Euroflora: 58 years and counting (the first edition was held in 1966)! Euroflora is the only Italian plant and flower show among those recognised in Europe by AIPH – International Association of Horticultural Producers - in the category International Horticutural Show 2025. From 24 April to 4 May 2025, Genoa will once more be pervaded by its magic, says the organising Porto Antico di Genova Spa.

The event is organised by Porto Antico di Genova Spa in cooperation with Genoa Municipality, the Liguria Region, and Genoa's Chamber of Commerce. Following the 2018 and 2022 editions held in the Parks and Museums of Nervi, in 2025 Euroflora will be back to its original venue, the former fair and exhibition centre, which is currently undergoing extensive urban regeneration works based on a project by Genoa-born architect Renzo Piano. Participation in the flower show is open to individual companies as well as Italian and foreign production districts, regional collectives, municipalities (which are currently making considerable investments to reclaim urban green spaces, also meant as places that enhance social interactions), institutional bodies, universities, professional schools and research centres, designers and master florists. 

Reborn in a new contemporary key

“With every new edition – stated Mauro Ferrando, the Chairman of Porto Antico di Genova Spa, during today's press conference - Euroflora is reborn in a new contemporary key, always capable of meeting the needs of the floriculture and nursery gardening sector through wonderful installations and innovative solutions. Euroflora promotes a healthier and more aware lifestyle and use of plants and flowers, including in particularly challenging environmental conditions and unconventional locations, with the goal of bringing nature back into our daily life". The 2025 edition will travel ‘back to the future’, returning Euroflora to its original location, now extensively renovated in both form and content. 

The exhibition spaces 

The new Eastern Waterfront will still include a number of locations designed to host trade fairs and exhibitions. This means that Euroflora will extend over a wide range of spaces facing the sea, ideal to display all possible kinds of products - from nursery plants to flowering ones, from cut flowers amd flower arrangements to Bonsai collections and original installations by different designers. Cutting-edge technical solutions for gardens will also be showcased, focusing on water saving and the selection of plants that well fit every garden's specific environmental and climatic conditions. Not to mention the unique beauty of trees and shrubs. The 'reborn' Euroflora will welcome visitors to the new thirty-thousand-square-meter urban park, lead them to admire the spectacular cylinder inside the Palasport Pavilion, continue in the outdoor areas by the sea and then along a floating path consisting of 51 pontoons installed in the docks, and finally reach the large Jean Nouvel Pavilion, totalling an area equivalent to nearly 14 football fields.

Thanks to the new layout, these tree sections will have available the generous exhibition areas on the upper floor of the Jean Nouvel Pavilion, large enough to also host the Green Market. Here, visitors will not only be able to buy plants and flowers, but also find gardening equipment and tools, outdoor furniture and furnishings, and business services.

The project

Euroflora's architectural project – designed by architect Matteo Fraschini representing URGES – Gruppo Valagussa - is unprecedented in both form and substance and revolves around the idea of nature gradually reclaiming urban spaces.

The exhibition will unravel as a constant dialogue with art that will engage all the senses. Several highly symbolic elements taking inspiration from the Masters of Contemporary Art, such as the Cretto di Burri (crack of Burri) and Pollock's drip painting technique, will outline the macro layout of the display while also drawing the public's attention to contemporary issues like water scarcity, the interaction between natural and built landscapes, and the need for a simpler and more natural lifestyle.

The project concept underscores the importance of soil, as the element representing Man's primordial interaction with nature, the one we stand and live upon, and the one connecting water and the sky. Its tactile qualities make it a living, pliable and amazing resource, an element that should be known and experienced through our sight and touch. Soil is a thick surface which man interacts with - the meeting point between natural and artificial resources and between nature and man's activity. Such is the Italian, European, and Mediterranean landscape.

The concept of soil as a ductile, workable surface is visually expressed by a series of sculptures in the form of large-sized Origamis – representations of a simple, day-to-day activity that can become a form of art. Their function in the general layout is that of landmarks identifying the core themes of the various exhibition areas and thereby helping visitors find their way around the show by. The deep interaction between man and nature can also be found in the many arenas set up along the entire exhibition itinerary, meant as places to share knowledge and grow as a community.

Sustainability, aiming at the ISO 20121 certification

Euroflora has always been a 'green' event by definition, as the natural outcome of a clear choice and of its history. For several years now, Euroflora has been committed to maximising separate waste collection, considerably reducing the use of plastic and plastic-derived materials in both exhibition and refreshment areas, and using FCP paper for advertising materials while also relying more on online communication channels. 

Porto Antico di Genova is now aiming to be certified to standard ISO 20121, the international standard for sustainable event management. The use of public transport to reach the Show venue will be maximised, making available parking places exclusively for service vehicles and visitors with disabilities. 

The Italian market

Despite the currently uncertain international political scenario, Italy's floriculture and nursery gardening sector has witnessed a positive trend over the last few years, exceeding €3 billion in production value in 2022 thanks to the work of over 17,000 companies and 45,000 hectares of cropped land (data provided by the Italian Statistical Institute, ISTAT). Italy is the second European exporter of horticultural and flower products, with exports topping €1.2 billion (a new record) in value and an upward trend in production that ensures a positive trade balance. 

New trends

A special competition targeted at designers, organised in cooperation with sector professional registers and associations, will be announced over the next few weeks on Euroflora's website. Being able to rely on larger exhibition grounds than in the past allowed the organisers to double the areas available for the competition: 10 of them will be reserved for designers under the age of 30; another 10 for participants above 30. 

Euroflora's B2B initiatives

Following the success of 2022, Euroflora's cooperation with Agenzia ICE (Italian Trade & Investment Agency) will grow stronger in 2025, welcoming over 60 top buyers from mature markets, Eastern Europe, the Adriatic region and the Middle East, plus a vertical marketing campaign in the main target countries. Following the precious suggestions received from professional associations, for the first time in the Show's history, on Monday 28 April accredited professional operators will get free access to the Show and have available dedicated areas for business meetings.