9-13 August 2017 Gallagher Convention Centre - Reed Exhibitions
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9-13 August 2017
Gallagher Convention
Centre
CONTENTS (Click the links below to navigate the Post Show Release) • Overview • Visitor Numbers, Statistics &Feedback • Marketing & PR Campaign • PR Coverage & Clippings • Social Media Coverage • Exhibitor Awards • Exhibitor Feedback • Conclusion
Note from the Director “This was, beyond measure, one of the best Decorex Joburg exhibitions and I feel the event perfectly captured the irrepressible energy that makes this one of the most exciting cities to visit. The colours and textures were incredibly diverse, giving visitors a real taste of the trends that have taken hold of this year, while also getting a sense of what will be weaving its way onto 2018’s canvas. Design, like any artform, is an ever- changing, energised discipline with no clear-cut lines and I think this was very evident in the incredible fabrics, products and designs that featured at Decorex Joburg 2017. I just cannot wait to see what the next year holds.”
SPONSORS
Overview
Thousands of visitors passed through seven enticingly curated exhibition halls featuring the latest lifestyle products and on-trend décor and design furnishings and accessories at Decorex Joburg which took place at Gallagher Convention Centre from 9 to 13 August.
Colour and style continued at Caesarstone where event co-sponsor showcased the three enchanting new designs to their collection, inspired by the exquisite appearance of natural stone. Moorland Fog, Montblanc and Rugged Concreate feature a variety of intricate veins, bold colours and textures. A perennial favourite once again drew in big crowds as the team from Kansai Plascon revealed the bold new colours for 2018 during the Plascon Colour Forecast. Colour experts were on-hand to discuss the latest colour developments with visitors while giving useful colour contrasting options for home improvements.
Cementing its reputation as Africa’s premier décor, design and lifestyle exhibition, Decorex Joburg welcomed a number of new features to its impressive programme, while retaining popular installations. One new feature, the Decorex SA Trend House, managed to touch on a number of design influences all of which were cunningly curated by Anita Bloom, Creative Director: Lifestyle, Design and Retail Portfolio, into a home space that gave visitors a chance to see the trends in action. Visitors were then transported into Hall 6 for the newly curated Art * Wine * Design section where they enjoyed some old-world continental charm with tasteful touches of Africa. The Hall was completed in warm, terracotta colour palette and neutrals from Kansai Plascon paint colours with touches of the whimsical ocean.
‘Lavish simplicity’ of the interior-exterior living space emerged at this year’s Decorex Designer Spotlight where Sandton-based design studio, Baxburg, showed exactly why they’re at the forefront of the integrated interior and landscape design. Patron of Decorex Joburg and award-winning interior designer, Stephen Falcke, once again displayed his inimitable style. Drawing on his extensive travel influences, he curated a masterpiece bathroom space which oozed luxury and sophistication through the incorporation of an antique copper bath and basin, mirrors, chairs and a daybed. This modern space was completed in a stunning cobalt blue and gold yellow bringing warmth to this retro installation.
Local talent was further illuminated at the Décor District presented by Canvex where designers, Décor Identity, Bockhaus Designs, Distinctive Designs Group and Mia Bella Interiors were able to project their vision for this year’s trends in a room setting while incorporating the Canvex ‘Conscious Environment’ and Decorex SA #livingdream themes. Tasty milkshakes, popcorn, donuts, macaroons and even delectable healthy alternatives were on the menu at the Milk JUG Café, a children’s eatery and entertainment feature located in the heart of the children’s décor stand. And to ensure every exciting element was given its due, this year saw the introduction of the fully-equipped Bloggers Lounge where the country’s leading trendsetters could enjoy a complementary cup of Illy Coffee while crafting some creative décor copy.
The emphasis of the natural element and its importance in day-to-day living entwined its way into the Forest Lounge feature. Brought to life by Andy from Distinctive Designs, this feature perfectly captured the Urban Jungle trend which incorporated nature’s neutral colour palette and life-giving energy into this exquisite forest setting. Visitors were also given unique insight into why the kitchen is increasingly becoming a central focus of the home in the Kitchen Trend Feature presented by Careline Living Space. Also interpreting 2017’s kitchen trends in an appetising installation were Eurofit Kitchens and Cupboards, Unique Kitchens, Micah Kitchens, and Universal Kitchens and Granite; all of whom participated in the popular Franke Kitchen Design Project feature, this year themed ‘Simplicity in Design’.
Helpful insights continued at the Builders DIY Theatre where Builders’ Home Made Easy (The Home Channel on DSTV 176) presenters, Tanya Visser, Elle Franco and winner of the Builders’ presenter search, Ryan Paulsen, as well as DIY guru, Dave van den Bergh all put on a great demonstration of home DIY projects including making a side table from a scrap of wood and a wine rack using only copper piping. Keeping things heated in the kitchen was the Gourmet Cooking Theatre – sponsored by Hirsch’s and Whirlpool. Here, entertaining local chefs gave home-inspired talks while performing fantastic cooking demonstrations, all in a trendy kitchen installation with countertops sponsored by Caesarstone and sink and tap installations sponsored by Franke SA.
Design fused effortlessly with great taste at the new installation, Noir Restaurant + Bar presented by Bavaria. This gracefully classic creation, which perfectly portrayed the extravagant Black on Black trend, and styled by Colette Living kept visitors hydrated with a range of drinks including Bavaria’s delectably fruity non-alcoholic options. And for those looking for a warm beverage, the Coffee Cup by Illy had the perfect selection of percolated brews to keep the winter chill at bay. Local craft talent extended into Hall 5 where 60 enterprises, representing the South African Craft Collective (SACC), showcased a variety of home, gift and fashion accessories among others. These crafts, suited to the local and international market, were snapped up onsite at the SACC Collective Shop.
South Africa’s leading product design showcase, 100% Design South Africa, took place alongside Decorex Joburg for the fourth year. Visitors were treated to stimulating and inspiring displays from over 130 local and international exhibitors, showcasing only the best in furniture design, textiles, lighting, wallpaper and product design.
Visitor Numbers,
Statistics &
FeedbackThe 24th instalment of Decorex Joburg saw over 54 000 quality ABC audited visitors with an increase of 11% in
trade visitors and 3% in visitor numbers. In the current economic conditions, this is outstanding.
3% Increase in Visitors 11% Increase in TradeCONSUMER VISITOR COMMENTS: "Decorex 2017 was a true feast for the senses - from the gorgeous local designs and functional artwork to the top of the range home furnishings and delectable deli items and treats to sample, we enjoyed every second! The show had a busy-and-buzzing vibe, which was testament to the enthusiasm and excitement of the showgoers - there was something for everyone". Roelia, boozyfoodie “Decorex ’17 was incredible. Thank you to everyone of you that came to say hello. Thank you to @plasconspaces for giving us this incredible opportunity. See you next year!” Donald Nxumalo “Great show… all so friendly. Explaining their products… great smiles and laughs… beautiful designs, love it!” Gabriela de Carvalho “We had an awesome time at #decorexjhb17 See you next year Decorex SA for more awesome deals.” Thamaray Francis “#livingdream ah what a lovely day it was thanks Decorex!” Christin Jane Green “Decorex jhb done and dusted! A brilliant experience as usual! I spent most of the weekend chatting to phenomenal artists, creatives my heart is bursting with love for the creative industry!” loveartbyneeta “Get inspired! Functional, fun, beautiful - take your pick! Simply stunning (and Proudly South African) products and services on display at this hugely popular expo! What a treat!” gpboozyfoodie “We visited the @decorex_sa and @100percentdesignsa this past weekend. What a great display of creativity and talent.” Jhb InSpaces
Marketing & PR Campaign
A refreshed marketing strategy and an increased spend ensured a comprehensive marketing, advertising
and PR campaign for Decorex Joburg. The total value of marketing and PR for Decorex Joburg to date is
over R 63 million. Post show publicity is still being generated.
MARKETING VALUE R 5 053 177,00
PR VALUE R 58 897 827,12
TOTAL MARKETING & PR VALUE R 63 951 004,12
This year’s marketing & PR campaign consisted of the following mediums:Medium Detail
Newspaper Adverts and coverage appeared in various local newspapers including The Star, Sunday
Times Neighbourhood, The Beeld, Home Weekly and so much more.
Magazines Adverts were placed in key national décor & design publications.
Outdoor With a strategic approach and a combination of street posters, mobile trailers, billboards,
Advertising and street pole adverts, the outdoor campaign painted the town pink.
Radio Decorex Joburg had a high frequency interactive radio campaign on Joburg’s key radio
stations; 94.7, 702, Jacaranda, Kaya FM and Classic FM as well as an outside broadcast
at the show by 94.7.
Television A 2 week high frequency campaign on The Home Channel was broadcast during prime
time slots. The Home Channel’s camera crew attended Decorex Joburg and produced
two 7 minute inserts which will broadcast 2 weeks post show.
Online & Industry targeted and consumer targeted mailers were sent to the National and
Digital International Decorex SA databases, event listings on related partner websites and blogs,
Twitter and Facebook completed the digital marketing efforts.
Direct 42 000 flyers were delivered to various retail partners, hotel groups, markets, wine farms
Marketing and local restaurants, with a call to action of a redeemable complimentary ticket.
Personalised trade invitations were posted to our regional trade database.
Trade International advertising for the trade programme sponsored by South Africa Tourism was
Programme advertised through Dezeen, Niche Lux Africa, newspapers in Zimbabwe and Kenya.
Competitions A number of key competitions were run in the media as well as at the show to generate
interest and publicity.Social Media Coverage
FACEBOOK:
TWITTER:
INSTAGRAM:
PR Coverage & Clippings
Decorex Joburg offered a host of angles for media to report on. The media attendance of the show increased from last year and the exposure during show time was unprecedented with key articles in The Star and many more. The show also received exceptional coverage through radio. The total PR Value for Decorex Joburg exceeded R 58 million, with and AVE of over R 19 million, and with post show publicity still being generated.
Home Channel Adverts & Post Show Inserts Pre-Show Adverts • Decorex Durban 2017: https://youtu.be/t8vDPMprX5E • Decorex Cape Town 2017: https://youtu.be/GM7qRf9b39w • Decorex Joburg 2017: https://youtu.be/gOOFW36Y3B4 Post Show Inserts • Decorex Durban 2017: https://youtu.be/ujoUN-BC2YE • Decorex Cape Town 2017: https://youtu.be/LE-oPdhIwOg • Decorex Joburg 2017: In production…
Exhibitor Awards
Decorex Joburg held their stand awards and exhibitor breakfast function on Thursday, 10 August, where the best of the best stands, products and interaction were highlighted and celebrated.
Decorex Joburg Stand Award Winners: • Franke Kitchen Design Project – Micah Kitchens • The Best use of a Shell Scheme - De Kat with Kay Interiors • The Best Marketing Award - Hirschs • The Most Innovative Product Award - Kitchen Trend Project with Careline Kitchens & MaxFine • Best in the Collective Category - Sithabe • The Best Newcomer - HavWoods • The Best Outdoor Living - Living Green Landscapes • The Best Plan and Build - Belgotex • The Best Kitchen Stand – Kitchen Trend Project with Careline Kitchens & MaxFine • The Best Decor Stand - Mr Price Home • The Best Small Stand - Numatic • The Best Overall Stand - Lafarge The judges also gave 'Awards of Excellence' to a number of other high-end exhibitors. These included: Western Cape as a collective, Crabtree, Stephen Falcke, Plascon, Totem Kitchens, Neolith, Institute of the Interior Design Professions (IID) by Collette Living, Franke Kitchen Systems, Dream View Glass.
EXHIBITOR FEEDBACK: “Congratulations on putting on a great Decorex this year. We cannot complain at all as we sold out of the latest issue at 3.30pm on Sunday and just has a few boxes of old issues to take back. Couldn’t believe how busy we were. The right demographic this year also helped and we noticed not only higher traffic on key days but also a more upmarket crowd with more disposable income and also more trade.” Ian Hurwitz, SA Décor & Design “For me personally it was an easy of build up and break down, very well organised. Last minute issues dealt with efficiently and conveniently. Great Decorex staff assisting promptly. Both our sponsors for the stand and our mag got good exposure and thank you for putting us in touch with Mariano Rossouw who did the interior of our stand.” Nicci van Lingen, Brand Contact Just a quick note to say "Thanks, thanks, thanks"!! What an incredible show - outstanding foot traffic, great buzz and offering! Also very easy to market as a "go to" venue! We broke all our own records at markets! ” Colleen Mossman, Blu Betty
“We loved every minute of it and would love to be a part of your show going forward. It was great exposure for our brand and gave us an opportunity to network with current & potential suppliers as well as the end consumer. Thanks to all at Reed, the staff were helpful and very efficient and went the extra mile to assist us where they could.” Aimee Miller, Teljoy “Thank you so much, we loved Decorex! We appreciate the platform Decorex creates for us, the Decorex brand and the conversation you create to ensure we have quality visitors for us to engage with. The Decorex team and exhibition allows us to showcase our creative and fun personality. The quirkiness of our brand is perfectly suited to the space, messaging and approach to market. The 5 days was successful for us in achieving our key objectives of brand awareness and selling products but we gain a lot more from the exhibition, we use the opportunity as a team to push our comfort zones, learn something new every day, to give back and to team build. We get to make friends with fellow exhibitors, laugh and have a good time. As long as we bring the right attitude to Decorex, Decorex does the rest. Well done to all at team Decorex. To 2018.” Janine Botha, Numatic “A quick note to thank you, Angela and Pontsho for an excellent show ! Was my best Decorex show ever ! Thank you for the amazing position. I know I did the Decorex team proud. hope to be back next year again. A HUGE thank you to Sian for the professional way in which she manages the show and heads the Team. Thank you again, for everything year after year, you are always there to assist me.” Marlene Neumann Fine Art Photography
Conclusion
The size and influence of Africa’s leading décor, design and lifestyle exhibition is certainly growing every year, demonstrating Decorex SA’s vision of offering both members of the public as well as trade visitors a comprehensive showcase of both local and international décor and design. Decorex SA has once more proved its invaluable contribution to South Africa's décor, design and lifestyle community. Decorex Joburg was a reminder that for a product to truly be appreciated by a decor-hungry audience, they need to experience it first-hand. With this year’s Make Your Space Your #livingdream theme, more emphasis was placed on how to incorporate products in the home to create your ultimate space. Owned and managed by Reed Exhibitions, a leading event and venue management company, Decorex SA & 100% Design South Africa fall part of a global network of world class exhibitions such as Maison & Oject, 100% Design London, World Travel Market just to name a few. We look forward to what the future holds. Having the backing of the largest exhibition company in the world will open doors for us to grow, develop and remain the leading portfolio of shows in Africa. With collaborations, partnerships and ongoing support from our sponsors, we have not only grown the exhibition platform, but the industry as a whole. Decorex SA would like to take this time to sincerely thank all our partners, sponsors and exhibitors. A special thanks to Plascon & Caesarstone who have supported the Decorex SA Portfolio and the industry for so many years. As our co- headline sponsors for 2018, we look forward to the collaborations ahead. Should you wish to apply to exhibit on Decorex Joburg for 2018 please complete the application to exhibit and email back to Angela: Angela.Chatfield@reedexpoafrica.co.za. We look forward to having you back on board next year!
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