Keynote Address – Changing Landscapes: Challenges and Adaptations
Ms Kathryn Gustafson, USA/UK,
Landscape Architect & Artist
Director, Gustafson Porter

Using a selection of landscape architecture projects with vastly different cultural, geographical and environmental requirements, Kathryn Gustafson will illustrate the challenges and adaptations inherent in projects, from Diana Princess of Wales Memorial Fountain in Hyde Park in London to the Garden of Forgiveness in Beirut, the Gardens by the Bay in Singapore, and the Smithsonian Museum in Washington, DC. The adaptation to the initial challenges that limit a project, with an in-depth comprehension of the site, the cultural requirements and the program define the parameters within which the designer explores the options to create a landscape which will enable the participants to experience a profound connection to the site.

Keynote Address – Singapore: Shaping a Competitive Global City
Mrs Cheong-Chua Koon Hean, Singapore
Chief Executive Officer, Urban Redevelopment Authority

Cities in the world compete for top talent, investment and business opportunities. Increasingly, the quality of life of a city is an important factor for one to consider where to live, work and play. Footloose global talents and high network individuals look out for cities which not only have good economic opportunities, but places which can offer them and their families quality housing, good schools, myriad entertainment experiences and a safe environment. Quality of life is hence no longer an intangible and elusive concept in today’s business world, but a decisive factor that could make a city more competitive in the global arena.

This presentation shares Singapore’s experience in shaping a competitive global economy by providing a quality living environment for all. Marina Bay will not just serve as a hub for business and financial institutions but will provide a comprehensive range of amenities – lush gardens, shopping, dining, cultural and entertainment – to create a 24/7 live-work-play environment for locals and expatriates working there. Similarly, new growth areas such as Jurong Lake District and Kallang Riverside, will not just serve as alternative locations for businesses outside the city centre, but willl incorporate greenery and leisure options for people living and working around the precincts. To further sharpen our differentiating factor as a liveable city, the URA has recently released a comprehensive Islandwide Leisure Plan. This plan is a blueprint that will guide the implementation of a greater variety and quality of recreational choices across the island. Together, these initiatives will enhance Singapore’s position not only as a leading business and financial centre in Asia, but an all-rounded global city of the future.

Business Opportunities in China
Kim Morris, Australia
Managing Director, Kim Morris & Associates

Kim Morris, a specialist in tropical landscapes and horticulture will share with the delegates an overview of the opportunities as well as the trends in the Chinese landscaping market. He will also shed light on the growth drivers in this area, which includes the current rate of development in the country, increasing sophistication of the local industry as well as the government thrusts in supporting joint ventures between local and foreign entities.

More importantly, those present will also hear from him the secrets to a successful venture in China. Through his personal experiences, he will demonstrate how time and effort are essential success factors. The underlying message is also how localization to culture and business practices is paramount to succeeding in this particular market.

An enriching session, especially for those seeking to tap into the vast potential of China.

Landscaping Business Opportunities in the Gulf: A Consultant’s Perspective
D. Lawrence Hall, United Arab Emirates
General Manager/Managing Development Director, Crystal Fountains

With a twist radical and almost instantaneous transitions of new Architecture and Landscape Architecture within the new burgeoning United Arab Emirates, one of my all-time favourite plant species, Brunfelsia gynamthera (also known as Brunfelsia gradiflora), Common Name ‘Yesterday, Today and Tommorrow’, forms the basic thesis of this presentation. Explored will be snap shot assessments of the incredibly progressive and recent growth of UAE and the yield of new business opportunities ithin the landscape industry. We will preview the the ‘Yesterday, Today and Hurry of Tommorrow’ principally using fascinating examples of Dubai and immediate surrounds tracing ubiquitous arid environments and spartan development from its historic isolated, desolate origins to its developing state as world class lavish gardens and intensely built urban forms and environments personified.

Ecological Landscaping as an Emerging Market
Herbert Dreiseitl, Germany
Landscape Architect,
Visiting Professor, University of Hanover

Landscape architecture today is a fast growing area in urban and suburban design as we become more and more aware that cities cannot be healthy without a growing synergy between the built environment and natural resources.

One is confronted with challenges that ask for change in both aesthetics and ecological functions.

There is a need to develop new sustainable technological solutions in our green urban environments but more importantly the community must develop new ways of ‘seeing’, new mindsets in attitude to environmental landscape design. This combination of new philosophical attitudes to design and the development of new technologies will lead to a demand for new and better products which together will foster the development of an emerging market.

Examples from different parts of the world will demonstrate this topic.

Lifestyle Horticulture as an Emerging Market
Dr John Haydu, USA
Professor & Agricultural Economist,
University of Florida

Lifestyle horticulture is a highly important industry that contributes substantially to the economies of developed and increasingly many developing nations. Unfortunately little information exists to substantiate what these contributions might be in quantitative terms. Even in the U.S., government data collection entities have focused largely on traditional agricultural commodity areas and collected only limited information on lifestyle horticultural industries. In response, many individual states and regions have conducted their own assessments of this important industry but, until recently, no one had attempted to measure economic impact for the entire United States.

This presentation has two components. In the first part, information is presented on the economic contribution of the lifestyle horticulture industry to the U.S. economy. Specific variables examined include total output impacts, employment, value added, labour income, and indirect business taxes paid. In the second component, the author makes “back of the hand” projections on most developed economies (e.g. Europe, Australia, Singapore) and some emerging economies to arrive at a total estimate of possible global economic impact of lifestyle horticulture.

Industry Branding: Key Strategies
Branding the Horticulture and Landscaping Industry
Dr Doeke C. Faber, Netherlands
Chairman, International Association of Horticultural Producers

Horticulture and landscaping have developed into important players on both a national and international scale. Important factors are the increase in population as well as a steady increase in per capita national income. Also the urbanization, with at present more than half of the world’s population living in urban areas, have increased the demand for horticultural products and services.

Also, the global increase in welfare - especially in the developed countries – have caused consumers – private consumers, corporations, local governments - to increase the quality of life through concepts as ‘plants for people’, ‘entente florale’, ‘cities in bloom’, ‘green city’, etc. This has led to increased levels of consumption of flowers and plants, both in the house and in the workplace/offices, and through the development of green spaces, like parks, play grounds, in and around towns and cities.

Because of improved (sea / air/ road/rail) transport possibilities, international trade in young plants, cut flowers, but also trees and shrubs have increased rapidly over the past decades. Especially regions like Southeast Asia, Africa and the Mediterranean region and Latin America have become important players in the field of large scale production and export for the European and North American markets.

Similarly, the expertise in the field of landscaping and architecture have also taken off, resulting in increased international competitive bidding for major events, such as the international horticultural exhibitions as well as for events such as World Expo in Shanghai and the Olympic Games in Beijing.

Statistical data will support the above statements by visualizing the trade flows along the North - South axis and through intraregional trade.

Industry Branding: Key Strategies
“I WANNABE WORLD FAMOUS”. BRANDING FOR THE LANDSCAPE INDUSTRY.
Henry Steed, Singapore
Regional Director, ICN Design

In bygone days, you either had to know the right people, or you had to be so good that the top Clients would beat a path to your door. Reputation was everything.

Top Brands don’t always win jobs; don’t always get the customer. In almost all cases, however big your name, you have to fight it out in either the advertising battle field, or the bidding battlefield.

So how does a Landscape Company of today position itself?

A Landscape Firm whether a Design Firm, Contractor Nursery or Supplier, must always be a particular Prime Skill, Service and Knowledge base first, and a Business second. If it is done the other way round, you will never build a prime Brand in your field, and instead be viewed in the marketplace as a mere Commercial Animal.

There is no quick fix for Landscape Industry Professionals.

Reputation cannot be built on having a beautifully designed Logo and Company livery, gorgeous brochure or by taking Clients out for lunch. Ultimately, with one glitch, you can be dropped like a stone. The recognition of a Brand is earned, and there are a lot of good people out there who may well be better than you.

Successful Branding comes from a sophisticated combination of all factors,
1.	Talent, skills and knowledge that are instantly recognizable.
2.	Amenable personality to ensure people get on with you,
3.	Technical back-up to ensure the works and products survives the  test of time,
4.	Refined image/portfolio presentation (Logo, brochure, Web Site etc),
5.	A genuine solid track record of long lasting and excellent projects and completed works.
6.	Solid Business Management, Human Resources, Financial and so on.

I will finish with a quick visual history on how my Companies have approached the search for Brand Identity over thirty years of running Landscape firms, and how I have observed the attempts of others.

Industry Branding: Key Strategies
A book, a weekend house and death
Ng Sek San, Malaysia
Principal, Sek San Design

Ng Sek San will share with delegates his take on creating a brand for both the profession as well for oneself. His presentation focuses on his personal experiences over the course of some 20 years, and how three seemingly independent incidents inspired and defined the accomplished landscape designer that he is today.

Thinking out of the box, daring to dream and stripping all things down to its bare essence are themes that will run through his presentation.

The journey started with a book on the Saatchi and Saatchi brothers. He drew from their experiences, and saw that branding is a creative business. This marked his entry point into landscape architecture in Asia.

Later, he started his company in Kuala Lumpur and collaborated with some big names. However, the results were disappointing. Defeated, he went on a retreat, and built himself a simple getaway. Photos of the house were published and his services were in demand. His retreat became his biggest marketing and branding tool!

The last leg was the unfortunate passing of his father and how it changed the way he functioned as a professional and as an individual. Like all life altering changes, this completed the process of defining the consummate professional that he is today.

Innovative Trends in Landscape Design:
The Green City
Jaap Spros, Netherlands
Chairman, Plant Publicity Holland

In an industrialized and densely populated country as the Netherlands, during the last decades one has focused on building roads, houses, office buildings etc, green space largely neglected. It was imperative to emphasise on the importance and benefits of green.

The Green City Concept was presented in 2002 at the world horticultural exhibition Floriade. The aim is to attribute to Green (trees, shrubs and plants) the real value it has. Other than being ornamental, it also has an enormous economic and social importance, contributing significantly to the improvement of all aspects of life in urban areas.

It is however taken for granted by the authorities, developers and even the citizens. Usually perceived as a cost item, the advantages of Green are multifold. They include enhancing the value of real estate and standing” of offices and companies, improving air quality, reducing temperature, decreasing urban water management problems, being positive influence on ADHD level (Hyper activity and lack of concentration), promoting more exercise (walking, cycling, playing and working in the garden) and more. These are supported by many scientists and scientific reports and studies that underline the importance of greening, especially in urban areas.

The Green City concept is also now being rolled out in other countries such as Germany, the UK, France, Spain, Czech Republic, Ireland, Russia, Thailand and China. The problems in urban areas, especially in the bigger cities around the world are similar; hence a good exchange of experiences is important.

In Holland there exists a good cooperation with the Green Forum, a pressure group of almost 70 organisations and companies and also with the Entente Florale, a “green”competition for towns and villages in that specific year among 12 European countries. This cooperation and contacts with politicians and organisations from the building world, have led to remarkable statements.

The efforts within the Green City concept are not only directed to the authorities, but also other stake holders in the process, including the citizens. A citizen who is convinced about the value of Green can be a valuable power to influence the political process about the use of green in his own city and neighborhood.

Innovative Trends in Landscape Design: Green City Concepts
Green the City to Improve Air Quality
Alfred Tonneijck, Netherlands
Senior Consultant, Triple E-Economy, Ecology and Experience

In 2007, the majority of people worldwide live in towns or cities, for the first time in history. By 2050, two thirds of humanity will be living in urban areas. Urban growth is expected to occur in Asia and Africa mainly. Air pollution in urbanized areas continues to be an important environmental problem with respect to human health. Increasing road traffic is primarily responsible that air quality in and around cities does not comply with current guidelines.

Urban green space can have a marked affect on many aspects of the quality of the urban environment. Urban vegetation affects air pollution, level of nuisance from noise sources, social activities, aesthetic appearance and so forth. There is sufficient evidence that vegetations remove vehicle emissions (particulate matter, nitrogen oxides) effectively and that plants have a positive effect on the air pollution situation near roads with heavy traffic.

In the Netherlands, urban green space continues to be under severe pressure due to the building of compact housing estates. However, there is growing interest in the possibilities of urban green space to improve air quality. Air quality standards are exceeded in many cities especially with respect to particulate matter (PM10). Relevant knowledge will be presented as practically as possible so that the positive functions of vegetation structures can be better exploited for air quality management in urban areas and for the design of functional vegetation. An example of a vegetation structure that has been planted recently to improve local air quality will be shown.

Innovative Trends in Landscape Design: Green City Concepts
Plants for People
Niek van Rest, Netherlands
Director, Flower Council Holland

Every year you go on holiday in order to recover from a hectic year and to take in some fresh air. The need to do this is literally in your genes. In the 100,000 years that humans (homo sapiens) have been on Earth, nature has always offered us food and shelter. This is why just looking at greenery can trigger a feeling of relaxation and well-being in people. And that is why we like to give plants or flowers as gifts to mark significant events.

Researchers have discovered that looking at greenery can lead to a demonstrable reduction in stress within five minutes. Hospital patients with a view of greenery recover more quickly than patients who do not have such a view. The fact that a similar effect occurs when plants are introduced into the workplace will therefore come as no surprise. But the results will!

Many people are justifiably worried about the environment, the chopping down of the rainforests and the destruction of our valuable natural resources. Companies are also increasingly willing to take on social responsibility for the environment, and therefore consciously strive for a “green” image.

Naturally that “green” image must then also be reflected in the company's own premises.

Furthermore, there are substantial benefits to the company: less absence due to illness and better performance.

In this lecture Niek van Rest will prove with the result of a lot of research collected by the Flower Council of Holland how plants improve the mental and physical health.

The Business of Horticulture:
Professionalism in Product Design and Delivery
Mr Robert Percy, Australia
Proprietor and Director of Wholesale Operations, Aspley Nursery

Aspley Nursery has been operated by two generations of the Percy family since it‘s establishment in 1951. Over the years, the business has expanded to create modern production nurseries. Aspley has trained staff who have an accumulated wealth of horticultural experience and formal academic qualifications, to provide assurance of professionalism in product design and delivery.

Aspley Nursery is one of the first nurseries to gain accreditation in Queensland, under the Nursery Industry Accreditation Scheme Australia (NIASA). NIASA is an industry benchmark to accredit nurseries and growing media suppliers with stringent criteria and guidelines. The emphasis is on environmentally sound and improved production practices. It is a further rigorous assurance of the quality of products and services.

Aspley Nursery’s production facilities integrate the established principles of quality plant production with the latest technology. The modern design incorporates extensive use of concrete paths and drains. Water treatment allows water recycling while maintaining efficiency and cleanliness.

Aspley Nursery is active in professional organizations as the Horticultural Media Association and the Australian Region of the International Plant Propagator’s Society Limited. Aspley Nursery is also involved with the plant supply to Expo 90 Osaka, Japan, and is part of the team which entered a joint venture to design, supply and construct the Queensland Pavilion in Osaka. In conjunction with two other nurseries, Aspley Nursery developed the Expo 88 Epiphyte Forest, one of the highlights of the Brisbane Exposition. The success of such complex projects clearly demonstrates Aspley Nursery’s depth of expertise and resources to undertake any horticultural challenge.

The Business of Horticulture:
Integrating the Supply Chain – New or Cheaper
Jaap Kras, Netherlands
Director, Hortimarc, Publisher CEO, FloraCulture International

Jaap Kras is owner/founder of Hortimarc, an independent consultancy group. He is also Publisher CEO of FloraCulture International, a leading publication in the floriculture world. Jaap has also lectured extensively in seminars and exhibitions in many countries including Australia, Brazil, Israel, New Zealand, Poland and Vanuatu.

His presentation sheds light on the integration of the horticultural supply chain. The chain is defined as the process of exchanging demand and supply information leading to the exchange of goods and/or service and money. The art in today’s context is to manage and strike a balance with these flows to achieve a competitive advantage.

As aptly put in his title, the advantage can be obtained through either a new or cheaper product and/or service offering by managing the various flows in the supply chain. Integration can take place on two levels, horizontally or vertically, i.e. either across different products that are similar to current lines or across different functions in the value chain. Hence it is a matter of who is best able to anticipate the needs of the customers as well as the various stakeholders and act accordingly.

As such, companies which are able to bring forth new or cheaper offerings are the companies whom are able to manage the supply chain well.

Landscape: Materials and Technology of the Future
Integration Of Wetland Technology In Urban Design
Dr Tony Wong, Australia
Principal, EDAW

As a result of the combined pressures of population growth and climate change, new urban communities face a new and critical urban design challenge. These include ensuring that future urban landscapes encapsulate opportunities and technologies for resilience to the impacts of climate change, to face future uncertainties in urban water supplies, and provide ecosystem services to protect/buffer downstream aquatic environments and other ecological habitats.

Designing cities for climate change, particularly the sustainable management of water resources, requires a reversal in the conventional philosophical approach of urban communities. Our knowledge of the traditional ‘values’ of open spaces and landscape features needs to be bolstered with an understanding of the ‘ecological functioning’ of the urban landscapes that capture the essences of sustainable water management, micro-climate influences, facilitation of carbon sinks and use for food production.

The use of constructed stormwater wetlands in the urban landscape is becoming common practice. The effectiveness of constructed wetlands in water quality improvement is well documented. The proper design of these systems is not a straightforward task owing to its multi-disciplinary nature, the general lack of practical experience in their management and operation, and performance data on which design guidelines can be formulated.

Many pitfalls confront designers as they attempt to reconcile the interaction between the wetland hydrology and hydrodynamic behaviour with the various physical, chemical and biological treatment processes. Many of these pitfalls are borne out of misconception and inappropriate utilisation of available design guidelines.

Research and on-going refinement to practice have provided a sounder basis for sizing constructed wetlands for stormwater management and for its integration into landscape design. Collaboration with landscape architects and ecologist have ensure that these systems can be incorporated a feature landscape elements in urban spaces.

This presentation will outline the technical foundation underpinning these recent advances in the integration of wetland technology in urban design, describing recently constructed wetland systems in highly urbanised environments that have incorporated contemporary research outcomes, complemented by landscape architectural designs that feature these systems as public amenity assets in addition to their ecosystem services functions.

Landscape: Materials and Technology of the Future
Art and Garden Design
Dimitri Xenakis, Artist & Designer, France
Ms Maro Avrabou, Artist & Designer, France

In a very short time, we will attempt to depict the place of visual arts in the western garden design. By mentioning different historical periods, we’ll try to underline what are the main historical and cultural references that led to the contemporary form of art in the gardens. The whole conference will be illustrated by a slide show.

Successful Branding comes from a sophisticated combination of all factors,
A.	Art and garden design in the ancient Greek and Roman civilizations First green public spaces and private gardens. The place of sculpture, fresco and mosaic in gardens.
B.	Garden design in the European middle Age Hortus ans Herbalurius Functional gardens, places for meditation: Casi-absence of statuary. After year 1000, use of sophisticated fountains. The garden becomes again a place for entertainment.
C.	The Renaissance Gardens An intense architectural and artistic development period. A rediscovery of Greek and Roman cultures. Gardens as places for entertainment and surprise. Sculptures, caves, collaboration between sculpture and architecture. The question of perspective and point of view.
D.	Classical Garden. The Garden “à la Française” (The French Garden) Order and symmetry in complete contrast to the English Garden.
E.	19th and 20th centuries gardens. A place for innovation and discovery: Breaking the rules. Artworks in gardens, artists designing gardens.

Keynote Address: Developments and trends in contemporary Chinese landscape design
Prof Meng Zhaozhen, China
Vice Chairman, Chinese Society of Landscape Architecture
Council Member, China Academic Engineering (Landscape Architecture)
Professor, Department of Landscape Architecture, Beijing Forestry University

Prof Meng Zhao Zhen is a professor at the Beijing Forestry University’s (BFU) Department of Landscape Architecture. He also holds several leadership positions within the local industry including being the Dean of the landscape consulting team for the Beijing Government, Chairman of the Beijing Society of Landscape Architects, as well as Vice Chairman of the Chinese Society of Landscape Architects (CHSLA).

Through drawings and completed works, Prof Meng will present delegates with insights into the 3 core components of Chinese landscape design: design content, designers and their respective styles, as well as design implementation.

These 3 aspects are integral components to the growth and development of the landscape design profession. This is influenced by various factors including the variety of content, availability of designers and the diversity of style. He is a proponent of advancement by delving into China’s culture and tradition.

Cradle to Cradle – Sustainability in Garden Landscape
Nico Wissing
Designer, WissingTuinen

Nico Wissing is a Floriade Medal Winner and a member of the Floriade Think Tank for World Garden Exhibition 2012. Nico brings with him almost 25 years of experience in garden design, layout and maintenance. He is a pioneer of the Green City concept, advocating greening as integral to building and urban planning.

He will share with the audience during his presentation how garden landscape is a microcosm of the green city concept. A key feature of this initiative is the complete reuse of materials that are readily available in the operating region. Nico will also illustrate through examples how existing nature can be integrated into the landscape design and thus ensuring a seamless transition form indoor to outdoor space.

An underlying message in this presentation is also how the greening effort can contribute to the value of the underlying real estate.

Landscaping brings Spaces to Life
Allen Ang, Singapore
Head of Department (Commercial), Projects Division, City Developments Limited

"The luxuriant greenery that Singapore enjoys today is no accident of nature. Neither did the Republic's Garden City happen overnight. It took some 40 years of strong political will and the sweat and toil of many to sustain the effort. The tiny island's seamless green infrastructure of parks and streetscapes play an essential part of Singaporeans' lives, homes, workplaces and playgrounds.

In a 2006 study by the National Parks Board, more than 80% of Singaporeans surveyed believe that the Garden City improves our global attractiveness and enhances the quality of life of its residents.

Allen will present how City Developments Limited (CDL) as a private developer complements government's Garden City vision by providing green infrastructure in homes that create recreational experiences and lifestyles for families, and in so doing inspire them a love for the environment."

CASE STUDY
Case study: Hope for Rivers – Isa River Bavaria, Germany
Herbert Dreiseitl, Germany
Landscape Architect,
Visiting Professor, University of Hanover

In the last century many streams and rivers were canalised in concrete, wetlands were drained. As a consequence many human health and safety problems were solved. Hygiene improved as diseases were eradicated and flooding was mitigated as flow rates were increased. However a deeper look today, with a view to improved environmental and social function, shows that the engineering solutions alone are not enough. Canalisation created new problems such as the emotional isolation of people from the waterways, water quantity and quality issues and diminishing biodiversity and bio habitat.

In many regions and cities today river restoration design and management has adopted a more environmentally sensitive approach focused on integrating and enhancing the interaction of natural processes with the needs of modern society.

The case study of a river restoration like the Isar in Munich gives us a reason for hope.

Case study: FloraHolland – Unique Products & Strategies
Fred van der Hoeven, Netherlands
Manager, Business Development, FloraHolland

Fred van der Hoeven is from FloraHolland, the world’s largest marketplace for ornamental plants and flowers. Conference attendees will have the opportunity to hear first-hand, an insight to workings of flower auctions and how it plays an integral role in the global marketplace as a matchmaker, intermediary and knowledge center.

FloraHolland Connect is also a partner in the chain for growers and supplier to retail organisations which is involved in volume purchase. Fred, being responsible for business development and retail service for partners in the floriculture chain namely growers, wholesalers and export companies will also share with the delegates the concept of “Connecting Retail”. With plants and flowers becoming an increasingly important product category, this concept is about how suppliers may go one step further in the value chain by developing retail concepts in tandem with the retailers.

An insightful case study on the flower auction that drives the global marketplace.