Regione Liguria Pavilion
Euroflora Genoa 2025
Outdoor installation – Piazzale Kennedy
Site: Genova
Year 2024 2025
The outdoor installation for Regione Liguria was imagined as an immersive journey through the landscapes of Liguria — from gardens and woods to cacti, succulents, and aromatic plants.
The path culminated in an elevated square made of fragmented architectures, raised from the ground, that acted both as a backdrop for floral compositions and as a symbolic window on the sea.
Through this suspended setting, the project celebrated the richness and craftsmanship of the region’s floricultural heritage.
Regione Liguria participated in Euroflora 2025 with two installations: one outdoor, celebrating the richness of the Ligurian floricultural sector, and another inside the Blue Pavilion, dedicated to cut flowers and floral compositions.
The outdoor installation, located at the beginning of the exhibition path in Piazzale Kennedy, covered an area of approximately 1,300 square meters.
It served as the entrance and presentation element of the entire event, conceived to stage the characteristics, peculiarities, and craftsmanship of the Ligurian territory, guiding visitors through the reconstruction of typical regional landscapes: flowering gardens, woods, cacti and succulents, and aromatic plants.
Crossing this path, visitors reached an elevated square overlooking the sea — a scenographic composition made of fragmented façades that alternated monumental, agrarian, and sacred elements typical of the regional landscape.
These suspended architectures, rising from the ground, became both the background for the floral display and a “window on the sea,” a spatial threshold where landscape, colour, and horizon converged.
The final composition appeared as a free recomposition of these fragments on multiple planes — a narrative of the Ligurian territory suggested rather than described.
In continuity with the Ligurian tradition of painting reliefs and decorative motifs directly on façades, a group of local painters was invited to work on the scenic surfaces, tracing a subtle yet rigorous three-dimensionality that reinterpreted the decorative language of the region in a contemporary key.
The intentionally two-dimensional drawing suggested volume and depth through the vibration of colour and the juxtaposition of signs.
The elevated terrace — the square overlooking the sea — thus became the visual synthesis of the route and the symbolic image of Liguria itself, opening the visitor’s gaze toward the horizon.
A path built with dry-stone walls finally led to a second space for events and exhibitions.
Credits
Management and Coordination: Urges Srl
Architectural Design: Matteo Fraschini
Landscape Design: Davide Maggioni
Coordination: Sara Santambrogio
Project Assistance and Site Supervision: Elisa Costa, Sara Novarese, Marta Viganò
Technical Consultant: Franco Barbagelata
Technical Assistance – Floricultural District: Alessandro Lanteri, Claudia Murachelli
Coordination and Execution: Impresa Valagussa Srl
Collaborators in the Realization: Segheria Puppo, Enrico Riva, Zenone, Mereta Snc, Sala Guido Legnami
Client: Regione Liguria
