INVITATION TO PARTICIPATE IN THE CCBC BUSINESS EXCELLENCE AWARD – 2018
17 SEPTEMBER 2018
Date: 30 July 2018
FOR IMMEDIATE RELEASE DECOREX JOBURG CONTINUES TO DOMINATE THE EXHIBITION SPACE 25 YEARS ON
What started as a dedicated décor exhibition 25 years ago has evolved into Africa’s largest décor, design and lifestyle exhibition, featuring the latest trends and attracting thousands of visitors through its doors annually. Decorex Joburg, presented by Plascon, has managed to remain ahead of the curve, growing and adapting to reflect the industry while always retaining the quality and sophistication that sets the exhibition apart.
Sian Cullingworth, Portfolio Director of Design, Lifestyle and Retail Exhibitions at Reed Exhibitions, took a moment to reflect on how Decorex Joburg has managed to dominate the décor exhibition space year-on-year for two-and-a-half decades.
“It’s all about innovation and reinvention,” said Cullingworth. “In 1994, we were specifically a décor and design exhibition, we’ve now evolved to include new categories as they’ve emerged… ‘Plan and Build’, ‘Outdoors’, ‘DIY’ ‘Craft’ and our biggest growing sector kitchens and bathrooms… we work hard to give the visitors what they want. There’s also lot of global influence now which has impacted the local market and we’ve managed to incorporate this while not overshadowing the incredible local talent.”
Decorex Joburg started out with 144 exhibitors in one hall and has expanded into a further six halls, featuring more than 800 exhibitors. Among the initial exhibitors were headline sponsors, Plascon; The African Institute for Interior Design Professions (IID); Belgotex Floors; Nouwens and international award-winning designer, Stephen Falcke, now patron of Decorex Joburg – all of whom will feature in 2018. These globally-renowned organisations have grown alongside Decorex Joburg, sharing the exhibition’s vision of growing the industry.
Commenting on elements that have impacted the exhibition space in 25 years, Cullingworth noted ‘technology’ as the biggest influencer: “When we launched in 1994, it was approaching the turn of the millennium. The internet was becoming more widespread, people weren’t using libraries and looking at books, they were experiencing design online. This enhanced pace increased the pace of the industry. Technology also changed how fabric and wallpaper prints were created. 3D printers, which were launched in South Africa about four years ago, have completely revolutionised the creation of design.”
Decorex Joburg has also collocated with two top exhibitions, enhancing the consumer and trade experience. Five years ago, the country’s leading product design showcase – 100% Design South Africa – collocated with Decorex Joburg with the International Sourcing Fair joining this illustrious set in 2018.
Looking to the importance of exhibition space in the current times, Cullingworth said they remained one of the most powerful marketing tools.
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