On the occasion of the Verona fair, Vivai Feder curated the floral display for the John Deere brand, a historic reference brand in the agricultural machinery and technology for agriculture sector. The project aimed to underline the deep connection between mechanical innovation and the natural world, creating an exhibition context in which greenery becomes a distinctive element and consistent with the brand identity.
The intervention was developed in a large exhibition space, dedicated to the presentation of latest-generation tractors and agricultural equipment. The greenery, inserted with balance and care, helped to contextualize the machinery in a scenario that recalls agricultural values, sustainable productivity and the authenticity of the countryside. The use of ornamental plants, shrubs and blooms transformed the stand into a welcoming, visually dynamic and highly identifiable environment.
The installation took up the iconic colors of the John Deere brand – green and yellow – also through the botanical choice, with essences selected to recall the agricultural nature without weighing down the composition. The chromatic contrasts were studied to enhance the products on display, creating fluid visual paths that would accompany visitors inside the stand, without interfering with the technical reading of the machines.
Great attention was also paid to the arrangement of the plants in relation to the volumes of the exhibitors and the demo areas. Each floral element was integrated to create an atmosphere consistent with the rural world, but reworked in a trade fair and professional key. The greenery not only furnished, but also told the mission of John Deere: innovate without losing contact with the land.
The Vivai Feder team worked closely with the fitters to ensure an orderly, functional and visually impactful result. Assembly and removal were managed quickly, with plants selected to withstand trade fair environments for several days, maintaining freshness, compactness and solidity. The overall effect was that of a contemporary agricultural scenography, which strengthened the visual communication of the brand, without resorting to forced or artificial elements.
This installation confirms Vivai Feder’s ability to interpret the customer’s values through the language of plants, making each stand not only beautiful to look at, but also perfectly integrated into the brand message. For a company like John Deere, strongly linked to the land, greenery is not just decoration, but an integral part of its DNA.
