The Hydrangea Project is launched during Festuris and marks the beginning of a movement to restore the essence of Gramado

The history of hydrangeas in Gramado began in 1918, when the couple Osvaldina and João Leopoldo Lied brought the first seedlings of the flower from Rio de Janeiro, which soon spread and became a symbol of the city. Forty years later, in 1958, the legacy gained strength with the creation of the Festa das Hortênsias (Hydrangea Festival), a milestone in the beginning of tourism in the municipality.

Now, during the 37th Festuris – Gramado International Tourism Fair, this trajectory has gained a new chapter with the launch of the Hydrangeas Project, in a symbolic act of planting the flowers that for decades have represented the soul and enchantment of the Serra Gaúcha.

Conceived by businesswoman Beatriz Gehlen, curated by Luciana Thomé, and carried out by Rossi & Zorzanello, the project was created with the purpose of reviving the essence of Gramado and strengthening the community's sense of belonging. Through educational, cultural, and social actions, the movement aims to connect the past, present, and future of Gramado, a city that has become a global benchmark in tourism for its hospitality and natural beauty.

One of the central pillars of the initiative is integration with the education system, involving students from municipal schools in activities ranging from planting hydrangeas to workshops and teaching materials about the symbolic flower and its importance for local tourism. There are also plans to create a children's book and an educational game, reinforcing the commitment to education and strengthening community values from childhood.

Festuris CEO Eduardo Zorzanello emphasized the transformative nature of the initiative. “This project rescues history, rescues the essence and, most importantly, meets the needs of the community. It is a transformative agent. We are talking about education, about forming new citizens with values, and we will be there with them,” he commented.

Businesswoman Beatriz Gehlen, creator and ambassador of the project, was moved when recalling the history of the flower that transformed the city into one of the most enchanting destinations in the country. “We are here to plant hydrangeas, which were the embryo of the great events in past years and will continue to be our source of inspiration, developing our sense of hospitality and enchantment,” said the project ambassador.

The Gramado Municipal Garden has been tirelessly dedicated to the production of new seedlings, with teams working to ensure planting in different parts of the city. The Hydrangea Project represents the beginning of a movement to value local identity, celebrating the legacy, natural beauty, and welcoming spirit that make Gramado a unique destination.