A trade show booth has to solve one problem before any other: making people stop. The aisles are long, the booths look alike, and every brand has only a few seconds. A giant flower changes that equation: it can be seen from across the hall and turns the booth into a place people want to walk into and take a photo.
At the booth of Florais de Saint Germain, a Brazilian flower essence brand, hand-painted organza flowers in coral, orange and pink filled the booth's full height, with crystals in the center that reflected the lighting. In support of Hospital Pequeno Príncipe, a children's hospital in Curitiba, southern Brazil, a grove of giant flowers in Italian crepe paper, with a classic armchair in the middle, brought an “Alice in Wonderland” feel to an exhibition hall.
At AB Casa Fair 2026, a home decor fair in São Paulo, the flowers became sculpture. At the entrance of a booth, “Véu de Organza” (Organza Veil) stacked white petals up to 3.5 meters high (11.5 ft). In the window at the event's entrance, “O Despertar” (The Awakening), in Italian crepe paper, opened across the wall at 2.5 meters (8 ft). At the same fair, Tutt Importadora brought to its booth the flower arch that already framed the brand's showroom, and the launch looked the same in both places.
We don't build the booth. The flowers arrive ready to install and give it the identity the structure alone doesn't have. At a trade show, the piece is what makes visitors cross the aisle.
