New showroom a flagship for design

by Darren
Belgotex new showroom Jnl 4 15

A beautiful showroom serves as an ideal example of what can be achieved by incorporating inspired innovative ideas and products.

Their showroom at Belgotex Floors’ Pietermaritzburg Head Office has been revamped and transformed into a beautiful and memorable design space that showcases their broad selection of products perfectly.

A stunning display of modern, open-plan design, the bright and bold interior is a visual feast of creative “interconnectedness”, perfectly aligned to Belgotex Floors’ new brand identity. “We wanted a light, bright and exciting space that inspires designers and visitors to use our products in interesting ways,” says Frank Moffat, Chief Executive of Belgotex Floors.

In line with international trends that are moving more towards organic, flowing interiors – or “the interconnected workplace” as designer Tim Prins puts it – the massive expanse was carved up using visual cues on the floor rather than physical barriers such as walls. Bright, colourful accents and various types of floors demarcate different zones, while large, double-volume glass windows and doors add natural light and height to the already strong architectural elements.

Tim Prins, who heads up the interiors division of TC Design Architects in Johannesburg, was personally involved in the project, given his relationship with Belgotex over the years and his fondness of their product and brand. “The challenge was to create an attractive display about the floor without distracting from the product,” he explains.

Functional and fashionable tufted tiles in light and dark grey from the versatile Mod Design collection welcome visitors into the showroom, while random colour-blocks of bright, patterned tiles usher individuals towards different activity zones. “Each area is designed to be distinct with its own unique character, but naturally flow from one to the other,” reinforces Tim.

The perfectly manicured lawn in the Duraturf zone, complete with funky bar stools and high-top glass table atop the signature “B” device (for Belgotex) designates the outdoor flooring area. Charcoal sofas in the residential “Round Room” provide a comfortable retreat outside the graphic, art-adorned “Square Training Room” boasting high-tech AV equipment.

It should also be noted that the fashionable foundation in the café area alongside the Retro Red kitchen was formed by Nottingham distressed wood vinyl planks in complementary tones beneath the raw wood artisan table. Upstairs, the executive suites ring the glass “Fishbowl” boardroom, centred atop cheerful ColorGrass in turquoise. Traditional grey geometric tiles, livened up by the odd Duraturf inset here and there, create a formal corporate feel.

Every product category, including Broadloom; Needlepunch; Custom; Vinyl; and Duraturf, is represented on white vertical wall displays along the periphery. Low geometric gondolas, similar to those seen at Domotex 2015, add further tactile focus points throughout the expanse.

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