Reimagining the possibilities of a flooring showroom

by Ofentse Sefolo
Reimagining the possibilities of a flooring showroom

Belgotex Floors has reinvented the showroom experience with their newly-launched Belgotex Design Centre in Century City, Cape Town. The world-class Design Centre offers the public and industry professionals a creative space where they can have an inspiring look at the full Belgotex range, along with expertise from the on-site team.

The space will act as an inspiration hub, showcasing the brand’s flooring solutions and application possibilities in a design-led environment. It also provides a working space for professionals to meet with clients as part of the design development and specification journey. Additionally, Belgotex are developing a programme of trend talks and events for the public and industry in the space.

“We have always prided ourselves in leading by design and being the first to introduce the latest flooring technology to South Africa,” says Edward Colle, Executive Director of Belgotex Floors.

“The Design Centre is an example of this innovative, design-first thinking and is an exceptional, pioneering space in the South African flooring market. The environment is welcoming and easy to navigate, allowing our customers to rethink the way that they see and choose flooring.”

Designed by ITI, a Durban-based brand development and creative agency, the Belgotex Design Centre is just over 300 square metres and includes a contemporary showroom area and elevated textile concept gallery, a coffee bar, boardroom and mezzanine office space for Belgotex’s Cape Town-based professional team. Architects, interior designers and other creative professionals are encouraged to either explore the space alone or meet with their clients at the Centre, where they can choose between the informal coffee bar or the boardroom, which they can book for more formal meetings.

“The idea behind the new showroom was to put flooring first. It’s such an integral aspect of any space and it is often overlooked until the end of the design process. Flooring has such a huge impact on the aesthetic and sensory impression of a space that starting with it first is a more human, tactile approach,” adds Edward.

The space is inspired by life lived close to the ground as in Japanese culture. This informs a design concept characterised by horizontal planes and facets, where the flooring is elevated and honoured for its integrity. The showroom was conceived to be more like a public space, where you can pause and spend time being inspired, rather than just transacting. Because of this, the Belgotex products are displayed in such a way that they can be appreciated and spark creativity – from the “gallery” approach to textile concepts to the bespoke plinth displays showcasing the different ranges.

Once people have been informed and inspired by their experience at the centre, the Belgotex team will then refer customers to the best fitter for their needs. This makes the fulfilment process seamless for both professionals and the public, and removes the guess work of finding vetted suppliers. Existing Belgotex stockists can also bring their customers to the showroom to choose the perfect products for their space.

Belgotex Floors has been revered for its quality carpets and flooring solutions for over 30 years. From humble beginnings as Natal Nylon Industries in 1983 to a member of the multinational Belgotex International Group with seven companies over four continents, Belgotex Floors has developed into the leading soft flooring manufacturer in Africa. The brand has over 80 ranges of different flooring options for indoors and out, including carpeting, vinyl, artificial grass, underlays and rubber.

The Belgotex Design Centre can be found in the Matrix at Century City, adjacent to the Century City Conference Centre and Hotel. It is open from 08h00 to 17h00, Monday to Friday.

Design professionals can book the boardroom by contacting Renee at the Design Centre on +27 (21) 763 6900.

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