The Secret Garden, where the magic happened


Networking Party

If you are an avid follower of Parfum Flower Company you will know every year. The night before IFTF and The Trade fair start, we host an almighty corporate get-together of like-minded floral souls. This year it was hosted at The Secret Garden.

The Concept and Design

The concept this year was different, we teamed up with Rudi and Pascal from 2Dezign and Bart from Bresserbloemen.  This terrific trio had the curious idea to turn the Royal Flora Holland reception area into a secret garden. Following months of planning the team got together days before the event. Armed with over eight thousand Parfum Flower Company Garden roses, orchids from Inca Orchids and an enormous amount of talent and created the magical Secret Garden.

What an Evening

The moment you pulled up outside, you were captivated, did you look at the twinkly fairy lights or the old VW campervan filled with crates and crates of garden roses? 

After a quick selfie, you entered the revolving doors into a sensory explosion, past large bird cages filled with roses. While the tables in the main space were overflowing with over two hundred different varieties of garden roses, all different shapes, scents and colours. The catering staff welcomed you with a drink of your choice and a superb buffet starter followed by a delicious salmon main dish.


The concept behind these dinners was to create an informal and relaxed environment to catch up with other industry execs. Hence the relaxed club vibe and informal setting worked very well at achieving this.

Marketing lunches and breakfast meetings

After our great evening get-together, we started our day with breakfast at The Secret Garden and then prepared for a day of networking with our Marketing High Tea. Where floral marketers from across the globe met at our event, which was a huge success and enjoyed by all attendees.

A huge thank you to Rudi, Pascal, Bart, the catering team for their efforts, and Royal Flora Holland for hosting us. Here’s to next year!!

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