Greenhouse Canada

Expo enters new decade with a distinctive look

March 24, 2011  By Amanda Ryder


Expo enters new decade with a distinctive look
In response to what retail customers want, Landscape
Ontario’s Expo, formerly Garden and Floral Expo, plans a major
transformation for the 2011 show in October.

March 24, 2011 – In response to what retail customers want, Landscape
Ontario’s Expo, formerly Garden and Floral Expo, plans a major
transformation. Building on a recently acquired new name and modern
look, Expo 2011 ushers in the new decade in a new location, with more
suitable dates and show hours, and spotlights on the plant and floral
merchandise showcased by more than 300 vendors.


Expo 2011 moves to the Toronto Congress Centre’s North Building which
provides a perfect setting for the trade show, symposia and exclusive
social events enjoyed by vendors and buyers alike. The clean, modern
design of the building, combined with enhanced lighting effects,
provides the opportunity to merchandise displays in unique ways. The
intent is to delight and surprise visitors and to inspire them to
emulate some of the merchandising concepts in their stores.

“To maximize ROI, we’ve spent lots of time trying to understand what our
customers value and then work really hard to effectively deliver more
than expected,” states Lorraine Ivanoff, Expo show manager. “Like our
customers, we’re in the business of creating extraordinary experiences.
When customers come to Expo, we want them to see what makes a visual
impact. And we demonstrate that visual displays do more than attract
attention — they can boost sales.”

New location                       
North Building (Halls H & I)
Toronto Congress Centre, 650 Dixon Rd, Toronto, ON, M9W 1J1
New dates and hours          
Wednesday, October 19, 2011         10 a.m. – 6 p.m.
Thursday, October 20, 2011            10 a.m. – 4 p.m.
New look                               
Exhibits will have dramatic visual impact created with specialty lighting packages to spotlight merchandise.
Keeping Expo au courant is the responsibility of artistic director
Albert Graves, president of Bloemen Décor, who comments, "From a design
perspective, products always show better with correct lighting. Using
spotlights on booths, instead of general overhead lights, adds warmth to
the products, and creates a theatrical feeling, just like the spotlight
does to a dancer on stage. Lighting sets the right ambiance and puts
the focus where it belongs."
The main functions of Expo are to maximize customer-merchandise contact,
recognize our customers' thirst for product knowledge and facilitate
buying decisions.
"We are excited about the new direction the show is moving towards. With
the new North Building and the ambient lighting, the focus will be on
products and the overall atmosphere. This setting will provide
exhibitors a new means of connection to build business relationships."
adds Beth Edney CLD of
 Designs By The Yard, new chair for Landscape
Ontario’s show committee. As a design professional, Edney is the ideal
leader to take the show into the new decade.
Visitors to Expo include retail florists, garden centres, gift boutiques
and mass merchants, landscape architects, contractors, designers and
greenhouse growers. According to a visitor survey conducted in 2010, 90
per cent were decision-makers or members of a buying team, and 80 per
cent plan to attend Expo 2011 and will recommend the show to their

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