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Décor defined

by Darren
Decorex Jnl 6 14

Annual exhibition reflects SA’s support for the décor, design and lifestyle community.

This year’s DECOREX Joburg not only incorporated a new look, but also saw the addition of a brand-new exhibition, further contributing to its reputation as one of Africa’s most premier décor and design destinations.

Internationally acclaimed 100% Design has exhibitions which take place in London and Asia. The first-ever 100% Design South Africa launched to great acclaim alongside DECOREX Joburg, its addition resulting in the occupation of all seven available halls at Gallagher Convention Centre in Midrand. Decorex Joburg showcased the widest variety of designs, products and services under one roof to a diverse and enthusiastic audience of both trade and consumers.

This year’s theme ‘Design your Life’ focused on the rise of individual style and kicked off with the Design and Trends Forecast by Caesarstone, featuring trend analyst Dion Chang of Flux Trends. Other highlights included South Africa’s first glimpse of the 2015 paint colour trends, courtesy of Plascon, who revealed their colour forecast for next year in four corners of the colourful Plascon house.

The Belgotex Trend House showcased the work of several interior experts by using a variety of Belgotex floorcoverings. The designers included Design and Décor Lab, Antiques and Heritage of Europe, Paperspace, Anita’s Interiors, Interior Motives and Living Divani.

The significant amount of work and number of innovative designs that went into every single stand did not go unnoticed, as was evident at the DECOREX Joburg stand awards and exhibitor function that took place on Friday, 8 August 2014. Decorex General Manager of Sales, Angela Chatfield, and her team were assisted by an all-star judging team which included Desmond Laubscher, past President of The South African Institute of the Interior Design Professions (IID); Marc Shotland, Group PR and Marketing Executive at Home Fabrics; Robyn Alexander, the new Editor of Sunday Times Home Weekly; as well as Marcelle Crowther of Hocus Interior Design Studio.

The Best Overall Stand award went to a two-storey stand that had been admired by the judges for quite some time. According to them, Eva-Last team’s clever usage of product and passion for what they do won them over. They also admired the use of multiple products and the complete confidence that the Eva-Last team have in all that they do.

The Best Décor Stand award went to Plascon for the manner in which they reflected the 2015 Colour Forecast in the decorating of their house, which the judges believed was unique and compelling.  In turn, The Best Green Product/Stand award went to Umdabu Creations for their unique and stylish tables using tree roots and slabs. The judges were inspired by their product and their simple but elegant style.

The award for The Best in the Bathroom and Kitchen category went to Franke Kitchens for the manner in which they mesmerised the judges and showcased a brilliant variety of products. One judge noted Franke’s clever decision to brand the floor, ensuring that everyone knew where they were situated.

As the unanimous winner for the most Interactive Stand, Numatic International showcased their ability to transform all things British and make it their own.

These awards are by no means an exhaustive list, with several other categories further highlighting some of the most creative and technologically advanced products in the industry.

Through an intensive digital trade campaign, as well as the launch of 100% Design South Africa, DECOREX Joburg attracted a number of industry guests to the exhibition – 31% of whom are industry accredited. Visitors were primarily from the LSM 7-10 group, between the ages of 26 and 56, residing in South Africa and interested in improving, renovating or decorating their living spaces.

With the success of DECOREX Joburg 2014, it has most certainly given us a glimpse into Decorex SA 2015 which will, with no doubt, enhance its reputation as an exhibition driven by an inherent passion to contribute to Africa’s décor, design and lifestyle community.

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