DECOREX JOBURG 2019 Post Show Report | Gallagher Convention Centre
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Contents (CLICK THE LINKS BELOW TO NAVIGATE THE POST SHOW RELEASE)
Overview Visitor Statistics
Visitor Feedback Marketing & PR Campaign PR Coverage & Clippings Exhibitor Awards
Exhibitor Feedback Conclusion [ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Overview When it came to décor and design, nothing was overlooked at this year’s Decorex Joburg as thousands of visitors descended on Gallagher Convention Centre from 7 to 11 August. Hinged on this year’s theme ‘Designing for Africa feels like home’, Joburg’s leading designers and suppliers featured on-trend interior solutions for the residential, retail and hospitality spaces through dynamic exhibitions and installations.
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Portfolio Director
I’d like to extend our thanks to all those who participated in and attended this year’s hugely innovative Decorex Joburg. We were truly overwhelmed by the calibre of design installations and in-depth product knowledge at the 26th exhibition, which welcomed a number of new visitors through its doors.
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Partner
We welcomed on board the proudly South African paint manufacturer, Olympic Paints®, as this year’s exclusive paint partner. Working with Anita Bloom, Creative Director of Decorex SA, Olympic Paints® formulated the Premium Platinum Plus Lux Range – a unique colour palette exclusive to Decorex.
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INTERIOR DESIGN DECOREX DESIGNER SPOTLIGHT BY DONALD NXUMALO The winner of the SABC 3 Win A Home design contest and one of Joburg’s most recognisable interior designers, Donald Nxumalo, curated a space that reflected his signature style. Drawing on his extensive design experience across the African continent, Donald brought this year’s ‘Designing for Africa – feels like home’ theme to life.
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INTERIOR DESIGN DECOREX JOBURG PATRON STEPHEN FALCKE Stephen Falcke, the winner of the Andrew Martin Designer of the World Award and highly-respected patron of Decorex Joburg, brought his own visualisation of the African-inspired theme to the show. Falcke’s career has spanned international borders, with his work featuring on covers French and Italian Vogue and America’s Architectural Digest. A global icon in the world of interior design, Falcke considers Decorex Joburg one of the industry’s calendar highlights.
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
TREND REPORT
INTERIOR DESIGN
FABRIC TREND BAR BY U&G FABRICS & DÉCOR IDENTITY From crafts to fabrics, visitors found themselves comfortably submerged in the Fabric Trend Bar by U&G Fabrics and Décor Identity, a dynamic textile element featuring the country’s premier fabric suppliers
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
TREND REPORT
INTERIOR DESIGN
#WITHLOVEFROMDECOREXSA WITH ENZA HOME The vibrant characters behind the Decorex brand gave visitors to this year’s Decorex Joburg a glimpse behind the curtain as they select their favourite décor items from Enza Home. Each piece was artfully displayed alongside a brief description of the piece – and its chooser.
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
INTERIOR DESIGN DECOREX URBAN LIVING TREND HOUSE BY MOBELLI FURNITURE + LIVING This popular installation took visitors, room by room, through an on-trend urban home setting that subtly reflected the show’s theme, ‘Designing for Africa – feels like home’. Decorex Creative Director, Anita Bloom, worked with Mobelli to create this captivating home space that reflected a uniquely Joburg style.
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
INTERIOR DESIGN THE LIBRARY BY EFAM Visitors could immerse themselves in magazines, autobiographies and designer coffee table books focused on dĂŠcor, music, fashion, design, cooking, lifestyle and television in this cosy new nook in The Library by EFAM. Visitors also got the chance to engage with Nthabi Taukobong with book signings of her latest book.
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INTERIOR DESIGN THE KITCHEN DESIGN PROJECT BY THE STUDIO COLLECTION As a central home space, the kitchen design sets the blueprint for the remaining rooms. To showcase this important space, Decorex Joburg and the Studio Collection welcomed Nordiq Kitchens, Eagle Shopfitters and Meraki Studio on board to craft modern kitchen settings that demonstrated dominating trends and featured the latest in kitchen design, finishes and appliances.
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
INTERIOR DESIGN
TREND KITCHEN BY SLAVIN The clean, simple lines and minimalist style of modern kitchens were beautifully represented by Slavin in this feature. Visitors could immerse themselves in a contemporary kitchen design that incorporated modern appliances, enhanced storage space and practical design.
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
TREND REPORT
INTERIOR DESIGN INSTUDIO TREND THEATRE BY ABSA
Industry experts from business, design and finance enlightened audiences on innovative ways in which to commercialise and expand business opportunities in this CPD-accredited, free-flow forum. Showcasing the relationship between décor and fashion, students will re-envision construction materials into apparel in 2nd Skin presented by Inscape Education Group – also featuring at the trend theatre.
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INTERIOR DESIGN JACOBS GOURMET COOKING THEATRE Food met entertainment in a delicious addition to the Decorex Joburg menu. In this modern kitchen setting, visitors were spellbound by the hilarious antics of the Jacobs Coffee Magicians as they craft gourmet meals, adding that magic ingredient - Jacobs coffee. Consisting of leading South African chef, MasterChef judge and the Ultimate Braai Master, Pete Goffe Wood, and his culinary teammate, Celebrity MasterChef winner and one of South Africa’s funniest comedians, Chris Forrest, this was an unmissably fun feast.
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
INTERIOR DESIGN GARDEN OF THE FUTURE LANDSCAPING FEATURE The latest in landscaping solutions, centred on sustainability and efficient use, featured at this year’s Decorex Joburg. Experts in products and design – Create a Landscape, Mobelli furniture + Livining, Easigrass, Union Tiles, Calcamite and Best Deck demonstrated how best to enhance any exterior space using eco-friendly gardening methods and on-trend landscaping designs.
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INTERIOR DESIGN THE LIGHTING PROJECT BY STREAMLIGHT Creative and modern lighting solutions by Streamlight illuminated the 2019 exhibition in this vivid installation. High-end, functional and original lighting solutions for the residential, commercial and hospitality markets illustrated the enormous impact lighting choices have any interior or exterior space.
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
INTERIOR DESIGN THE BATHROOM PROJECT Quality and comfort are dominating modern bathroom designs with innovative products and styles transforming these previously overlooked spaces. Decorex Joburg welcomes leading bathroom suppliers – WOMAG and Victorian Bathrooms – to showcase stunning bathroom settings that created a space of quiet retreat,
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INTERIOR DESIGN SHOW STOPPING RESTAURANTS + BARS • The Wine & Bubbly Bar by Homewood • The Illy Experience • The Dine + Design Restaurant + Bar by Colette Living Interior Design • The Rummery + Gin Garden • The Harvest Table by Oak & Ore
[ DECOREX SA | JOBURGPOST SHOW REPORT 2019 ]
Consumer Visitor STATISTICS
Visitor Numbers 58 000 57 000 56 000
The 26th instalment of Decorex Joburg saw 51 320 visitors.
55 000 54 000
27% of our total visitors were trade and 73% were consumer.
53 000
27%
52 000
Trade 51 000 50 000
73%
49 000
Consumer
48 000
2017
2018
2019 [ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Location
Consumer Visitor
North West Northern Cape
STATISTICS
Mpumalanga Limpopo KwaZulu Natal Gauteng
Visitor Age Breakdown
Free State Western Cape
2%
Eastern Cape
12%
0%
10%
20%
30%
40%
50%
60%
Gender
70%
10%
80%
Race
20%
18 - 24 25 - 34 35 - 44
3%
45 - 54 28% 31%
55 - 64
21%
65+
White
Male
Indian
Female
Black 14%
69%
62%
Coloured
28%
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Spend at the Show
Consumer Visitor
Don't know yet More than R100,000
STATISTICS
R50,000 - R100,000 R30,000 - R50,000
Time Spent at Decorex Joburg
R10,000 - R30,000
R1,000 - R10,000 R0 - R1,000
8%
Nothing
3%
6% 0%
5%
10%
15%
20%
25%
19%
30%
Less than an hour 1 - 3 hours
Show Attendance
3 - 5 hours
23%
5 - 7 hours
25%
7 or more More than a day
20% 15%
41%
10% 5% 0% This was my first visit
Once
Twice
3 times
4 times
5 times
More than 5 times [ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Consumer Visitor COMMENTS 2019 “Going through renovations and was looking for fresh and different ideas for the house and Decorex provided that hub for me. I was able to have a clear vision of how I want the house to look once it’s done.” – Consumer Visitor “This was the best Decorex so far in South Africa. Amazing – was brilliant, thank you so much”- Style a property
“Every stall had something awesome to showcase. Good layout of booths. Very colourful and good flow of information. Well done Decorex, see you in 2020” - Karen Ngada
“The latest South African trends and talent is so amazing. please go and see for yourself seeing that tomorrow is the last day.” Nompucuko Molefe
“The trip from Lesotho was worth it, had incredible fun, met some of my favourite designers & saw breathtaking showrooms & innovative designs, thank you decorex SA” - Mamello Makau “Personally, what resonated with me was the fact that I got to interact with the curators/designers/architects on a firsthand basis. It was not only a chance for me to get a good look at the latest trends but also an opportunity to broaden my network, which, I'm glad I grasped with both hands.” - Hurricane Qaya [ DECOREX SA | JOBURG SHOW REPORT 2019 ]
Location 2% 4%
0%
4% 1%
Trade Visitor
3% Gauteng
5%
STATISTICS
KwaZulu Natal Eastern Cape
4%
Western Cape Northern Cape Limpopo
13%
Mpumalanga 64%
Free State
Purchasing Power
North West Lesotho
8% Time Spent at the Show Sole responsibility
Every day
Joint responsibility
36%
More than 3 days
56%
More than 2 days
Advisory influence only
More than 1 day 7 or more hours
5 - 7 hours 3 - 5 hours 1 - 3 hours
0%
5%
10%
15%
20%
25%
30%
35%
40%
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Trade in Attendance 0% 0% 1% 1%
1% 2% 2%
3%
1%
1%
Trade Visitor
3% 22%
0% 2%
STATISTICS
3%
2% 2%
6% 15%
1%
Spend a the Show
6% 4%
Over R1 million
7% 4%
12% R500,000 - R1 mil
Agents
Architects
Building Contractors
Building Specifiers
Event planners
Facilities managers
Furniture Suppliers / Manufacturers
Hospitality Buyers
Interior Decorators
Interior Designers
Landscapers
Online Retailers / Shops
Product Designers
Property Developers
Quantity Surveyors
Retail Buyers
Spatial planners
Tradesmen / Installers
Visual Merchandisers / Stylists
Distributors
Importers
Local Manufacturers
Office Furniture + Products
Outdoor living
Procurement Specialist
R250,000 - R500,000
R100,000 - R250,000
R50,000 - R100,000
R0 - R50,000 0%
5%
10%
15%
20%
25%
30%
35%
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Trade Visitor STATISTICS
15 hosted buyers attended from all over Africa, supported by South African Tourism. This enabled trade delegates and hosted buyers to set up meetings with exhibitors and industry experts to make those all-important connections. Hosted Buyers from: 1. Cameroon 6. Uganda 2. Egypt 7. Zambia 3. Ethiopia 4. Nigeria 5. Senegal
15 Hosted Buyers
Over 450 meetings in 3 days 7 Countries [ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Trade Visitor COMMENTS 2019
This show if great it keeps getting better and better every year. – Trade Visitor
“Was introduced to new suppliers and had a chance to interact with suppliers. Overall the quality of products were good.” – Trade Visitor
“Well all pieces of furniture were different on all stands nothing was repeated, it is amazing to all kind of different furniture and effort being put into each piece. and the lovely stories behind every piece.” - Trade Visitor “Due to the fact that there were a number of suppliers and products all under one roof, the options were endless and being able to compare products was easier.” – Trade Visitor The event draws almost all my prospective suppliers under one roof and this creates an atmosphere of doing my business at ease - Trade Visitor
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Campaign With a strategic and dedicated marketing campaign for trade as well as for the general public allowed for comprehensive coverage across all major platforms advertising the exhibition. The total value of the PR and Marketing campaign for Decorex Joburg 2019 to date is over R45 386 806.
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Marketing Overview Adverts and coverage appeared in various local newspapers including the Rosebank Killarney Gazette, Fourways Review, Sandton Chronicle, Midrand Reporter, Northcliff Melville Times, Centurion records, Rekord Oos and Business Day. Adverts were placed in key national décor & design publications such as SA Décor & Design, SA Homeowner, Conde Nast, To Build, Lighting in Design and many more. A 3-week high frequency campaign on The Home Channel was broadcast during prime-time slots before the show. The Home Channel’s camera crew attended Decorex Joburg and will produce two 7-minute insert which will broadcast 2 weeks post show. With a strategic approach and a combination of street posters, mobile trailers, and billboards, the outdoor campaign painted the town yellow. Industry targeted and consumer targeted mailers were sent to the National and International Decorex SA databases, event listings on related partner websites and blogs, Twitter and Facebook completed the digital marketing efforts. 40 000 flyers were delivered to various retail partners, hotel groups, markets, car rental companies and local restaurants and cafés, with a call to action of a redeemable complimentary ticket. Personalised trade invitations were emailed to our regional and international trade database. Decorex Joburg had a high frequency radio campaign with 947, 702, Kaya FM and Jacaranda FM with a 30” advert. A number of key competitions at the show to generate interest and publicity.
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Social Media Insights FACEBOOK BRAND PAGE
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Social Media Insights FACEBOOK EVENT PAGE
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Social Media Insights TWITTER
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Social Media Insights TWITTER
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Social Media Insights TWITTER
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Social Media Insights INSTAGRAM
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Instagram POSTS
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Listing
[ DECOREX SA | ANITA BLOOM ]
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Direct Marketing
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iii
Direct Marketing
[ DECOREX SA | ANITA BLOOM ]
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iii
2 038
Direct Marketing 11 085
Most scanned exhibitor: Max Fine
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DECOREX PRINT
MARKETING
[ DECOREX SA | ANITA BLOOM ]
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DECOREX PRINT
MARKETING
[ DECOREX SA | ANITA BLOOM ]
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DECOREX
ONLINE MARKETING
[ DECOREX SA | ANITA BLOOM ]
• http://bit.ly/decorexkayafm • http://bit.ly/decorexradiotoday
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
EXHIBITOR
Awards The annual awards, hosted on the first evening of Decorex Joburg, reward the most dynamic exhibitors for their ingenuity in stand design. This year the judges were overwhelmed by the superior quality and sophisticated designs of this year’s Decorex Joburg exhibitor stands.
The awards welcomed an exclusive panel of judges including:
• Abiah Mahlose • Brad Muttit • Deborah Garth • Elsa Young
• Dave Nemeth
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
EXHIBITOR
AWARDS
• Best Overall - Xperience Luxury in partnership with Max Fine, Theo Bothma Architect and Designs and Luxury Living • Best Shell Scheme - the Wine Room • Most Interactive Stand and Innovative Product -
Wanderlust Co. • Best Newcomer - Task Interior Styling • Best Cooking and Cuisine - The Goods Shed • Best Craft Collective - Tartaruga Design • Best Kitchen & Appliance Stand - Slavin • Best Bathroom - Sterlings • Best Plan & Build - Zuberi Flooring • Best Décor - Task Interior Styling •
Best furniture - One One Eleven Design.
• Best Small Stand - Blaw Design
[ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
EXHIBITOR
Excellence Awards: •
Garden of the Future in collaboration with Create A Landscape, Easy Grass, Mobelli, Union Tiles and Best Deck
AWARDS
• •
Streamlight Turnkey Concepts
•
ProChef Concepts
•
Victorian Bathrooms
•
Fabrikate Studio
•
Cozi Cot
•
La Forma Barcelona Living
•
Fabric Trend Bar in collaboration with U&G Fabrics and Décor Identity
•
EvaLast
•
ACDC Dynamics
•
Franke South Africa
•
Donald Nxumalo Interior Design
•
Future Classics
•
Caesarstone
•
Sithabe Africa Craft
•
Designer Roots
•
Tile Gallery
•
WOMAG
•
Urban Living Trend House by Mobelli Furniture + Living
Exhibitor Statistics DECOREX JOBURG 2019 The 26th instalment of Decorex Joburg showcased 605 exhibitors.
10 847 sqm
605 Exhibitors [ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]
Exhibitor Comments “Another year of Decorex has passed and what a wonderful effort you and your team made.It is so wonderful to be part of the Decorex family and look forward to many more years to come.” – Stephen Falcke
We had a good show and will almost certainly be back next year. We are quite busy with queries generated at the show and can look at next year’s booking soon. Thank you for all your assistance onsite during build up and all the check-ups during show. – Christo Snyman, The Wine Room
Well organised show with alot of wondeful SA artists and designers. It made me feel proud to be South African and gave me hope to grow my business.” - Fabrikate studio
“Thank you for all the effort. I think that Decorex went very well, and it was organised in a very professional manner. We had better sales this year than the last, due to the great place you put us. And we had many eyes on our brand. Thank you again for all the effort!” – Raurk Swanepoel, 4Ever Odd
“We had a good quality of clientele and some very strong leads from the expo. It allows Fenster to showcase it's high quality offering.There was a very positive and good response from our visitors.” - Fenster Aluminium “It's possibly 1 of very few Premium Exhibitions on offer in Gauteng.” - Liebherr
“The Decorex team is extremely professional, always bend over backwards to help no matter what the challenge is, committed, and no matter how much is on their plate, they are always composed and treat clients with the utmost respect.” Inscape
“The consumer that attend this expo is exactly who we are targeting. They are very interested in the information we provide in terms of investments.” - National Treasury [ DECOREX SA | JOBURG POST SHOW REPORT 2019 ]