The Evolution of Decorex SA

This year sees one of the boldest moves yet by Decorex SA: The addition of an entirely new exhibition called 100% Design South Africa, a showcase of contemporary design and decoration alongside Africa’s largest décor, design and lifestyle exhibition.


This places Decorex SA onto an entirely new level as the leading national décor, design and lifestyle exhibition on the African continent. We sat down with Angela Chatfield, General Manager Sales at Decorex SA, on the eve of Decorex Joburg, to find out more about the unstoppable evolution of this remarkable brand.


Q:  100% Design South Africa is exciting news indeed. What else is new at Decorex Joburg this year (2014)?

A: We’ve refreshed the layout of the exhibition completely. We make a point of not pitting similar exhibitors against each other, but at the same time we create a layout that caters to the buyers and industry visitors making it easy to navigate. The layout of Decorex is very specific and well thought out.


Q: What has changed with the new layout?
A: Decorex Joburg now occupies every available hall at Gallagher Convention Centre. With 100% Design South Africa in Hall 1, we have positioned the Plan and Build sector next door in Hall 2 thereby strengthening the trade offering of those two areas.

In between Halls 2 and 3 we now have an idyllic outdoor living and furniture section – it’s a lovely open space with a light mood – just perfect for our outdoor product exhibitors.

With the rising popularity of art in interior décor and design, Decorex Joburg now has a dedicated art sector in the ballroom, featuring everything from the very latest in contemporary art, to classic and investment art. At last count we had 23 artists and galleries exhibiting at Decorex Joburg which makes this a wonderful area to browse for beautiful collectables.


Q: Decorex SA has always focused on curating the exhibition’s restaurant areas. Why is that?

A: Exhibitions are hard work and we know how important it is to have convenient access to refreshments when you need them. But there’s more to it: In our efforts to keep Decorex SA at an unmatched level in terms of quality, each restaurant area is also treated as a themed feature area offering visitors an inspiring, beautiful and tasty experience relevant to the hall in which it is situated.


Where possible we partner with exhibitors to also offer them an added opportunity to showcase their products and services. The fact that exhibitor stands adjacent to our restaurants have become so sought after is testament to their success.

This year the Decorex Joburg team has once again come up with some great restaurants: In the Plan and Build hall we’ll have the trendy Build Café serving craft beer and gourmet hot dogs. The Chocolate Lounge in the Inspired Spaces hall is a place to indulge and relax. My favourite is The Lunch Box, inspired by the stylish takeaway restaurants we saw at Maison et Objet late last year, and is perfect for busy exhibition visitors who need to eat on the go.


Q: What’s happening at Kitchens and Bathrooms this year?
A: I can honestly say that this is the best Kitchens and Bathrooms hall Decorex Joburg has ever seen. Firstly, it is virtually made up of all designer stands and that makes for a really dramatic effect. This grand line of world class stands and brands leads the visitor down the hall to the smaller appliances, as well as the Cooking and Cuisine and gourmet food market area. It flows together beautifully.


Q: Will all the décor and design exhibitors now move into the 100% Design South Africa hall?
A: Not at all. One of the highlights of Decorex Joburg is the Inspired Spaces hall where you’ll find South Africa’s leading interior designer and Decorex SA patron Stephen Falcke.


We’ve also invited Sam Lurie, one of the hottest interior specialists at the moment, to collaborate with St Leger & Viney to create a feature space called the Decorex Designer Spotlight.

Belgotex is with us again, with the brilliantly conceived Belgotex Trend House where they invite different designers each to create an on-trend room in a house, using the very latest in flooring design and technology. Belgotex is also showcasing the work of five young designers which we’re looking forward to seeing.


Inspired Spaces is also where Plascon unveils their colour forecast for 2015 – one of the most important installations and trend statements for anyone in the décor and design industries to view and always a beautiful one.


Q: What platform are you using for crafts?

The Craft Collective pavilion is where we showcase the best of the handmade revolution – such an interesting area right now as the world looks for more and  more handmade exclusivity.


Q: Decorex Joburg is officially the largest décor, design and lifestyle exhibition on the African continent. What else sets this show apart from other décor shows?

A: Decorex has evolved into a very sophisticated exhibition. Simply put, we are the Rolls Royce. With our carefully considered layout, we are also incredibly pedantic about the quality of stands that exhibitors create. I do believe our incredibly professional team and operational support to exhibitors is unmatched. Another unique aspect is that Decorex Joburg itself is positioned halfway between the economic hubs of Joburg and Pretoria, an area where there is currently unmatched development taking place. I’ve had the privilege of visiting international trade shows and Decorex Joburg is certainly up there in terms of quality. This is a show that is accessible, dependable and world class.


Q: We’re sure Decorex Joburg is not going to stop evolving. What’s next?
A: With African trade and development booming, there is naturally a lot of talk about bringing Africa to Decorex Joburg or taking Decorex SA to Africa. Watch this space for developments and opportunities in this regard.


Decorex Joburg takes place from 6th to 10th August at Gallagher Convention Centre in Midrand.

Times: 10am – 7pm daily. 10am to 6pm on Sunday

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