Gramado is preparing to enter a new chapter of cultural and historical appreciation with the Hydrangea Project—an initiative that goes well beyond beautification. Officially introduced during the Festuris 2025 preview event at Instituto Caldeira in Porto Alegre, the project is set to debut next November in Festuris’ traditional Luxury Area.
Conceived by businesswoman Beatriz Gehlen, curated by Luciana Thomé, and produced by Rossi & Zorzanello, the Hydrangea Project aims to reconnect Gramado with its essence, inspired by the flower that helped transform the city into one of South America’s most celebrated tourist destinations.
The initiative blends education, culture, and community engagement, anchored in Gramado’s tourism economy. Local schools will play a central role, with students participating in workshops, educational material distribution, and creative activities designed to underscore the hydrangea’s role as a symbol of hospitality. Plans also include community planting events, the release of a children’s book, and the development of an educational game.
“My first visit to Gramado was at age fifteen, and I was completely enchanted—the hydrangeas were in bloom. For me, this was the city of dreams,” recalled project founder Beatriz Gehlen. “My wish is for Gramado and surrounding communities to come together to make the region even more beautiful and filled with hydrangeas.”
Curator Luciana Thomé added:
“This is about reclaiming Gramado’s identity through tourism and hospitality, rooted in tradition, innovation, and education.”
Festuris CEO Marta Rossi emphasized the project’s legacy:
“This is more than an aesthetic celebration—it’s a movement of cultural renewal and emotional recovery, designed to rekindle pride in Gramado and leave a legacy for generations to come.”
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