Behind The Scenes At Decorex 2023

Meet the creative geniuses behind Decorex Cape Town and Decorex Joburg – Africa’s premier decor and design shows. Our team at SA Decor and Design are proud to be associated with Decorex Africa for over 25 years. As a leading interior design event – Decorex keeps getting better and better, presenting the best the industry has to offer!

Decorex has been at the forefront of decor, design and lifestyle trends for almost three decades, hosting over 100 events and helping to launch thousands of businesses, putting an indelible stamp on the industry.

Looking to the future, Decorex will continue to champion design that reimagines the world as we know it and a world that could be. With the radical power of curation, Decorex aims to create a considered, pioneering, and useful set of experiences and opportunities.

To enable decision-making that’s easier, more enjoyable and more reliable, Decorex takes great care with curation: the team aims to do more with less, helping to reimagine, reinvigorate, reorganise and commercialise change in the decor and design industry.

With the involvement of the people served, Decorex intends to co-create new ideas and new possibilities, as well as facilitate public engagement with all of them, to contribute to a more sustainable, ethical future.

Today we hear from the creative masterminds behind Decorex Cape Town and Decorex Joburg as they share their unique industry expertise…

Meet Sandra Barrow Portfolio Director: Lifestyle, Design & Retail Decorex Africa, 100% Design South Africa and Design Joburg

Sandra Barrow

What’s your favourite thing to buy for your home?

My favourite thing to buy for my home is currently new things! I am in the process of re-doing my bedroom so I have been mixing and matching with furniture, textures, colours and styles to see what I like and want.

What do you consider the best or most effective design technique?

The easiest effective design technique is go with your heart. Design is all about what makes you happy, so you don’t need to follow trends to make your home a design-led one.

What would you consider a design mistake or something you should never do?

One thing I never do in an interior is over-clutter. I have kids who like to make a mess, so I try to keep the clutter to a minimum. It is not always possible, but that is certainly the goal!

The biggest design mistake exhibitors make is that they dream too big! Don’t get me wrong, dreaming big is incredible, but with a short build-up, they don’t have the luxury of time, so simplifying designs to make them effective is key.

Your Expo Motto?

Never get complacent – always keep on adapting, changing and dreaming!

How did you first get into the expo industry?

I worked for the Good Food & Wine Show in my 3rd year of studying and also helped launched the JHB version of the show. From there I went overseas and worked on a number of exhibitions including Clothes Show Live, Autosport International and BBC Good Food Show. I then came back to SA and assisted in launching Grand Designs Live, where the design bug bit, so was lucky enough to be able to launch Design Joburg and now work with the incredible Decorex team, where we have joined the design brands within our country for a strong and united design front.

What part of this year’s show has left you with a lasting impact?

The change we are able to make in emerging designers’ and artists’ lives. Giving SMME’s the opportunity to be a part of the show with the Decorex platform as a springboard to change lives and elevate careers is incredible. We get to hear all the amazing success stories, which has a long-lasting effect on us as a team.

Meet Sian Cullingworth:  Business Development & Sales Director: RX Global

Sian Cullingworth

What’s your favourite thing to buy for your home?

My favourite thing to buy for my home is any kind décor smalls. I love refreshing rooms by changing vases with a fresh bunch of flowers. I must say, art is also something that really gets me happy – not one wall in the house without art. Oh and rugs – I love a beautiful rug!

What do you consider the best or most effective design technique?

The easiest, effective design technique is creating a digital mood board with textures, colours and patterns, This really helps to get a great feel of how a room will transpire.

What would you consider a design mistake or something you should never do?

One thing I never do in an interior is have white space. Colour can really create such balance and enhance moods. The biggest design mistakes exhibitors make flow onto the stand. Any stand at any exhibition needs to be inviting and engaging, creating a flow that entices visitors to experience.

Your Expo Motto?

Things change all the time, go with the flow and try being proactive!

What is the highlight of your career so far?

Hands down the highlight was when we were invited to the first Association of African Exhibition Organisers (AAXO) awards ceremony and Decorex Joburg won the Best Exhibition overall in Africa. The hard work from the team, clients and all suppliers paid off – it was an absolute honour.

What is it that Decorex values the most?

Our exhibitors and partners – without 30 years of loyalty, commitment and believing in the brand the show would not be where it is today. We are honored to work with these companies who share the same values and dreams as us. Here is to the next 30!

Meet Anita Bloom Creative Director : Lifestyle, Design & Retail Portfolio

Anita Bloom

How did you first get into the expo industry?

With a creative background in graphic design for many years and owning my own design studio, I always had a great passion for fashion and interior design, but it was my graphic design talents that kicked off my career within the exhibition industry. After consulting to various exhibitions within the industry, by designing their exhibitions ‘themed’ look and feel, collateral and creative concepts for restaurants, design features and the overall aesthetic of the show, this grew year on year with new challenges and opportunities of starting my own décor and design exhibition, Inspire Trade Exhibition, which was bought over by RX Africa in 2014 and opened the door for me to move into a Creative Director role for the entire Decorex Africa portfolio. I have been in the exhibition industry for almost 20 years, and I enjoy the challenge every day!

What inspires you and helps you create such a special show?

It really is a privilege to work in such a fast pace, ever changing industry, keeping up with global design, lifestyle and colour trends brings constant excitement and inspiration to create new concepts and features to showcase at each exhibition, and I just love seeing each one come to life from concept through to collaboration. Always great to be able to collaborate with new designers and product designers help bring the vision to life.

What is the highlight of your career so far?

I would have to say my career highlight is when I was asked to be the Creative Director for the Decorex Africa & 100% Design Africa exhibitions. Being a part of such a global brand that really are leaders in the décor and design sector, and to be able to give back to the design community and industry by inspiring visitors and followers with new creative showcases and bringing the industry the latest global trends year on year. Getting to travel to all the International Design exhibitions was a huge highlight too!

Meet Sandra Jardim Marketing Director: Lifestyle, Design & Retail Portfolio Decorex Africa, 100% Design Africa and Design Joburg

Meet Sandra Jardim

How did you first get into the expo industry?

In 2007 I started working at MamaMagic, The Baby Expo. It was my first taste of the chaos, adrenaline and excitement that comes with working in the exhibition industry. I worked there for over 5 years and then even after trying to do something different I got an opportunity to start working with RX Africa on the Decorex portfolio and haven’t looked back. Been with the company for almost 10 years, and still feel like I am learning and growing daily. I have always said this, if the exhibition industry is meant for you once the bug hits you it will be in your veins forever. If its not for you, it will be the most short-lived job on your CV.

What is the highlight of your career so far?

Without question winning the best exhibition at the AAXO Awards. Having spent weeks putting together the entry applications and strategies this was an honour to have been part of. It set the tone for the years to come at Decorex. During my tenure I strategized a highly successful marketing campaign that not only exceeded attendance goals but also generated substantial brand visibility and engagement within the design and decor industry.

Everyone belongs at Decorex. Here they cultivate a culture of inclusion at all events, where the very things that make each of us unique are celebrated. The exhibitors, attendees, partners and event colleagues are people from a wide variety of backgrounds, who make the shows stronger and the collective experience richer.

For more visit Decorex.

Decorex Cape Town: 6-9 June 2024

Decorex Joburg: 1-4 August 2024