News » 25.06.2025 - Spain: Iberflora Labs returns with a ‘natural market’ to drive innovation and sustainability in garden retail
Iberflora, the International Fair of Plants, Flowers, Landscaping, Technology and Garden DIY – set to take place from October 14 to 16, 2025, at Feria Valencia – continues to position itself as a hub for green innovation. One of its flagship initiatives is back: Iberflora Labs, a concept lab that showcases transformative ideas for the future of garden retail.
In 2025, Iberflora Labs will unveil a fresh theme with high resonance in today's market: the "natural market". This immersive installation reflects the rising consumer demand for sustainability, health-conscious choices, and proximity-based products. It is not only a thematic shift but a practical model for how Garden Centers can evolve through innovation and customer-centric design.
Tech-enabled inspiration for the Garden Center of the future
More than a visual display, the Natural Market concept explores how retail spaces can evolve to meet today's sustainability-driven consumer expectations. The installation will demonstrate how strategic space planning, product curation and immersive staging can enhance customer experience and inspire innovation in the garden retail sector.
With over 200 square meters of immersive setup, Iberflora Labs will recreate a fully functional retail environment. Circular in design and elevated through spatial technology, it will simulate a shopping experience that taps into sensorial, emotional, and commercial dynamics – designed specifically for the Garden Center of the future.
Data-led design meets sustainability
The market will be divided into thematic zones that align with the most in-demand lifestyle categories, offering a glimpse into product verticals that Garden Centers could integrate for diversification. These include fresh produce such as fruits and vegetables; pantry staples like olive oil, honey, eggs, baked goods, rice and pasta; natural wines and drinks including local wines, liqueurs and mineral waters; personal care items such as soaps and oral and skincare products; eco-friendly home solutions like natural air fresheners and green cleaning products; organic cosmetics for face, body and hair care; and baby and kids products including creams, food and natural care items.
Each zone will be carefully curated to reflect current consumer values, combining attractive visual staging with a product selection that responds to the growing demand for sustainability, health and proximity. The installation aims to inspire Garden Centers to rethink their retail layout with a focus on experience, differentiation and customer engagement.
A launchpad for innovation and new business models
Iberflora Labs 2025 is more than a display – it is a sandbox for ideas. Professionals will find actionable insights into how innovation and sustainability can coexist in the Garden channel. With this initiative, Iberflora positions itself at the crossroads of modernization and tradition, offering the sector a bold and tangible vision of where green retail is heading.
Source: www.floraldaily.com
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