The Best Overall Stand Award at Decorex went to Belgotex, who created a memorable experience for visitors.

On 6 August, Belgotex Floors received the Best Overall Stand Award at the Decorex JHB 2016 Exhibition.

The Belgotex Floors marketing teams’ objective was to have an exhibition stand that matched International exhibit standards and could engage with both trade and consumer in a single dynamic space.

On this brief, Belgotex Floors’ agency, Marot & Sanders (M&S), conceptualised various aspects beginning with aesthetic presence of the structure and flow of the show stand. The structural design reflected the 3-D brand equity of the Belgotex Floors ‘B-device’ to create slanted walls topped with rounded curves allowing spaces to fold into one another.

The front of stand was designed to engage with consumers by launching the Lifestyle Collection through a touch screen App developed to identify flooring suited to the consumer’s lifestyle orientation. This enabled consumers to identify a range of product suited to their personal preferences, know as the five quintessential elements that define who we are. These are earth, air, fire, water or spirit, and sometimes we can even be all of them.

The opposite end of the stand was designed with an enclosed mini-theatre style room specifically to launch the Lifestyle Collection to the trade with video presentation and an automated curtain reveal of the new product range.

Between these two areas, M&S designed spaces for consumers and interior designers to lose themselves in – snippets of styled design, flooring textures and colour ways. Using Belgotex Floors vinyl planks, M&S made light fittings and a faceted lion trophy to showcase product colour and range, and simultaneously as décor elements for the stand. Perimeter walls of the stand were adorned with artworks made of product, frames, paint swatches and lifestyle images to engage with show goers through colour, textures and range to showcase how flooring becomes an integral component of design and décor as opposed to the last element on the décor list.

The end result was a show stand that exhibited the World of Choice that Belgotex Floors has to offer.

“Our passion is to inspire, and we felt that at this years’ Decorex we achieved that,” concludes Edward Colle, Executive Director at Belgotex Floors. “Floors are the creative foundation of any room, and by showcasing them in a unique and beautiful way, it allows the consumer to appreciate their beauty. The LifeStyle Collection is a simple and effective example of how residential flooring can be showcased and promoted beautifully. However it is only understood if you are in your element.”

To experience this for yourself, visit www.inyourelement.co.za.