LUGA - Luxembourg Urban Garden

What LUGA - Luxembourg Urban Garden does

LUGA - Luxembourg Urban Garden (LUGA A.s.b.l.) is a non-profit association constituted under Luxembourg law on June 20, 2019, that organized the inaugural Luxembourg Urban Garden exhibition (LUGA 2025) from May 7 to October 18, 2025. The exhibition comprised 80+ urban gardens, landscape installations, artistic projects, and agricultural works distributed across five emblematic sites — Parc Municipal Edouard André, Vallée de la Pétrusse, Vallée de l'Alzette, and Kirchberg in Luxembourg City, plus the Nordstad site in Ettelbruck — connected by 15+ km of trails. The event generated over 1,500 programmed activities including conferences, workshops, educational hikes, gardening sessions, and relaxation events, primarily free to the public with limited paid installations such as The Lower World by Susan Philipsz (from €12). Headcount stands at 17, including a four-person core team led by General Coordinator Ann Muller and Administrative/Financial Director Jacques Hirtt, supported by a Board of Directors constituted by representatives from the Ministry of Agriculture, Ville de Luxembourg, Ministry of Culture, Ministry of Economy (Tourism), Ministry of Finance, and an observer member from the Luxembourg Horticultural Federation.

The organization's product surface extends beyond the exhibition itself into infrastructure hubs (LUGA Culture Hub, LUGA Science Hub, LUGA Lab, LUGA Agriculture Hub), the LUGA Tasty range of co-branded local food and beverage products (Crémant wine, sausage, bread, ice cream, cocktails), and an official merchandise line including limited-edition €60 transats, t-shirts, caps, and water bottles sold via Sightseeing.lu and a pop-up store at 14 Grand-Rue. The LUGA ReCycle initiative extends the brand into material reuse, plant redistribution, and a December 2025 ReCycle Market. There is no proprietary technology stack; LUGA operates as an event and exhibition organizer rather than a technology company.

LUGA's revenue mechanics combine public funding (Ministry of Agriculture, Ville de Luxembourg, Nordstad/Ettelbruck), corporate sponsorship across a premium/official/project partner hierarchy (CFL, CODEX, Banque de Luxembourg, Spuerkeess, ArcelorMittal), limited paid ticketing for specific installations and workshops, and merchandise sales. The organization operates under the High Patronage of the Grand Duke and Grand Duchess of Luxembourg and received a commemorative POST Luxembourg stamp. Following the exhibition's closure, several installations were retained as permanent features by Ville de Luxembourg, and international partnerships were established with IGA Ruhrgebiet 2027 (Germany) and Art & Jardins Hauts-de-France 2026 (France), suggesting potential for cross-border brand migration within the European garden exhibition circuit.

Name

LUGA - Luxembourg Urban Garden

Legal name

LUGA A.s.b.l.

Website

https://luga.lu

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

LUGA - Luxembourg Urban Garden is a Luxembourg non-profit association that organized the country's first major open-air urban garden exhibition (LUGA 2025), spanning five sites across Luxembourg City and Ettelbruck with 80+ gardens, 15+ km of trails, and 1,500+ events serving residents, tourists, and educational groups.

Ownership category

akta.pro rank

Product category

Cultural Exhibition & Event Services

NAICS

Nature Parks and Other Similar Institutions (712190), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Lifestyle, Home & Garden Shows (MPAGAFAB)

akta.pro secondary industries

Local Community & Multi-Category Fairs (MPAGAFAO), Arts & Culture Community Festivals (Multidisciplinary Arts Weeks) (MPAGAEAG), Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Urban garden exhibition
• Landscape installations
• Horticultural events
• Agricultural projects
• Cultural event programming

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Limited paid admission for specific installations such as The Lower World by Susan Philipsz (€12+), while the majority of the exhibition remains free to the public.
2. Merchandise and Product Sales: Sale of official LUGA merchandise (t-shirts, caps, socks, water bottles, transats) and exclusive products such as Cuvée LUGA 2025 Crémant Millésimé (€21) through online shop and physical retail locations.
3. Corporate Sponsorship: Revenue from premium, official, and project partners including CFL, CODEX, Banque de Luxembourg, Spuerkeess, ArcelorMittal, and others.
4. Public Funding: Financial support from Ministry of Agriculture, Ville de Luxembourg, and Nordstad in partnership with Ettelbruck.
5. Event Participation Fees: Some events and workshops require registration and participation fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

LUGA organized Luxembourg's first major open-air urban garden exhibition (LUGA 2025), running from May 7 to October 18, 2025 across five emblematic sites in Luxembourg City and Ettelbruck (Nordstad). The exhibition featured 80+ urban gardens, landscape installations, artistic projects, and agricultural projects spanning 15+ km of trails, complemented by over 1,000 events including conferences, sports activities, creative workshops, educational hikes, and gardening sessions. Supporting offerings include exclusive LUGA Tasty food and beverage products, official merchandise, and the LUGA ReCycle sustainability initiative.

Product overview

LUGA - Luxembourg Urban Garden is an open-air exhibition organized for the first time in Luxembourg from May 7 to October 18, 2025. The offering consists of a main exhibition event featuring urban gardens, landscape installations, artistic installations, agricultural projects, and living spaces across five emblematic sites (Parc Municipal Edouard André, Pétrusse Valley, Alzette Valley, Kirchberg, and Nordstad in Ettelbruck). Supporting infrastructure includes four hub locations: LUGA Culture Hub, LUGA Science Hub, LUGA Lab, and LUGA Agriculture Hub. The portfolio also includes exclusive food and beverage products (Cuvée LUGA Crémant, LUGA Wurscht, Pain Fleur), official merchandise, and the LUGA ReCycle sustainability initiative. Over 1,000 events complement the exhibition across its 162-day duration.

Differentiator

Problem solved

Functional benefit

Products and services

• LUGA 2025 Exhibition Open-air urban garden exhibition featuring 80+ urban gardens, landscape installations, artistic installations, agricultural projects, and living spaces across five emblematic sites in Luxembourg City and Ettelbruck (Nordstad), designed by local and international landscape architects and artists. The 182-day exhibition includes 1,000+ events covering conferences, sports activities, relaxation sessions, creative workshops, educational hikes, and gardening sessions.
• LUGA Souvenirs & Merchandise Official merchandise line of LUGA-branded products including T-shirts (green, parma/violet, unisex), caps (blue, green, white), women's and men's socks (sizes 36-39 and 39-42), 500ml water bottles, lanyards, and limited edition deck chairs (LUGA Transat, €60 including VAT, dimensions 1250 x 540 x 32 mm with cover in recycled RPET). Sold to exhibition visitors, tourists, and the general public through the Sightseeing.lu online shop and physical retail locations.
• Cuvée LUGA 2025 Crémant Millésimé Exclusive LUGA 2025 vintage sparkling wine (Crémant) created in collaboration with Luxembourgish winemakers and matured in the casemates of Fort Royal. Sold at €21 per bottle through Luxembourg House, Grocery Luxembourg-Grund, Vinoteca.lu, the Sightseeing.lu e-shop, and partner establishments including Mikrokosmos, BAC Cocktail Bar, Youth Hostel, Gudde Wëllen, Mesa Verde, and Hotel Royal.
• LUGA Wurscht Exclusive grilled sausage made with Luxembourgish beef and pork, seasoned with local herbs from the 'Téi vum Séi' range. Part of the LUGA Tasty gastronomic product line supporting local Luxembourgish producers.
• Pain 'Fleur' LUGA par Fischer Exclusive bread product created by Boulangerie Fischer featuring seven small breads decorated with 100% Luxembourgish seeds, supporting local agricultural production as part of the LUGA Tasty product range.

Quantifiable outcome

• 182 days of exhibition with 1,500+ events attended by visitors
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, major and minor.

• Nordstad / Ville d'EttelbruckcoreStrategic or Co-development Partner · 20 June 2019Partnership with the Nordstad region and Ettelbruck municipality for the Agricultural Urban Trail (Sentier Urbain Agricole) and exhibition sites in the north.
• Fédération Horticole Luxembourgeoise (Luxembourg Horticultural Federation)coreStrategic or Co-development Partner · 20 June 2019Observer member in close collaboration with LUGA. Provides horticultural expertise and organizes gardens for the exhibition including 'Les Jardins de la Fédération Horticole Luxembourgeoise'.
• CFL (Luxembourg Railways)majorGTM or Marketing PartnerPremium partner of LUGA. Taking over 'Urban Oasis' installation from the exhibition for various CFL sites as part of the mobility partnership.
• CODEXmajorGTM or Marketing PartnerOfficial partner providing support for the exhibition.
• Banque de LuxembourgminorGTM or Marketing PartnerProject partner organizing guided tours of the exhibition with General Coordinator Ann Muller.
• Mudam Luxembourg (Museum of Modern Art)majorStrategic or Co-development PartnerInstitutional partner hosting 'The Living Pyramid' by Agnes Denes and 'The Lower World' by Susan Philipsz installations, creating dialogue between museum and exhibition.
• JCDecauxminorGTM or Marketing PartnerMedia partner providing outdoor advertising support.
• IGA Ruhrgebiet 2027minorStrategic or Co-development PartnerInternational partner from Germany promoting garden exhibitions and urban gardening culture.
• Art & Jardins Hauts-de-FranceminorStrategic or Co-development PartnerInternational partner from France for garden exhibitions. 'L'indiscret' urban garden to be reconstructed at Art & Jardins Hauts-de-France 2026 festival.
• Jardins sans LimitesminorStrategic or Co-development PartnerInternational partner promoting garden culture and exhibitions.
• Fonds de Solidarité Viticole / Domaines Vinsmoselle / Fédération Luxembourgeoise des Vins et SpiritueuxminorStrategic or Co-development PartnerCollaborated on creation of Cuvée LUGA 2025 Crémant Millésimé with support from LEADER Miselerland and Institut Viti-Vinicole.
• Lycée Technique Agricole (Agricultural Technical School)minorImplementation/ SI/ Consulting PartnerEducational partner providing agricultural expertise and maintaining the 'Arboretum LTEtt' installation at Nordstad site.
• Arnold KontzminorGTM or Marketing PartnerLocal partner sponsoring the Luxembourg Urban Virgäertchen competition by providing a Victoria bicycle as prize.
• POST Luxembourg (Philately)minorGTM or Marketing PartnerIssued commemorative stamp for LUGA 2025 exhibition.
• Lëtzebuerger Landjugend a Jongbaueren ZenterminorStrategic or Co-development PartnerYouth agricultural organization maintaining maize labyrinth and agricultural demonstrations at Nordstad.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Singapore Garden Festival: Biennial tropical garden and floral show held in Singapore, with international landscape designers and themed gardens. Comparable as a high-profile international garden festival, but at significantly larger incumbent scale than LUGA.
• RHS Chelsea Flower Show: Iconic annual British garden show run by the Royal Horticultural Society, featuring show gardens, trade stands, and large visitor numbers. Comparable category (premier garden exhibition) but broader commercial and incumbent scale versus LUGA's public-sector model.
• Keukenhof: World-famous Dutch spring garden open to the public each year. Comparable as a major destination garden attraction with high visitor throughput and sponsorship model, though more permanent and tourism-focused than LUGA's temporary exhibition format.

Direct peers

• IGA Ruhrgebiet 2027: Upcoming international garden exhibition in Germany's Ruhr region explicitly partnered with LUGA. Directly comparable as a regional government-backed garden festival with international laureates and themed installations.
• Floriade Expo (Netherlands): Decennial Dutch horticulture exposition held in Almere featuring themed gardens, pavilions, and large-scale landscape installations. Closely comparable to LUGA in scale, public-sector backing, and urban-gardening theme.
• Art & Jardins Hauts-de-France: French garden and art festival partnered with LUGA and hosting a LUGA garden reconstruction in 2026. Directly comparable as a regional cultural-garden event mixing landscape architecture and contemporary art.
• Jardins sans Limites: Cross-border garden and landscape exhibition network in the Greater Region. LUGA is an official partner; directly comparable as a regional garden festival circuit with rotating exhibitions.
• Domaine de Chaumont-sur-Loire (Festival International des Jardins): Annual international garden festival in France's Loire Valley featuring designer gardens, art installations, and landscape programming. Directly comparable to LUGA in combining curated gardens with cultural programming and paid/visitor economy.

Regional players

• Festival des Jardins de la Côte d'Azur: Regional garden festival on the French Riviera featuring ephemeral gardens in public spaces. Conceptually aligned with LUGA's temporary, public-space garden exhibition model but focused on a different geography and Mediterranean plant palette.

Others

• Metroland Cultuurfabriek / Floriande events (NL): Cultural venues in the Randstad region that host themed garden and lifestyle programming. Adjacent as ecosystem participants in the European garden-experience market rather than direct competitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/luga-luxembourg

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LUGA - Luxembourg Urban Garden