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 Decorex SA
Aug 8-12, 2007, Johannesburg, South Africa |
Decorex, the largest interior design exhibition in South Africa
Decorex looks to the future with a nod to the past
Decorex, South Africa's pre-eminent décor and design exhibition, enters its 15th year in 2008. A pioneer of the country’s interiors landscape, the award-winning Decorex portfolio, owned by Thebe Exhibitions & Events Group, continues to play a pivotal role in shaping the industry, in association with Plascon as main sponsor.
 “With South Africans spending more than R27 billion on homeware annually, a bright future awaits the local décor and design industry, while consumers are spoilt for choice.” says Melanie Robinson, director of Decorex SA. “We are proud to be instrumental through the years in stimulating the country’s décor and design industry.”
While tough competition from the global market place is a reality, the South African design industry will be able to face the flow of imports from the East and big brand names from the West through the quality of its design and manufacturing.
A peek back
Decorex SA was launched in 1994 when the décor industry sector was still in its infancy but beginning to show real potential for growth. As such, there was an enormous sense of anticipation and pioneering spirit that provided a dynamic context and contributed to the excitement and glamour surrounding Decorex’s arrival.
Most trade people remember the first ever Decorex SA show with nostalgia and fondness, noting the significance of Decorex SA in providing the first ever platform of its kind for the industry.
Choosing a show theme each year has become an important signal of what’s bubbling under the décor and design landscape. The debut show at Gallagher Estate in 1994 was themed ‘Harmony in colour’. Since then “Treasured Accents"; "Come to the Party" adding to the Millennium Excitement; “A Blend of the Best"; "Decorexceptional" and “Inspiration & Interpretation were some of the themes drawing adoring crowds. The past three years hit the sweet spot yet again with ‘Patterns’ (2005), ‘Nature influences Living Spaces’ (2006) and Embellishing Space (2007).
April 1999 was a milestone when Decorex Cape joined the fold. Decorex Kzn followed in 2001, the same year that Kitchens & Bathrooms Etc. was incorporated as a show-within-a-show.
Each regional show mirrors the essence of the specific region:
* Decorex KZN, in collaboration with The Kitchen Specialist Associations' Kitchen and Bathroom Faire, integrates the colonial style of Old Durban with the new internationally recognised design that is emerging from the region.
* Decorex Cape reflects the Cape’s status as the country’s epicentre of innovative design.
* Decorex Jhb: while offering the consumer immense variety, trade focus is paramount. This is the biggie; 5 days, hall after hall, the new reveals, the latest trends shaking up the décor scene, the unveiling of Plascon’s colour forecasts.
In 2000 South Africa RAI, the leading exhibitions and event company with global ties became the owner and organiser of Decorex SA. It is now owned by Thebe Exhibitions and Events Group. The ten year milestone in 2003 was celebrated with Decorex Cape being the first consumer show to be held at the new Cape Town International Convention Centre. Not only did it reach record attendance figures, the show was awarded the Best Consumer show in its category by EXSA, a feat repeated ever since.
In 2004 Decorex was re-imagined, with the zest and energy of the show’s pioneering spirit. Decorex Red becoming all the rage, signaling a bright new future for this benchmark show. Now in its 14th year Decorex SA has renewed its commitment to the décor and design trade, forging valuable links with business partners, from tourism and hospitality to fine arts and craft. Pure design and showcasing budding student talent are driving forces that will foster further growth.
Not just a pretty face
At the 2006 Awards Ceremony of The Exhibition Association of South Africa (EXSA), Decorex took home two coveted accolades, seen as the ‘Oscars’ of the SA exhibition industry.
Adding more bows to its string of achievements, two of the shows in its portfolio – Decorex Cape and Decorex Jhb – won as Best Exhibitions of the Year in their respective categories. Decorex SA is owned by Thebe Exhibitions, leading exhibition and conference organisers.
For the fourth consecutive year Decorex Cape took top honours as the best trade and consumer exhibition in the category 6 000 to 12 000 m2, while Decorex Jhb clinched the award as Best Exhibition in the highly contested larger than 12 000 m2 category.
“The quality of exhibitors and the way they continue to lift their game play a major role in our overall success,” reckons Melanie Robinson, director of Decorex SA. “The support from key industry players such as Plascon, our main sponsor, the South African Guild of Interior Designers (SAGID) and Design South Africa (DSA) are also vital.”
“As main sponsor of Decorex SA since the very first show 13 years ago, we are very proud of our relationship with Decorex,” says Anne Roselt, colour manager at Plascon. “Although the shows have grown enormously, so too has the quality and innovation of the exhibits - ensuring that Decorex continues to be the premier decorating showcase in South Africa.”
Robinson attributes the phenomenal performance of Decorex Cape to the quality of design-minded exhibitors as well as the world class facilities of the CTICC. “Decorex Cape attracts more designer level exhibitors, which appeal to the discerning visitor in Cape Town. To sustain our standards we lead by example, putting huge effort into the overall show design to create experiences that invoke all the senses. In turn this motivates exhibitors to strive for design excellence at their own stands.”
Decorex Jhb was a much tougher nut to crack. “We really went back to the drawing board last year, taking bold step to change the entire layout and focusing on the different areas that fall under the Decorex brand. This year we were able to perfect it, with the award confirming that our approach was the right one. “
In the first-ever Best in Business Tourism Marketing Awards programme, Thebe Exhibitions & Events, owners of Decorex won the best exhibition marketing campaign category for Decorex.
While winning these all-important awards is a feather in our cap, we are even more excited about its significance for the décor and design industry as a whole,” says Robinson. “It highlights the key role good design plays in the environments we work, live and play in.”
Up the ante
Not resting on their laurels, Robinson and her team are pulling out all stops to ring in the new. Being the best is a strong motivator to keep on re-inventing the portfolio. “When you’re on top is exactly when you need to up the ante,” believes Melanie Robinson, Decorex’s ever-elegant director.
The 21st century is said to be the age of aesthetics, setting huge demands for designers to cross the borders of mere functionality - new initiatives reflect this new era in Decorex shows.
Francois van Eeden, leading retail and commercial designer and his team at his company TRSD were brought onto the team to masterminds the design of the Decorex shows overall look and feel.
Taking the brand to new heights Robinson has carved herself a niche in developing new business concepts for Decorex – all in support of the South African interior design industry. These range from the much talked about Talk Show forums to the new Conversations on Architecture, where interior designers and architects debate issues. She brought another facet to Decorex by establishing the Decorex/Kizo Arts Awareness Programme, and creating a vetting process for all art on show.
Through her commitment to craft Decorex sponsors One of a Kind - the country’s largest trade expo for design craft, held in association with the Department of Trade and Industry. Decorex also saw the launch of its first retail range Decorex Limited.
NEW BRAND CUSTODIAN
The appointment of Cairey Slater as general manager with New Business Development. as her portfolio, is set to elevate the iconic Decorex brand to a next level. Slater, previously Marketing Manager for Decorex SA. will now be responsible for generating new ideas and projects to grow the brand. “I am very excited with this opportunity and cannot wait to put my ideas into practice and build this into a major part of the brand”, comments Slater.
Decorex brand initiative: Decorex Designer Hotels
The latest venture is Decorex Cape Designer Hotels, in association with Cape Town Tourism Western Cape Tourism and Cape Routes Unlimited to position Cape Town as the Designer Destination of Africa, here and abroad. This will not only stimulate design-minded visitors to SA, but also put interior design and related industries in the spotlight.
Business and leisure travelers wanting to stay over in a beautifully designed hotel in Cape Town need look no further than the new Decorex Designer Hotels website portal (www.decorexdesignerhotels.co.za). This website portal is a collaboration between Decorex SA and Cape Town Tourism, and features a selection of highly individual hotels offering a range of unique design experiences - from the excitement of the inner city to the elegant seclusion of the suburbs.
“Cape Town has earned its title as the country’s hub of innovative design, and is now ready to be positioned as the Designer Destination of Africa,” says Melanie Robinson, director of Decorex SA and member of the selection panel. “This initiative is a big step forward to market Cape Town to a different audience, both here and internationally. Not only will it stimulate design-minded visitors to SA, it will also benefit the interior design and related industries.”
The site captures the essence of the hotels, all billed as ‘places of design’. According to Robinson these carefully selected establishments take the concept of a hotel to a new level, where the design and artwork is on par with the excellent service and amenities. They also celebrate South African style and culture through their use of innovative furnishings and indigenous crafts.
Each hotel has been personally vetted by a member of the design team put together by Decorex SA. Members are all leaders in the design and tourism industries and include Sumien Brink, editor of VISI; Roger Martin the acclaimed Cape Town based architect and interior designer; Mariette du Toit-Helmbold, General Manager, Cape Town Tourism; Bronwen d’Oliveira, Membership Manager, Cape Town Tourism; Errieda du Toit, lifestyle writer and media consultant for Decorex SA and Melanie Robinson Director of Decorex SA, South Africa’s largest décor and design exhibition.
For information on how to become part of the Decorex Designer Hotels programme please contact the membership team at Cape Town Tourism at tel +27 21 487 6800 or via the website www.decorexdesignerhotels.co.za
Decorex brand initiative: Decorex Kizo Art Awareness programme
Many of the 100 000 annual visitors to Decorex shows are in the process of decorating their homes or are in the décor trade. This highlights the integral role that Decorex can play in providing a strong, high-profile platform for the promotion of the South African arts industry.
“Now, more than ever, visitors want to see original art at Decorex”, says Melanie Robinson, director of Decorex SA. “In high technology homes and workplaces it becomes crucial to remain connected to the emotions and energy captured in a work of art. With galleries clamoring to be part of Decorex, it’s vital that art of high quality be exhibited.”
Buying art for reasons other than simply matching it with scatter cushions gets the thumbs up from Decorex SA with the appointment of Helene Hibbert as art consultant. Hibbert, founder of Galerie Boulevard and artist herself, steer the selection of art exhibitors at Decorex shows. “Decorex is moving in a more curatorial direction in terms of selecting art which could interpret the local vernacular of South African culture and art making,” says Hibbert. “The vetting process is a vital step towards our goal to exhibit selective mainstream contemporary art of a more challenging nature where the viewer is confronted with more cerebral work.”
This process is also in line with the goals of the Decorex Kizo Art Awareness programme launched in 2006 to support South African art and promote the pleasures of living with original art. Themed ‘Open Studio’, Decorex invited Tay Dall (for Decorex KZN), Anthony Wakaba Mutheki (Decorex Cape) and Richard Scott (Decorex Jhb) to exhibit solo exhibitions.
AffordART, the 2007-initiative in the Decorex Kizo Art Awareness programme, features leading artists invited to show works priced around R3 000 to encourage collecting and living with original art.
Brand initiative: Decorex Limited
Decorex first stepped into retail in March 2006, with the launch of ‘Decorex Limited’, its first retail range. This exclusive new product range sells at all Decorex shows countrywide and on-line through the Decorex Limited e-shop.
Since Decorex was founded the brand has been established as leaders in the field of décor and design. Venturing into retail with its own exclusive product range was a bold, yet logical step to further grow the brand. It also results from the huge visitor demand for décor items to buy on the spot.
Essentially a seasonal range, the products reflect the overall theme of the shows. From the onset the decision was to source all items in the Decorex Limited range from suppliers that fit the Decorex-profile of quality – and commissioning them to design an exclusive range for Decorex.
In 2006 Decorex commissioned The Design Team, known for their fashionable SA-inspired hand printed fabrics, to design and manufacture decorative accessories for the home and kitchen. A Pepper Plum range completed the Decorex Limited debut range. In 2007 Decorex commissioned designer Yolande Wieners from Durban to create the latest range which will be revealed at Decorex JHB in August, 2007.
“The objectives of Decorex Limited are to act as a growth point for the Decorex SA portfolio, increase visitor satisfaction, add value for exhibitors, in addition to involving community projects in the design and production of select items,” says Melanie Robinson. “Moving into e-commerce through our Decorex Limited internet-shop is also a major step forward for us.
Contact Decorex SA at Thebe Exhibitions, Tel 011- 549 8300; Fax 011 549 8529.
Decorex SA
www.decorex.co.za
Decorex Jhb: 8 – 12 August 2007, Gallagher Estate, Johannesburg.
R50 per person (R40 pensioners and students)
10 am to 6 pm daily |
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