Synonymous with ground-breaking concepts in décor, design and lifestyle elements, Decorex Cape Town has managed to keep ahead of the field by constantly introducing innovative features and showcasing the best of South Africa’s décor artists. This year, Decorex Cape Town will be celebrating its 20th year of décor excellence.
“For 2018 we have planned really strong, décor-focused shows which maintain the high calibre of craftsmanship for which Decorex is renowned,” said Sian Cullingworth, Portfolio Director at Decorex SA. “We are always re-inventing, re-investing and changing to suit the constantly evolving décor industry and all its associated trends. It is important for us to know exactly what is happening on a global level from a décor viewpoint, as well as within the exhibition space. We have always worked hard to remain ahead of the game in South Africa, establishing ourselves as leaders in both the décor and exhibition fields and a large part of this is ensuring sound return-on-investment to our exhibitors. This is ultimately achieved by researching pre and post-exhibitions to analyse what our visitors want and what our exhibitors need.”
At the Start
1999 saw the launch of the Decorex brand within the Mother City with the introduction of Decorex Cape Town at Spier Wine Estate, with just 69 Exhibitors and 15 000 visitors. This date marked the official introduction of ‘Decorex Cape Town’, although the city had already been a ‘design hub’ for the past five years, with many designers emanating from the region. With limited exhibition venues available at the time, the stunning Spier Wine Estate – complete with an elegant marquee – seemed the ideal solution. The exhibition was established as a more intimate version of its Joburg counterpart, drawing on the city’s vibrant energy and refined taste.
Themed ‘A Blend of the Best’, there was a strong ‘feng shui’ element the worked throughout the 1999 design trends with beige and white colours set alongside floral fabrics and wallpapers. These – as well as the introduction of silk flowers – have all re-emerged as design trends v, showing the fluid, organic nature of the design industry.
Launched just before the new millennium, Decorex Cape Town emerged in an era when internet was becoming mainstream and face-to-face connections less prominent. The exhibition sought to create a more engaging platform for the design world, bringing back the notion of personal interaction with products and highlighting the importance of sensory connections with décor. However, the global influence that emanated from the digital age was definitely incorporated into the design space and Decorex Cape Town saw a closing of the gap between international and national trends.
Plascon have been title sponsors of Decorex SA for 25 years and Decorex Cape Town for the past 20 years.
“As the show’s paint expert, Plascon has been tasked with bringing the exhibition to life through colour, transforming a blank canvas into a dynamic environment that leaves the visitor inspired,” said Katlego Kondlo, Plascon Business Unit Head Decorative, Colour and Professional. “The changing colours of the exhibition throughout the years have worked to express the mood and tone of that particular time, bringing about a sensory experience that elevates the spirits. While the colour palette continues to change and evolve to match both the time and space of each exhibition, Plascon’s interactive stand has remained a fixed mark that visitors gravitate towards for colour inspiration and assistance.”
This year, Decorex has been coated in Plascon’s Pasta Primavera, the colour match of the chosen hue, Mature Pink. This particular colour palette has served to express the #rhythmoflife theme, conveying a gentle, nuanced flow throughout the exhibition space through soft pink hues, muted minerals and the greenery of hanging plants.
A New Home
As demand grew, and with the establishment of the Cape Town International Convention Centre (CTICC) in 2003, the site of the now entrenched Decorex Cape Town was relocated to this accommodating venue – the first consumer exhibition of its kind for the CTICC.
The notion of direct engagement worked and Decorex Cape Town has since grown to 300 exhibitors showcasing only the best the industry has on offer with over 36 000 visitors – consciously remaining a third of the size of the flagship exhibition. This high-end trade show, which is celebrating its 20th milestone this year, continues to attract both local and international attention from those in the design industry.
“All the decorators and designers are specifically from Cape Town and the unique aspect of this internationally-appreciated city is reflected in a number of features,” explained Cullingworth. “This year will see the introduction of 100% Clay, an innovative installation running as part of 100% Design South Africa, alongside Decorex Cape Town. This will give visitors the chance to witness the stunning work by South Africa’s leading ceramicists. There will also be an art gallery and well-represented craft sector which speaks directly to the Cape Town market.”
Known for its elevated property values associated with the enviable lifestyle and natural beauty of the region, Cape Town has a thriving building industry. In tune with the market, Decorex Cape Town has expanded its ‘Plan and Build’ sectors, as well as the ‘Kitchen and Bathroom’ sectors, as a way to demonstrate the products and designs available.
Behind the Scenes
Decorex Cape Town is backed by globally-renowned exhibitions company, Reed Exhibitions, a leading global events’ organisation with more than 100 years of combined industry experience. Decorex Cape Town received the 2017 award for ‘Best Trade and Consumer Exhibition 6000 to 12000 square metres’ at the Association of African Exhibition Organisers’ (AAXO) ROAR Organiser and Exhibitor Awards.
Commenting on the milestone exhibition, Cullingworth said visitors could expect an amazing line-up of innovative features that celebrate current trends and a history of décor excellence. “The popularity of Decorex Cape Town is connected to the trend-setting installations which draw on timeless elegance while maintaining quality craftsmanship. This year has a great selection of influential features which will resonate with established Decorex Cape Town visitors and new attendees.”
Some of the new features to expect include:
- Rooms to Grow – Baby, Toddler, Tween & Teen
- The Rhythm Bar
- She Sheds Project
- The Beach House | The Hotel Room | The Apartment
- Lighting, Natural, Textile and Design Elements
- The Tasting Room Wine Bar
- #withlovefromdecorex Feature
- The Kitchen Trend Project
- The Bathroom Trend Project
To view these and many more #rhythmoflife milestone décor, design and lifestyle features and products, get to Decorex Cape Town – sponsored by Plascon – for the 20th birthday celebrations.