The Retail Lab @ Glee was introduced in 2017 to showcase the latest trends within the garden industry, whilst also providing retailers with hands on advice and inspirational content that they can take back to their own stores to drive sales in 2018 and beyond. The response to this new area surpassed expectations, with suppliers and retailers remarking on the immediate ‘take home’ value of the Lab’s content. Now, with just five months to go until the doors open on the 44th annual Glee exhibition (10th – 12th September, NEC Birmingham), details regarding the 2018 Retail Lab – in association with the HTA – have been revealed.
This year the Retail Lab will focus on bringing Happy Gardening to the fore. This trend builds on much of the content showcased within the 2017 Retail Lab but will dig a little deeper into the many ways that gardening can enhance our lives. From getting outdoors more, to bringing together communities and families over the simple act of nurturing plants, fruit and vegetables, Happy Gardening is quite simply a theme which encourages us to get dirt under our nails, make mistakes, try something new, and celebrate the act of interacting with gardens, plants and the great outdoors.
Complementing the Happy Gardening theme will be the way in which the Retail Lab is presented at Glee 2018. This year the area will benefit from a strong cubism design, chosen for its ability to be recreated within garden retail environments, as well as being reflective of the pop-up shop culture that has helped to make retailing more agile and able to respond to key trends almost immediately. Additionally, these cubes are representative of urban living – an area where bringing more greenery into the home will greatly improve the quality of life on offer. During the show, these ‘cubes’ will be created to help visitors to the Retail Lab go on a journey through both the Happy Gardening theme, as well as within the retail environment, providing inspiration at every step and showcasing how to maximise multiple sales through clever merchandising displays.
Once again, the Retail Lab @ Glee will be created in partnership with a panel of industry experts, led by Creative Director, Romeo Sommers of ByRomeo, with Paula Parker of PP8 Marketing heading up the day-to-day management of this pivotal show feature. Lisa White, Head and Creative Director of WGSN Lifestyle & Interiors, will return to the Retail Lab in 2018, bringing with her a wealth of industry and trend insight, whilst GES has also been confirmed as the 2018 stand contractors, helping to bring the Retail Lab concepts to life.
In additional to the amazing team behind the Retail Lab, the area will also be supported by a number of sponsors. Woodlodge, Hozelock, Cadix, Scheurich, Elho, Ivyline and Air So Pure are confirmed as 2018 Preferred Supplier Partners, providing them a wealth of opportunity to promote their brand and latest product innovations.
Matthew Mein, Glee Event Director said: “Last year marked a superb launch of the Retail Lab @ Glee. From the industry support backing the concept from day one, to the amazing trend information, and supplier sponsorship, it all came together to create one of the most exciting and innovative features Glee has ever seen – not to mention the BBC Breakfast coverage that placed the Retail Lab in 1.8million homes on the first day of the show! This year, we will be working even harder to deliver even more added value. We believe that every single visitor to Glee – be they retailer or supplier – can visit the Retail Lab and walk away having learnt something new, be inspired or consider a new way of thinking. It’s an exciting prospect being able to develop this in 2018, and we look forward to sharing more details as we move closer to the September exhibition.”
Recognising the value of the Retail Lab @ Glee, a dedicated point of contact has been put in place within the Glee team – Daniel McAlpin. Daniel will be working closely with the Retail Lab panel of experts to maximise exhibitor involvement, as well as finalising any sponsorship opportunities. To find out more please email Daniel via Daniel.mcaplin@gleebirmingham.com or call +44 (0)20 3033 2206.
Pull out box
An interview with Romeo Sommers, Retail Lab Creative Director
The Happy Gardening theme – what is it, and how easy is it for garden retailers to incorporate this into store? And is it influenced by any wider trends?
Happy Gardening is about showing everybody, even those who have no experience with gardening, that it should be fun, that you’re allowed to make mistakes, and the fun part is harvesting your own crop from your vegetable garden or cutting flowers and putting them in the vase. People new to gardening are often overwhelmed by the prospect of gardening. Happy Gardening is about learning that failure is ok; not be afraid to try new things and experience the fun side of growing.
Think of gardening like a beautifully dressed mannequin. You see the outfit and then in the same area you find everything you need such as the trousers, the shirt, the pullovers; everything is there in the right colour combination, and this should be the same in garden centres. For garden centres it is easy to incorporate, but it means they have to change their mind-set. Plants, pots, soil and additional decoration need to be stocked together for this to increase turnover in your garden centre.
Talking about the elements of the Retail Lab – this year there will be a strong cubism theme. Where has this come from and who does this appeal to? How easy will it for UK retailers to implement in store?
I have seen a lot of cubes and frames on my travels, it’s an ever-growing trend. I spoke to Lisa White from WGSN who has also witnessed an increase in the popularity of cubism, so we knew it was a theme that we could adopt. Working with cubism in garden centres is easy because it creates a focal point for the customer in store, a resting point for the eyes. Products really stand out when cubism is incorporated as a display method, and it can have real commercial gains for a garden centre.
Colour was a major component of the Retail Lab last year – looking to the Retail Lab 2018, how important is colour to ‘Happy Gardening’?
Colour is big in fashion and interior design. I recently read an article about new flower bouquets, where they mentioned ‘think outside of the box and consider strange colour combinations…..“make it happy”. This is something that we will really work with in the 2018 Retail Lab. I naturally work in colour blocks, so when a customer says ‘I want to have a white garden, a yellow garden or a red garden – it’s easier for me to put together the right combination of plants. Colours can help the customer to select the right plants, it’s a spot-on trend.
For you, what is the most exciting aspect about the Retail Lab for 2018?
We are going to try a new way of working this year. This includes the structure, the colours, and the materials that we are going to use. People have challenged us to be a bit more out of the box and I think that’s what we’ve done. What we have created will hopefully trigger ideas and inspire many more people.
We’re going to show some new things, and I want to show a different way of presenting products and different combinations that can be recreated in store. “Feel good” is also a great trend that I want to build on within this year’s Retail Lab. Last year we had the oxygen bubble to show what plants do for you, now I want to go a step further – what does the colour do for you? What does the scent do for you?
Another theme I am looking forward to is ‘Easy gardening’. People say ‘I don’t have enough time to work in the garden, to maintain the plants and flowers’, but we have so many products that help us to maintain a garden in a very easy way. We want them to see gardening could simply be a matter of including a potted plant in the house or in the garden, which can be enjoyed without having to work too hard. And of course, pets are now considered an extra member of the family. Humanisation is a very interesting trend that we are going to focus on to showcase what we can do with pets and plants.
For any brands out there interested in the Retail Lab – what benefits are there of getting involved?
Working with somebody that you’ve not worked with before and seeing new combinations you’d never thought of can be commercially beneficial. For one company, in 2017, I combined two lines they had which they’d never done before. The idea turned out to be hugely successful for them and they received a lot of PR through the press as a result. That was a huge benefit for them. The fun part of a project like the Retail Lab is companies can grow and learn new things together from participating. So, if you’d like to take part, get in touch.
Ends
For more information, interviews or images please contact:
Kimberley Hornby, Glee PR Team, Hornby Whitefoot PR
Tel: 07851 610573 Email: kimberley@hornbywhitefootpr.co.uk
Notes to editors:
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Glee is an Ascential event. www.gleebirmingham.com
About Ascential plc
Ascential plc is a global business-to-business information company that informs and connects the business world in 150 countries through market-leading Exhibitions & Festivals and Information Services.
Ascential powers the prestigious Cannes Lions festival for the branded communications industry, the world’s premier payments and financial services congress Money20/20, Spring Fair/Autumn Fair, the global fashion trend forecasting service WGSN, environmental risk data business Groundsure, e-commerce analytics provider One Click Retail and advisory and business services firm, MediaLink.
Ascential’s premium products enable focus, growth and value. The company provides customers with world class content and connections empowering their businesses to be the best informed and best connected. www.ascential.com