EUROFLORA 2025 PROJECT DEVELOPMENT IN GENOA

Description

The 13th edition of Euroflora, an international exhibition of plants and flowers recognized by AIPH-International Association of Horticultural Producers, scheduled from April 24 to May 4, 2025, sees the event return to its historic location, in a completely new guise. Euroflora returns to the former fairgrounds, now the subject of a major urban regeneration project designed by architect Renzo Piano: the new Waterfront di Levante.

After winning first prize in the 2022 architecture competition, Urges oversaw the general design of the event and the artistic direction of the installations in the person of architect Matteo Fraschini.

The study underlying the design contributed to the creation of a narrative path that will unfold through a dialogue with art and the involvement of all the senses. Some highly symbolic elements have been chosen, such as Burri’s Cretto or Pollock’s dripping, which can be traced back to the artistic identity of great Contemporary Masters. Some elements of the installation will draw attention to urgent issues: water scarcity, contamination between natural and anthropized landscapes, the need for a new lightness and naturalness.

Part of the event will be installations and spaces to be experienced, specifically designed for the public, which will act as Landmarks and accompany the visitors’ journey through the scenography of the event.

An ambitious project that intends to reaffirm the importance of soil as the first reference of human action on Earth, the element we inhabit and that brings together water and sky. Whose materiality makes it a living resource, moldable and capable of surprising. An element to be experienced through sight and touch. The soil is seen as a thick worked surface and a meeting point between the natural and the artificial, a union between the work of nature and man.