Glee Birmingham is the UK’s leading garden and outdoor living trade fair. England has, of course, a long tradition in the field of greenery and gardens. Glee Birmingham wanted to create a unique inspiration platform for the green sector in the UK that would, above all, be innovative. A showcase for challenging ideas and concepts.
With this in mind Romeo developed the RetailLab@Glee brand. Within this Retail Lab various partners are collaborating and their collections can be combined in perfect harmony thanks to Romeo’s innovative vision. The Retail Lab has its own unique logo and corporate identity and its layout, stand design, the signing, the styling, etc. are restructured and redesigned every year. Romeo’s progressive approach enables him to translate international trends so that they can be applied to the UK market. With the Retail Lab he was, for example, at the forefront of the huge houseplant trend in the UK. The Retail Lab also featured live on the BBC’s Breakfast programme in 2017.
During Glee Romeo gives lectures, organises expert tours (as he does for IPM Essen) and brings parties together.
Despite the distance sometimes being a problem, the Retail Lab is a resounding success year in year out, partly because optimal use is made of all available online options for collaboration.