After the success of Decorex Africaโs radically reimagined return in 2022, RX has taken this dynamic trade and consumer event to the next level with the launch of South Africaโs Cape and Joburg Decor & Design Weeks. Marketing Director Sandra Jardim reveals how, in its 30th anniversary year, the event is inspiring and driving more business than ever.
Decorex Africa has been at the forefront of decor, design, and lifestyle trends for three decades, helping to launch thousands of businesses and making its mark on the industry. But times change, and the pandemic afforded the team an opportunity to reflect on their role, and the value they provide to the industry and their clients. This perspective has inspired their reinvention.
Decorex Africaยฎ Reimagined was launched in 2022, and delivered on the team’s promise to provide vital direction and leadership for the architecture, dรฉcor, and design industries. They embraced tight curation, progressive creative direction, an upmarket new Johannesburg venue, a specially commissioned state of the industry report, a brand new design summit, and a fresh brand identity focused on culture, community and storytelling, all of which was rewarded by supportive exhibitors, a robust trade programme, and enthusiastic crowds.
More than 51 000 targeted guests visited Decorex 2022 at both Cape Town International Convention Centre (CTICC) and the upmarket Sandton Convention Centre (SCC), which were ideal venues for the reimagined event and the event’s target market.
โWe didnโt get a chance to stop. Just as we were finished talking to one customer, thereโd be another waiting in line!โ
โWe didnโt get a chance to stop. Just as we were finished talking to one customer, thereโd be another waiting in line!โ commented exhibitor Lana Fredericks of Okra X Muyzu.
Houtlanderโs Stephen Wilson said the company had โan outstanding exhibition which was not only commercially successful in terms of sales but also great for our brand overall. It was a pure delight to reconnect with some of our fellow designers and meet fantastic new ones and we canโt wait to participate again!โ
A city-wide celebration
After the tremendous success of Decorex Africaโs return in 2022, RX took things to the next level for 2023, the show’s 30th anniversary year, with great results.
The Cape Town event in June was a sell-out, while in August, for the first-time ever, South Africaโs three leading decor and design exhibitions were united under the banner of โJoburg Dรฉcor and Design Weekโ to better celebrate the industry, promote the exhibitors, and excite and attract new visitors.
Decorex Joburg, 100% Design Africa and Design Joburg ran simultaneously, each retaining their own powerful and distinct identity, while all around them, South Africa and Africaโs top designers, retailers and creatives joined forces for a city-wide celebration of creativity, inspiration, and insight. The co-located shows made for the biggest design and decor event on the African continent.
Within the SCC, over 400 brands unveiled their latest creative products and design inspirations.
Within the SCC, over 400 brands unveiled their latest creative products and design inspirations. This was done under the curatorial guidance of former magazine editor and design consultant Bielle Bellingham, Decorex Africaโs executive creative director.
Top designers gave presentations and demonstrations across four dynamic and stimulating live stages. These free talks were a huge win with the audiences. Highlights included Dr Sechaba Maapeโs discussion on African indigenous design identity, Steve Smithโs panel on the business of design, and Steve Tanchel and Kokona Ribaneโs discussion on South Africaโs digital art future.
Assuming a bigger role in platforming and growing South African and African design and designers is a key focus for Decorex Africa. As a result, the show has partnered with Proudly South African, the government sponsored โBuy Localโ campaign.
In her feedback, Karin Cawthorn of South African furniture, lighting and design accessories company, KARE, said, โWhat an experience! From the very beginning โ the organization, communication, and feedback โ was professional, timely and clear. The show proved to be great exposure for KARE Johannesburg, as we were able to connect with regular clients and introduce the brand to new prospective clients and trade.โ
Over the last 30 years, Decorex Africa has hosted 14 600 exhibitors and welcomed 1.3 million attendees through its doors. The show’s organisers are committed to being a catalyst for the evolution of the interiors, design and lifestyle industries for decades to come. They plan to not only provide a platform for the best of African design, but also by exporting it around the world through international trade programmes, and by leveraging their relationships with sister RX events, including Maison&Objet in Paris, one of Europeโs most important interior design events.
2024 exhibitor bookings are now open. Find out more here.
