‘Ibiza’ brings a popular garden style to the retail floor

Following its first consumer campaign themed ‘Tuscany’, We Love Conifers is launching its next campaign this autumn: ‘Ibiza’. Once again, the collective demonstrates how conifers can provide the green foundation for a contemporary garden style. At the same time, the concept is being translated into a practical garden recipe that can be presented directly in garden centres.

From Tuscany to Ibiza
Through its different garden themes, We Love Conifers aims to demonstrate that conifers are not tied to one traditional garden style. In an Ibiza-inspired garden, they provide a calm, year-round green foundation for a light and relaxed setting featuring natural materials, ornamental grasses and perennials.

© We Love Conifers

Pinus mugo, Taxus baccata, Thuja plicata ‘Whipcord’ and Juniperus procumbens ‘Nana’ are combined with plants including Calamagrostis, lavender, Nepeta, Gaura and Anemone. White gravel and large white decorative stones complete the light Mediterranean look.

From inspiration to a complete garden recipe
A key element of the new campaign is its practical translation into a garden-centre display. The principle is similar to a recipe or interior design concept: consumers are not only shown an inspirational image, but also the plants and materials needed to recreate the look at home.

A sample 3 x 2 metre display has been developed for garden centres, bringing together the evergreen foundation, flowering plants, ornamental grasses and hard landscaping materials in one presentation. Instead of having to search for and combine individual products themselves, consumers can see the complete concept, make their selection and start creating the garden at home.

© We Love Conifers

Supporting growers, trade and garden centres
We Love Conifers is again making campaign material available for use throughout the supply chain. Inspirational imagery and ready-to-use content support consumer communication, while the garden recipe gives retailers a practical tool for presenting plants and materials together.

The concept deliberately uses plants that are widely available and provide a long period of ornamental value. The recipe also includes alternative varieties, allowing retailers to adapt the presentation to their own assortment and availability.