BERLIN, Germany: My Christmas World, is a festive poinsettia pop-up store recently opened in Berlin’s 19th Heckmann-Höfe courtyard complex in the heart of Scheunenviertel (barn quarter), one of the capital’s oldest and most charismatic neighbourhoods.
Germany’s leading horticultural media outlet Taspo (www.taspo.de) reports that from now until 18 December, master florists Björn Kroner-Salié and Elisabeth Schönemann will inspire Christmas shoppers with poinsettia arrangement ideas. My Christmas World will also help shoppers to discover today’s poinsettia portfolio, including many different sizes, shapes.
Stars for Europe
The Christmastime pop-up store is an initiative of Stars for Europe (SfE), a poinsettia trade and consumer campaign that began in 2000. As the name suggests, it is a programme for the generic promotion of poinsettias across 19 European countries, and the suppliers represent about 90 per cent of European poinsettia production.
Since 2011, the European Commission has approved this campaign, and it receives EU funding with co-financing from breeders Dümmen Orange, Selecta One, Beekenamp and Syngenta.
Stars for Europe could not have chosen a more appropriate environment to showcase the extensive range of poinsettias available on the market today. This courtyard complex in the Spandauer Vorstadt was purchased by a private investor in 2014. Its reputation quickly became one of Berlin’s most arty and fashionable quarters, housing many independent retailers.
The store opened on 17 November in the two-storey Werkhaus serving as an event location for receptions and exhibitions. This area guarantees a continuous footfall of Christmas shoppers.
My Christmas World is open until 18 December. Kroner-Salié and Schönemann will showcase the impressive variety of poinsettias designed into Advent wreaths, flower arrangements and other floral arrangements, alongside a selection of seasonal decorations, courtesy of the Stars for Europe partners.
In addition, www.starsuniteeurope.eu features numerous festive decoration ideas using poinsettias. These include table decorations such as ‘Forest Christmas’, in which winter-flowering plants are combined with natural materials such as fir and pine branches, cones, moss and berries.
Taspo’s Daniela Sickinger first published this article, which later was adapted by FCI magazine.