Decorex

Decorex SA - a proud portfolio

In the trend-driven environment of interior design, the ability to re-invent itself is one of the driving forces behind the success Decorex SA, the country’s leading exhibition brand in its field. With the eyes of the world on South Africa in 2010, Decorex SA, together with Plascon as main sponsor, media partner DStv and exhibitors will showcase the country’s interior design industry with exuberance and confidence. The goal? To appeal to buyers and consumers; woo them like never before; impress and excite them; offer them inspired solutions and arouse them with a ‘breath of fresh air.’

The Decorex SA brand, owned by Thebe Exhibitions & Projects, is a pioneer of the country’s interiors landscape. When Decorex SA held its first exhibition in 1994, the country’s interior design landscape was vastly different, but ripe with potential. That was the time that decorators and interior designers still mainly looked overseas for their design inspiration.

In the past 17 years not only did Decorex SA and the interior design industry sector flourish, but the show also played a pivotal role in making the consumer more design-sophisticated. Decorex Joburg and its counterparts in Cape Town and Durban attract over 100 000 visitors and trade buyers – local and international – annually.

Growth

An astounding 25% increase in visitor numbers at Decorex Joburg in August ’09 confirms the show’s esteem and influence. Not even a flattened economy could dampen the enthusiasm of exhibitors and visitors. It is clear that Decorex SA’s skillful combination of trends, innovation and creativity with excellent value and cost-consciousness is a winning formula.

“In an economic downswing consumers shop around a lot more significantly; they are also a lot more discerning when making purchasing decisions.” So says Melanie Robinson, exhibition director of Decorex SA, who, together with her team keeps the finger on the pulse of both the exhibition industry and the world of interiors to satisfy this new breed of ultra-discerning consumers.

While consumers will continue to turn to things that give them comfort and retain their balance, Decorex SA shows also provide this to visitors, especially trade professionals, insatiable appetite for novelty and newness.

Staying fit

How can a brand stay successful over such a long period? “Not resting on your laurels, for one”, according to Cairey Slater, Decorex SA general manager: exhibitions & events. “When you’re on top is exactly when you need to up the ante.”

The quality of exhibitors and the way they continue to lift their game is a key factor in building the Decorex SA brand image. “To sustain our standards the brand has to lead by example. We put 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.”

The capacity to build good relationships with long-standing sponsors such as Plascon, key industry players such as the Institute of Interior Design Professions and media partner DStv are also vital.

The Decorex SA Portfolio

Renowned as an excellent launching pad for new products Decorex SA has become a crucial event for local and international trade professionals who want to be at the forefront of who-and-what’s-new in the marketplace. Each regional show mirrors the essence of the specific region:

Trends & Tastes 2011
In search of ultimate sophistication? Want to achieve the insight that defines uber-chic? What does it take to identify your own unique style? And who guards those exquisite pieces that defy common sense and exude pure beauty? Decorex SA in collaboration with the Kitchen Specialists Association [KSA] are proud to introduce Durban’s exceptional new trend making and ground breaking consumer exhibition: Trends & Tastes – Creating the space and life you love.

Decorex Cape Town
Cape Town is unrivalled for its innovative and bold approach to décor and design. Immersed in leading edge design every day, the undisputed City of Chic needs a show to match: multi-award winning Decorex Cape Town brings together the most exquisite collection of exhibitors, design icons and rising stars.

Decorex Joburg
The ultimate roundup of what’s new and now for consumers and trade alike, with hall after hall filled with new reveals and the latest trends shaking up the décor scene. Fresh initiatives, special projects, themed pavilions and installations are continually introduced: being the biggest and the best is a strong motivator to keep on re-inventing the Decorex SA flagship.

Staying ahead

Taking the brand to new heights Robinson and her team develop new business concepts for Decorex SA – all in support of the South African interior design industry.

Industry voice: Conversations on Architecture:

This Decorex SA-exclusive seminar with must-attend status sheds light on the shape of the built future with an illustrious cast of international and local speakers sharing their vision, debating new directions and sharing ideas.

Brand partnership: South African Handmade Collection

Through Decorex SA’s commitment to craft South African Handmade Collection - the country’s largest trade expo for design craft co-locates with the show. Hosted by the dti, this trade show is born out of the craft industry’s enormous potential for job creation and the generation of income for peri urban and rural communities. As a brand the South African Handmade Collection represents the highest quality, design led, well manufactured, environmentally friendly South African craft products, conforming to fair trade practices.

Brand initiative: Decorex Limited

Since Decorex SA 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 ‘Decorex Limited’ in 2006 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 SA-profile of quality – and commissioning them to design an exclusive range for Decorex SA. A brand new range will launch at Decorex Joburg in 2010.

Themes: reflecting the times

Decorex SA marks its 17th year with a theme to match, namely ‘Breath of Fresh Air’. Tender, calm and relaxing, the theme ushers in a new era of enlightenment, airing the world of interiors with softness and beauty, releasing the past and energizing the new decade.

Choosing a show theme each year has become an important signal of what’s bubbling under the décor and design landscape. Since the debut show held at Gallagher Estate in 1994 - ‘Harmony in Colour’ - each year had a unique flavour: ‘Treasured Accents’ and ‘Come to the Party’ added to the Millennium excitement at the turn of the century; followed by ‘A Blend of the Best’; ‘Decorexceptional’ and ‘Inspiration & Interpretation’ drawing adoring crowds.

The following years hit the sweet spot yet again with ‘Patterns’ (2005), ‘Nature influences Living Spaces’ (2006), ‘Embellishing Space’ (2007) and ‘Imagine. Innovate. Realise’ (2008). Decorex SA 2009 was all about the ‘New Fusion’ of modern & focused, urban & rural, the designed & the discovered, the exotic & the close to home.

Green partnerships

Decorex SA and eco-caring partner Gallagher Convention Centre took hands on the journey to a zero-waste venue destination. Pick n Pay – leading sponsor of our first pioneering Pick n Pay Living Green Pavilion – joined this green adventure.

Decorex SA exhibitors are encouraged, challenged, informed and inspired to be part of the ‘green-think’, ‘green-do’ Decorex SA-way of life: from reducing packaging, re-using materials and eco-friendly printing methods. Visitors can enjoy many new green breathing spaces throughout the exhibitions.

Show dates

Renewed. Refreshed. Revitalised. 2010 and 2011 will once again see Decorex SA creating the ultimate meeting place for those who are passionate about décor, interior design, beautiful spaces, quality, local talent and international standards.