THE GENETICS BEHIND THE FLOWER
WHO CREATES THE ROSES OF TOMORROW?
Before a rose becomes a flower you sell,
it begins as an idea.
A selection.
A crossing.
A possibility.
MATTHIAS MEILLAND
Beyond the Flower 2026
7 NOVEMBER 2026
ATHÉNÉE PALACE BUCHAREST · LE DIPLOMATE
A FLOWER DOESN'T BEGIN IN THE FLOWER SHOP.
It begins long before.
Before the stem.
Before the bud.
Before the fragrance.
Before the colour becomes a trend.
It begins with genetics.
Behind every exceptional rose there are years of observation, selection, experimentation and patience.
And behind some of the world's most recognised roses stands a name with generations of history:
MEILLAND
A FAMILY HISTORY WRITTEN IN ROSES
MEET MATTHIAS MEILLAND
For generations, the Meilland family has been dedicated to one extraordinary pursuit:
creating roses that did not exist before.
Matthias Meilland represents a new generation of this legacy — bringing together tradition, innovation and a deep understanding of what makes a rose truly exceptional.
At Beyond the Flower, he will take us beyond what we see.
Beyond colour.
Beyond shape.
Beyond fragrance.
Into the world of rose breeding and genetics.
THE GENETICS BEHIND THE FLOWER
WHAT MAKES A ROSE
BECOME A GREAT ROSE?
THE ART OF BREEDING
How new rose varieties are created and why developing a new rose can take years.
GENETICS & SELECTION
What breeders look for when deciding which characteristics deserve to continue.
INNOVATION
How science and technology are changing the future of rose breeding.
THE ROSES OF TOMORROW
What will the next generation of roses look, smell and feel like?
A DIFFERENT WAY OF LOOKING
After this conversation, you may never look at a rose in quite the same way again.
ONE ROSE.
YEARS OF WORK.
- 01
CROSSING
- 02
SELECTION
- 03
TESTING
- 04
YEARS OF DEVELOPMENT
- 05
GROWER
- 06
FLORIST
- 07
YOU
The rose you hold today may have been years in the making.
FROM BREEDER
TO FLORIST
This is where Beyond the Flower becomes different.
Because the story doesn't stop when the rose leaves the breeder.
- —It continues with the grower.
- —With the importer.
- —With logistics.
- —With the florist.
- —With the designer.
And finally...
with the person who receives it.
Matthias represents the very beginning of that journey.
THE GENETICS BEHIND THE FLOWER
THE NEXT TIME YOU HOLD
A BEAUTIFUL ROSE,
ASK YOURSELF:
HOW MANY YEARS
DID IT TAKE
TO CREATE THIS MOMENT?
EXPERIENCE MATTHIAS MEILLAND
BEYOND THE FLOWER
7 NOVEMBER 2026
ATHÉNÉE PALACE BUCHAREST
LE DIPLOMATE
A meeting with the people who create, grow, move and transform the flowers we love.
THE STORY CONTINUES
THE GROWER
Avinash Mokate
THE JOURNEY
José Luis · Ecuador
THE BUSINESS
Alexandru Dadoo