When an event only happens once every 10 years it must be big, and Floriade, the largest horticultural fair in the world, is no exception. BRC Imagination Arts is honored to have been entrusted by the Netherlands Horticulture Council to develop the overall concept design, theme and unifying story for Floriade 2012.

Spanning well over 100 acres, BRC’s master plan envisions Floriade 2012 as a captivating “green experience” event that champions progressive, entrepreneurial horticulture as a key to improving the quality of life for people in The Netherlands and around the world. From a colorful and magical Welcome Garden, to a multi-screen media show that highlights the drama and power of the natural world, to a live spectacular that integrates giant LED screens on the floor, walls, and ceiling will immerse visitors to Floriade 2012 in the underlying theme, “Nature as Theatre.” Multiple “experience zones,” touching upon a diversity of topics, including the role of innovation in the flower and garden business, and horticulture as a “green” engine for change will ensure a lasting a memorable visit for everyone.