For the third time in a row, Sobolj and (this time) a team of eleven people were at Flora Expo Astana. From florists to photographers – all with their own eyes, hands, and ideas. Astana is starting to feel like a regular stopover in our annual rhythm. And every year the fair grows. Not only in the number of visitors – this time more than six thousand – but also in depth. More than two hundred companies from twenty countries were present this year, which says something about the appeal that this fair has built up in the floral world.
Flora Expo Astana's Broad Setup
Although my own focus is mainly on flowers, floristry, and design, it is always interesting to see how broadly Flora Expo Astana is set up. Landscaping, logistics, packaging solutions, technology – it is all there. Yet it does not feel fragmented. On the contrary, there is a fairly natural balance between doing business and creative exchange. You feel that the event is designed to bring people together, not only physically, but also in ideas and intentions.
The fair is much more than just a show – it is a hub. A place where growers, breeders, designers, florists, and buyers come together. But also a place where inspiration is circulating. Flora Expo Astana has developed into an important platform for the floral sector in Central Asia. Not only does Kazakhstan benefit from this, but also neighboring countries such as Kyrgyzstan, Uzbekistan, and Turkmenistan piggyback on the impulses of this fair. At the same time, the fair functions as a connecting bridge to the Russian market and other countries in the CIS (Commonwealth of Independent States).
Open to New Ideas
What is striking is the responsiveness of the public. There is a hunger for professional knowledge, but also for dialogue. And there is room for that, because the fair organization – it must be said – has simply got it right. Clear communication, strong structure, and a sense of rhythm in the program. It is no coincidence that more and more international parties are starting to include Flora Expo Astana in their annual agenda.
Another thing that we noticed in Astana is how open people are to new ways. Ideas that you take for granted in Germany or the Netherlands are viewed with a fresh perspective here. That is what makes sharing trends and techniques so much fun. We increasingly notice that colleagues from the region immediately pick up that input and translate it into their own practice. And vice versa, we take something back with us: for example, about how local symbolism and color palettes play a role in floral arrangements.
We deliberately focused on this in our presentations for clients. Our three Kazakh models – beautifully styled and with designs by the Sobolj florists – attracted a lot of attention on the exhibition floor. They walked between the stands, spoke to visitors, and really brought the creations to life. For many people, these were the photo and conversation moments of the day.
Chrysanthemum Presentation
Another highlight was the presentation of Chrysanthemums by our team. Designer Roman Zarubin and the young local florist Eva Appel together presented a series of floral installations that literally filled the hall to the brim. What started with the idea of showing ‘the power of the ordinary’ grew into a narrative composition of color, texture, and form. Inspired by natural elements and the rich culture of the region. No bombast, but expressiveness. You could tell that the audience was touched.
The reactions? Sincere. Lots of questions, lots of conversations, lots of curiosity. And above all: lots of phone calls that clicked. Always a good sign. But the art is, of course, in what happens after the fair. The connections that have been made, the projects that are now cautiously starting to take shape – that is what it is all about in the end.
Looking Ahead Already
At Sobolj, we are already looking ahead to 2026. The plans have not yet been finalized, but one thing is certain: we want to return. And not with a repetition of moves. It will be something new, something that fits in with what the region needs at that moment. We will see. In any case, we will collaborate with local talent again – that is where a lot of strength lies.
Astana is growing. Flora Expo Astana is growing with it. And we? We are happily growing with it.
Header image by @flora.expo. Other photo credits (unless otherwise noted) to Flower Experience, Flora Expo Astana, and Saule Zjemsebekova.
