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. Decorex SA, showcases 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 and offer them inspired solutions. The Decorex SA brand, owned by Thebe Exhibitions & Projects Group, is a pioneer of the country’s interiors landscape and has over the past 18 years 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
With significant increases in visitor attendance in both Cape Town and Johannesburg this year, not even a flattened economy could dampen the enthusiasm of exhibitors and visitors. It is clear that Decorex SA’s skilful 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”, says Robinson. “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 partners such as 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:
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Decorex Durban
Now entering its 10th year, the Durban show has successfully run as KwaZulu-Natal’s most popular and exclusive décor and design exhibition. Having taken our cue from our exhibitors and the thousands of visitors that have passed through our doors, we are taking the concept of ‘designer living’ to a new level. A trend, decor and foodie paradise, Decorex Durban 2012 will create a dialogue that inspires and excites visitors and exhibitors alike by offering them an amazing lifestyle experience with a star line-up of leading brands and emerging talent. -
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, now in its 13th year, brings together the most exquisite collection of exhibitors, design icons and rising stars. -
Decorex Joburg
Decorex Joburg enters its 19th year in 2012. It’s the ultimate roundup of what’s new and now for consumers and trade alike. The show offers 5 halls, over 700 exhibitors, more than 75 special interest talks and demonstrations and nine exclusive pop-up restaurants across 22 000 m² of exhibition space. Fresh initiatives, new reveals, the latest trends 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 Melanie 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:
These national Decorex SA-exclusive seminars 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. Click here for dates and more
Brand initiative: Decorex Designer Collection
The Decorex Designer Collection is a quirky, colourful range of homeware and signature products by nine South African designers. Launching this unique range under the Decorex SA brand is a dream come true. It creates a valuable, very visible platform for local designers and gives South Africans a beautiful range of very desirable pieces. In clay. In porcelain. In turned wood. In painted wood. In printed textiles. In naturals, indigo, greys and turquoise. In recycled glass. In functional ware rooted in the small domestic rituals which hold our lives together. The collection is available at Decorex SA exhibitions and at www.decorex.co.za
Brand initiative: ‘It’s all in the Detail’ – the essential sourcebook for interiors
Whether it is finding an architect or an antique store, bathroom accessories or children´s bedroom furniture, fabrics, furniture or flooring, ‘It´s all in the detail’ has the answer. This nifty, pocket-sized publication and online directory points the way to a comprehensive pick of thousands of listings. The sourcebook, now in its 2nd year with a distribution of 80 000, has fresh designer looks, international appeal and easy-scout layout to match its on-trend content. Rich, colourful and varied photographs complete the visual. Complimentary copies are available at all Decorex SA exhibitions. Copies can also be purchased at www.decorex.co.za where listings can be viewed.
Brand initiative: It’s all about the Green
Owned by Decorex SA and distributed through Century Properties, ‘It’s all about Green’ is a new and highly informative publication striving towards developing an ethos of design, building and decor with a conscience, by living green! Through this publication Decorex SA strives to produce meaningful ‘green’ content that will not only move sustainable Green Living into the mainstream, but keep it there.
‘It’s all about Green’ features stories covering a variety of topics including: Green Initiatives, Energy, Organic Foods and Products, Gardening, Green Living and Products, Green Homes and Building, Recycling and Green Technology, just to name a few.
Green initiative: The Green Design Centre, managed by Decorex SA
Managed by Decorex SA, the Waterfall Green Design Centre is an all-inclusive resource hub for green sustainable living. It’s the first-of-its-kind showcase where all the partners are committed to providing the home owner with access to products and services that are environmentally friendly, green and have eco-integrity. Products and services range from kitchens, interior designers, paint, wallpaper, automation, landscaping, gas appliances, floor coverings, lighting, furniture, waste management and much more. The Green Design Centre is a one stop centre for new home owners, complete with a coffee bar and tranquil spaces to meet with your architect, contractors and builders whilst having all the products on hand.
