be on stage Verdant International Floral Design School, GS School, European Athenaeum of Floral Art (EAFA), Flor.I.St. – Associazione Floral Italian Style, Roza Azora School, Upcoming Florist, Fondazione Minoprio. Taste and new ideas will play an important role also in the seventh setting, dedicated to the best decorations for religious weddings, combining –thanks to the creativity of the artist Silvano Erba and the experience of Federfiori – a classic and innovative touch, between romanticism and creativity.

Once again the Piazza della Decorazione will amaze the public with its workshops and settings, contests, new collections, thus offering an important show of accessories, decorations, gift ideas and supplies for professionals, creative people, retailers, shop owners, hotels and events.

FLOWER BOUTIQUE, Piazza della decorazione, stand C09, Hall 20

Dimostrazioni, defilé, decorazioni, acconciature, sartoria floreale e tanta fantasia: questi i contenuti della Flower Boutique di Alba Franzoni, un laboratorio di idee e soluzioni a 360°, vero trend setter per tutti i fioristi e i professionisti della decorazione. Non solo composizioni, ma attrazioni, idee regalo, vetrinistica, accessori e prodotti per fioristi e garden, su piccola e grande scala. Strizzando l’occhio al mondo colorato del flower fashion.


Promoted by Chrysal International, it’s a long three days decoration, trend and meetings event. With the participation of several main sponsors, and the presence of master flower Lucas Jansen-FlowerAcademy.


A picturesque, 90-meter-long boulevard made of resin. IPM Italia’s Urban Design Line, together with a water flow made with mixed technologies accompanies the visitor along the building, planning and design section, thus uniting the world of plants and that of architecture.


A show dedicated to the presentation of the aims and outcomes of the project on the management of historic gardens: promoting the heritage of historic gardens in Lombardy…the management plan as an operational. Since the interest on the historic houses has remarkably grown, gardens have become a new attraction for an ever larger public. It is crucial to promote them, in order to give them new functions that will be not only integrated with the contemporary urban landscape, but also compatible with the historic and architectural setting. The project shown at Myplant has elaborated strategies to enjoy the gardens but also technical instruments such as the Programmed Management Plan, in order to promote public and compatible events, thus integrating the cultural offer the dynamics of tourism. This is how gardens become part of the local economical development. Promoted by ReGiS, Rete dei Giardini Storici, in partnership with Fondazione Minoprio, Scuola Agraria del Parco di Monza.

Sponsored by Fondazione Cariplo.