01
CREATE
France
MATTHIAS MEILLAND
THE CREATOR
“How does a new rose come to life?”
genetics · rose breeding · selection · innovation · the future of roses
BEYOND THE FLOWER
7 NOV 2026 · BUCHAREST
INTERNATIONAL
FLOWER INDUSTRY
CONFERENCE
BEYOND
The FLOWER
The people, knowledge and business behind every flower.
7 NOVEMBER 2026
BUCHAREST
INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST · Le Diplomate
20 VIP SEATS. ONE ROOM.
ONLY 20 VIP EXPERIENCES AVAILABLE
YOU KNOW
THE FLOWER.
But do you know
ITS STORY?
Before a flower reaches your hands, it has already travelled through a remarkable world.
Someone imagined it. Someone bred it. Someone grew it. Someone selected it. Someone moved it across continents. And finally, someone gave it meaning.
BEYOND THE FLOWER takes you behind that journey.
From the creation of a new rose in France, to regenerative growing in Kenya, to sourcing and international flower trade in Ecuador — and finally to the florist who transforms flowers into experiences.
This is where the people, knowledge and business behind every flower come together.
SPECIAL EXPERIENCES
EXPERIENCE 01
THE ROSE FRAGRANCE EXHIBITION
THE WORLD'S MOST FRAGRANT ROSES
A UNIQUE ROSE EXHIBITION IN ROMANIA
Discover an exceptional collection of fragrant roses, featuring remarkable varieties celebrated for their extraordinary scents, beauty and character.
An exclusive sensory experience bringing together exceptional roses that are rarely encountered in one place. Explore their fragrance, intricate petals, distinctive forms and extraordinary colors.
Some flowers are admired for their beauty. Others remain unforgettable because of their fragrance.
At Beyond the Flower, experience both.
🌹 The Rose Fragrance Exhibition
A unique exhibition in Romania, dedicated to some of the most fragrant and rarest roses in the world.
✨ Once-in-a-Lifetime Roses
Rare and spectacular varieties, very seldom seen outside the great international collections.
Rare roses. Extraordinary fragrances. An unforgettable encounter.
DISCOVER THE EXHIBITION
EXPERIENCE 02 — SPECIAL GUEST
ANDREI THE ARTIST — MAISON DADOO
BRITISH GARDEN ROMANCE
LIVE FLORAL DEMONSTRATION · FLORAL TRENDS 2027
Discover the art of British-inspired floral design with Andrei The Artist from Maison Dadoo, presenting a live floral demonstration featuring exquisite garden roses.
Inspired by the romantic elegance of English gardens, generous garden rose blooms, natural movement and contemporary luxury, this live creation explores the artistic direction of British-inspired floral design for 2027.
Experience the transformation of exceptional garden roses into a floral composition that celebrates craftsmanship, texture, movement and emotion.
A demonstration of the natural elegance, generous forms, rich petals and seemingly untamed romance of English gardens, reinterpreted through a contemporary perspective on luxury floral design.
Building on the spectacular character of garden roses, Andrei The Artist will transform the flowers into an artistic composition inspired by the aesthetic directions of the 2027 season.
A moment dedicated to those who create not just floral arrangements, but emotion, atmosphere and memorable experiences.
British garden elegance. Extraordinary roses. The art of floral design.
Discover the beauty of garden roses. Experience the art of British floral design.
DISCOVER THE EXPERIENCE
CHAPTER BY CHAPTER
THE JOURNEY OF A FLOWER
02
GROW
Kenya
AVINASH MOKATE
THE GROWER
“What does the future of flower growing look like?”
regenerative floriculture · soil health · biological systems · sustainability · commercial flower production
03
SOURCE
Ecuador
JOSÉ LUIS
THE FLOWER HUNTER
“What really happens before a flower reaches the international market?”
sourcing · flower varieties · quality · grading · Ecuadorian flower market · international trade
04
CONNECT
Romania
ALINA NEACȘA
THE CONNECTOR
“How do we transform flowers into business, experiences and opportunities?”
floristry · business · market · education · community · international connections
05
DESIGN
THE FLORIST
THE FINAL CHAPTER
“How does a flower become emotion?”
transformation · experiences · events · value
ONE FLOWER. Many stories.
SPEAKERS
MEET THE PEOPLE BEHIND THE FLOWER
France · THE CREATOR
MATTHIAS MEILLAND
Sixth generation of the House of Meilland. Matthias represents the beginning of the journey — the creation of new roses and the innovation behind the varieties that eventually reach florists around the world.
THE BIRTH OF A ROSE
“How a rose is imagined, bred, selected and brought to the world.”
Kenya · THE GROWER
AVINASH MOKATE
International horticulture professional working in commercial flower production in Kenya.
RETHINKING HOW WE GROW
“The future of regenerative and sustainable floriculture.”
Ecuador · THE FLOWER HUNTER
JOSÉ LUIS
Sara Garden, Ecuador.
INSIDE THE ECUADORIAN FLOWER MARKET
“Sourcing, varieties, quality, farms and the international journey of flowers.”
Romania · THE CONNECTOR
ALINA NEACȘA
International Floral Designer. Florist of the Royal House of Romania. Experience Creator. Founder of Flori cu Fitze Academy and Growers Direct.
CONNECTING THE FLOWER WORLD
“The florist, the market, the business and the community.”
A SPECIAL ROYAL GUEST
THE ROYAL STORY OF FLOWERS
A special guest representing the Romanian Royal Family will share the story of flowers within the Royal tradition of Romania — from Queen Marie’s passion for gardens and flowers to the role flowers continue to play at Săvârșin today.
SPECIAL GUEST
To be announced
THIS IS NOT JUST ANOTHER FLOWER EVENT.
BEYOND THE FLOWER brings together the entire journey of the flower in one room.
KNOWLEDGE
Learn directly from international leaders in breeding, growing and sourcing.
CONNECTION
Meet professional florists and flower-industry professionals.
BUSINESS
Discover new ideas, opportunities, suppliers and ways to grow.
INSPIRATION
See flowers from a completely different perspective.
COMMUNITY
Become part of a stronger, more connected floral industry.
THE NEXT CHAPTER
FROM FARM
to FLORIST.
The flower industry is changing. At BEYOND THE FLOWER, we will officially unveil the next chapter of Growers Direct — a new digital connection between flowers, suppliers and professional florists.
OFFICIAL LAUNCH
7 NOVEMBER 2026
THE VIP EXPERIENCE
THE FLOWER
Table
20 SEATS. ONE TABLE. A DIFFERENT KIND OF CONVERSATION.
An intimate private dinner bringing together selected florists, flower industry leaders, speakers and partners.
No stage. No audience. Just people, stories, ideas and conversations that continue long after the conference ends.
- —Full conference access
- —Seats in the front rows
- —Priority access to the room
- —Private dinner with the speakers — The Flower Table
- —VIP networking
- —Direct interaction with international speakers
- —Exclusive VIP gift
- —Exclusive VIP experience
20 VIP PLACES AVAILABLE
TICKETS
CHOOSE YOUR EXPERIENCE
EARLY ACCESS
Limited quantity
179EUR
≈ 913 lei · BNR rate
VAT included
- —Full conference access
- —All sessions
- —2 coffee breaks
- —Access to THE ROSE FRAGRANCE EXHIBITION
- —Live floral demonstration: BRITISH GARDEN ROMANCE
- —Lunch
- —Networking
- —Event materials
STANDARD
229EUR
≈ 1.168 lei · BNR rate
VAT included
- —Full conference access
- —All sessions
- —2 coffee breaks
- —Access to THE ROSE FRAGRANCE EXHIBITION
- —Live floral demonstration: BRITISH GARDEN ROMANCE
- —Lunch
- —Networking
- —Event materials
VIP
THE FLOWER TABLE
500EUR
≈ 2.550 lei · BNR rate
VAT included
- —Everything in Standard
- —Seats in the front rows
- —Priority access to the room
- —Private dinner with the speakers — The Flower Table
- —VIP networking
- —Direct speaker interaction
- —Exclusive VIP gift
- —Exclusive VIP experience
20 PLACES AVAILABLE
All prices include VAT.
YOU WON'T LEAVE WITH JUST NOTES.
01NEW KNOWLEDGE
02NEW CONNECTIONS
03NEW BUSINESS IDEAS
04NEW SUPPLIERS & OPPORTUNITIES
05NEW INSPIRATION
06A NEW PERSPECTIVE
Because there is always more
BEYOND THE FLOWER.
20
VIP EXPERIENCES
4
INTERNATIONAL VOICES
5
CHAPTERS OF THE FLOWER JOURNEY
1
UNFORGETTABLE EXPERIENCE
WHO IS Beyond the Flower FOR?
- professional florists
- flower shop owners
- floral designers
- event florists
- flower wholesalers
- flower importers
- growers
- breeders
- suppliers
- floral educators
- flower-industry professionals
- entrepreneurs working within the floral industry
- flower lovers
- gardening enthusiasts
If flowers are part of your business, your passion or your future — you belong in the room.
THE VENUE
BUCHAREST.
At the heart
OF THE CITY.
INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST
Le Diplomate
7 NOVEMBER 2026
PROGRAM
ONE DAY. FIVE CHAPTERS.
Countless connections.
09:00 – 10:00CHECK-IN & WELCOME COFFEE
10:00OFFICIAL OPENINGBeyond the Flower
10:00 – 11:45CONFERENCE PROGRAM
11:45 – 12:15COFFEE BREAK & NETWORKING
12:15 – 13:00CONFERENCE PROGRAM
13:00 – 14:00LUNCH & NETWORKING
14:00 – 15:30CONFERENCE PROGRAM
15:30 – 16:00COFFEE BREAK & NETWORKING
16:00 – 18:00CONFERENCE PROGRAM
18:00CLOSING
19:30THE FLOWER TABLEPrivate dinner with the speakers — VIP only
Programme subject to refinement. Final timings will be confirmed closer to the event.
INDUSTRY PARTNERS
EVENT PARTNERS
QUESTIONS
GOOD TO KNOW
An international flower industry conference bringing together breeding, growing, sourcing, floristry and flower business in one room — on 7 November 2026 in Bucharest.
Professional florists, flower shop owners, floral designers, wholesalers, importers, growers, breeders, suppliers, educators, entrepreneurs working within the floral industry, flower lovers and gardening enthusiasts.
InterContinental Athénée Palace Bucharest, Le Diplomate, Bucharest, Romania.
7 November 2026. Registration opens at 09:00.
Full conference access, all sessions, 2 coffee breaks, lunch, networking and event materials.
Everything in Standard, plus VIP seating, VIP networking, the private Flower Table dinner, direct interaction with the international speakers, an exclusive VIP gift and the VIP experience.
Only 20 VIP experiences exist for this edition.
Yes. You can select the quantity during checkout, subject to remaining availability.
Yes. A confirmation email with your ticket type, attendee name, billing information and a unique ticket code is sent after payment.
Yes. Company and billing details, including a VAT number, can be entered at checkout and appear on the invoice.
Yes. All prices already include VAT — the amount shown at checkout is the final price.
Yes. Tickets are transferable — if you cannot attend, you can pass your place to another person. Simply send us the new attendee's name and email before the event.
Tickets are non-refundable. Payments cannot be returned, but your place can be transferred to another person at any time before the event.
THE FLOWER
is only THE BEGINNING.
BEYOND THE FLOWER · 7 NOVEMBER 2026 · BUCHAREST
20 VIP SEATS. ONE ROOM.