ZUIDKOOP AND VAN STRAATEN REALIZE MORE THAN 7000 M2 OF STANDS FOR THE TWO LARGEST TRADESHOWS IN THE WORLD IN THE FIELD OF FRUIT, VEGETABLES & FLOWER ART.
Zuidkoop Natural Projects is a global name when it comes to exhibition displays for companies active in the horticultural sector. Designing with nature is perhaps a better description. The partnership between Zuidkoop and Van Straaten started two years ago ahead of the two leading tradeshows in the horticultural field, the IPM in Essen and the Fruit Logistica in Berlin. Since the start of the collaboration Van Straaten provided the visual branding for many of the stands that Zuidkoop produces and helped create ideas for concepts in the development phase.
Zuidkoop was originally a flower art company, but has been developing exhibition stands for nearly 40 years. The company has since created many of the ‘Holland Pavilions’ and stands for individual exhibitors at the largest tradeshows for flower art and fruit & vegetables in the world. The company puts every exhibitor in the spotlights by creating unique objects with their own natural products – such as flowers, plants, fruits and vegetables – making each booth represent its own identity.
FLEXIBILITY AND LARGE PRODUCTION CAPACITY
Annemiek van Geest, Marketing and Communication at Zuidkoop: “Two years ago, ahead of two major trade fairs that take place right after each other, we started looking for a new partner for the visual branding of our concepts. An important requirement was to find a partner who provides continuity and one that can also handle peak periods. We not only take care of the Holland Pavilion on both shows, but also a wide variety of individual stands. We would like to record that it is not 'just' a Holland Pavilion. During the Fruit Logistica 2016 this pavilion comprised of an entire exhibition hall at the Messe in Berlin, with 93 stands from the Netherlands that were all designed and produced by Zuidkoop. So flexibility and large production capacity is truly essential.”
FROM WOOD CONSTRUCTION TO LIGHT, OPEN STRUCTURES WITH FRAMES AND TEXTILE PRINTS
Leo Boekestijn, Designer & Project Manager at Zuidkoop: “The current trend is frames and textiles in lieu of wood construction. Partly the reason for teaming up with Van Straaten to create a new concept based on a combination of wood construction with aluminum frames. The concept had to provide for more transparency and clear visibility. Additionally, we want a partner who thinks along with the concept and one that proposes alternative solutions.” Made to measure powder coated profiles were provided by Van Straaten. These frames are made into structures furnished with blockout textile and other transparent textiles. The flexible construction allows us to easily employ them at any tradeshow, creating a recognizable appearance.
Van Straaten is a partner who thinks along with the concept and proposes alternative solutions which have not been previously implemented, a true quality of the account managers”, says Leo Boekestijn of Zuidkoop. Annemiek van Geest of Zuidkoop: “We have found a full service company in Van Straaten. A company that can guarantee good quality and handle tight deadlines.”