There are currently over six million posts on Instagram under #urbanjungle. People there show how they’ve turned their homes into a mini-forest filled with indoor plants, and give advice on caring for their green roommates.
As the owner Carla Boschung (31) explains, especially the younger generation is increasingly interested in indoor plants. “While we used to be seen as young customers between the ages of 25-35, today we welcome even our customers between the ages of 15-25 in our store.”
Boschung has been running the urban herb shop Pflanzenerei for a year and a half. We currently have two branches in Zurich. The trained perennial horticulturist has been in the industry for 15 years and has witnessed various movements.
“The houseplant business is booming right now. Maybe because of Corona, because people are spending more time at home and investing more in their homes,” says Boschung.
Hype about indoor plants
The hype on social media about indoor plants is huge. A new term was even coined for people who dedicate their profiles on Instagram and Co. to plants: Plantfluencr (composed of the English words “plant” and “influencer”) or Plantstagrammer (and here are plant terms) and “instagrammer”) are names of passionate plant friends.
One of these plant agents is Swiss Mee Schmid. The so-called Plantlady inspires her followers with her green thumb on her profile. Around 150,000 people admire the small forest that the Lucerne native has created in his home.
The Urban Jungle living trend is complemented by natural materials such as wood, raffia, rattan or linen, along with plenty of green. If you want to complete the look, use decorative items such as floral-patterned pillows, curtains or duvet covers.
Swiss Plantlady shows how this is done:
Boschung also sees a great desire for greenery in townhouses: “There are fewer gardens in the city, but more interior space and balcony space or terrace. Overall, more people are being drawn into the city, you can’t afford the large spaces you used to.” This is why people think twice about getting as much of the small space as possible.
«Green invigorates and creates comfort»
One thing is clear for Boschung: “Whoever enters a room first green, then a non-green one, ultimately chooses the one that is always green.” Finally, enliven the natural color, create comfort and create a certain feel-good atmosphere.
And not only inside, but also outside. “Spring is a joy when everything is in bloom outside on the balcony or in the garden, while in winter everything is gloomy and gray.”
The right plants for the home forest
Now, if you want to set up a forest in your home that even Tarzan will envy, you should choose the right species while shopping for plants. According to Boschung, the following are the “most important” things everyone wants:
“We always have these types in our store.” However, each of these plants needs a different place and a different care. But if you’re a complete beginner, Boschung recommends Sansevieria (mother-in-law’s language), Zamioculca or Aspidistra. You only need to water them once every three weeks, and even dark corners will not bother this species. “You don’t need to cut or untangle them, just put them in the shower occasionally and get rid of the dust,” Boschung says with a smile.
The most important thing, though, is the recommendations in the store, so that the perfect plant for everyone can be identified. “Our goal is to give plant fans the best advice possible so they’ll be happy with their green roommates for years to come.”