FloraCult 2018: Ilaria Venturini Fendi's Plant Market Returns to Rome

FloraCult, the amateur floriculture market conceived by Ilaria Venturini Fendi, returns to Rome's Casali del Pino from April 20 to 22, 2018. The event, themed around air as a precious resource, features talks, exhibitions, and botanical storytelling. Venturini Fendi, a designer known for ethical fashion through her brand Carmina Campus, collaborates with landscape architect Antonella Fornai to create an immersive garden world. Special guest Li Edelkoort, a renowned trend forecaster and advocate of 'antimoda,' will participate in a talk moderated by fashion journalist Antonio Mancinelli on April 22. The market includes exhibitors offering botanical scarves, citrus plants from around the world, and creations by Alessandro Magagnini (green hats, cakes, flower jewels). A stall supports Casa delle Donne in Rome, and The Circle, founded by Annie Lennox, sells accessories by artists and designers to aid women in need. Main sponsor Ethimo and BMW, sharing a sustainability focus with electric vehicles, support the event. FloraCult blends gardening with fashion, design, and social causes, reflecting a broader trend of botanical appreciation.