Stagecraft’s Italian job wins top European plant award
If there is any doubt that the garden centre business has gone global then look no further than the recent ‘Graines d’Or’ awards in Paris.
The cosmopolitan nature of the industry was perfectly emphasised by the award of the green design concept trophy to Centro Verde Giovannelli – a spectacular €6,000,000 new development created by entrepreneur Graziano Giovannelli at Pietrasanta in Tuscany.
Graziano’s family business was supported in the merchandising and development and fit out by Stagecraft Display Ltd, run by an equally successful entrepreneur Tom Davis, whose company was responsible for all the internal and external retail display equipment. So in a nutshell, we have a French organisation giving an award to an Italian, with much of the design coming from a family business run by an Englishman based in Wales!
Tom Davis said: “Graziano’s award was much deserved and underlines the need for British-based companies to look further afield for new business. We initially made contact with the Giovannelli family at The N.E.C Glee Show and then secured this major contract.
The magnificent central glass structure has made a huge impact, offering customers the largest selection of plants in the Tuscany region, including vegetables, trees, herbs, shrubs, through to herbaceous and bedding plants, with one of the highlights a fantastic display of house plants.”
Stagecraft has also received another benefit from this eye-catching development, securing a second Italian contract from another garden centre called Peraga SRL, near Turin. The order is in the process of manufacture and once shipped out the company fitters will travel to Italy to install the new displays.
Tom Davis said: “Italians are passionate about plants, particularly as gifts and this is emphasised by the request from Giovannelli to develop a feature wrapping desk with more than 24 metres of serving space. A smaller version was supplied to Peraga in San Francesco, Turin.”
Giovannelli is part of the North Italian ‘Giardinia’ buying group, which represents 24 outlets in the area. While Stagecraft manufactured equipment for all aspects of the development, they were particularly pleased with the wrapping desk and the six check-outs, which featured an overhead curved pergola display.
“This was a very demanding but exciting contract, so it is very satisfying to know that our efforts have contributed in some small way to helping the Gionvannelli group land this award. The second order from Peraga SRL also provides further reassurance that our tremendous portfolio of designs can be adjusted and developed simply to suit individual customer’s specifications” said Tom Davis.