P o s t S h o w R e p o r t

2018 P o s t S h o w R e p o r t

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

Overview The 25 th edition of Decorex Joburg, presented by Plascon, proved exactly why this continues to be Africa s largest décor, design and lifestyle exhibition. 57 361 visitors passed through the doors of Gallagher Convention Centre from 8 to 12 August where they got to witness some of the best #rhythmoflife features, products and trends regionally, and from across the globe.

NOTE FROM THE DIRECTOR For the milestone Decorex Joburg, we really wanted visitors to be immersed in the latest design trends and products, while also catching a glimpse at the various influences over the past 25 years that have brought us to this phenomenal point in décor We welcomed a really expansive features programme, a number of award-winning designers and industry influencers, top quality décor products and services, celebrity chefs, as well as 22 show competitions to ensure every taste and interest was met. We are already excited to begin planning the 2019 edition of Decorex Joburg.

HEADLINE SPONSOR K a n s a i P l a s c o n A popular feature on this year s programme was the colourful Plascon Concept Stand featuring the Mono Colour Café where colour and product experts engaged with visitors in this beautiful space to discuss the latest interior and exterior colour trends. Paint lovers could walk away purchasing a 250ml tester pot in Plascon Double Velvet or Plascon Cashmere to test their colour in their space. Visitors also got to discover their individual design personality by picking a room setting on an ipad as part of the SoMe competition.

DÉCOR & DESIGN S p o t l i g h t & D e c o r e x S A P a t r o n The Decorex Designer Spotlight was Joburg designer, Dorothy Van t Riet, and her team from DVR Design and Décor Consultants, who curated an aspirational living space exuding retro glamour and style. One of this year s showstoppers was the interior space created by Decorex Joburg patron, Stephen Falcke. This award-winning designer has recently been making waves with the release of his book, A World of Design which chronicles 40 of his best projects in London and South Africa. Drawing on this extensive design experience, and tapping into the event s 25-year history, Falcke offered visitors a glimpse of 25 years of trends reflecting his personal tastes and preferences

DÉCOR & DESIGN @ h o m e T r e n d H o m e Dedicated to inspiring visitors with the most stylish décor settings, this year s exhibition featured the ultimate, two-story @home Trend Home presented by Decorex. This masterpiece was curated by Creative Director of Decorex, Anita Bloom and her inspired team to give visitors a real-world taste of the latest #rhythmoflife trends and how they can be cleverly incorporated into the modern home. The team collaborated with lead suppliers, @home and @home living space, bringing in their latest range which displayed sophisticated touches of gold in the furniture, natural woods and opulent velvets.

DÉCOR & DESIGN R o o m s t o G r o w I S C A B a t h r o o m T r e n d s P r o j e c t T h e B e d r o o m P r o j e c t The Room Furniture, Clever Little Monkey and Petit Love were tasked with designing a Nursery, Toddler Room, Tween Room and Teen Room in Rooms to Grow. This inspired feature took visitors, step-by-step, on a journey from childhood and beyond, offering innovative furniture concepts, styles and colour combinations. For in-demand bathroom settings and fittings, visitors entered the ISCA Bathroom Trends Project where fashion designers and winners of the SABC3 Win-a-Home competition, Abiah Mahlase and Bradley Muttitt, as well as renowned 'Lovilee' blogger, Kari Kelly created Urban Playground and Future Folk bathroom trends. From the bathroom to The Bedroom Project where three Joburg designers Anita s Interiors, Décor Identity and Vox Furniture infused local flavour into the 2018 #rhythmoflife trends in three enviable bedroom settings: a trendy apartment bedroom, serene bush lodge room space and an elegant hotel room.

INTO THE KITCHEN F r a n k e K i t c h e n T r e n d P r o j e c t The hot competition began with the popular Franke Kitchen Trend Project where leading kitchen designer, Eurofit Kitchens & Cupboards walked away with the top prize for their Expression of Colour kitchen design incorporating the latest Franke SA range. Also competing in the event was Semble-It, Kitchen Spectrum and CHC Kitchens.

INTO THE KITCHEN W I N a K i t c h e n B y C u r v e s & B e v e l s G o u r m e t C o o k i n g T h e a t r e The Win a Kitchen Competition by Curves & Bevels gave visitors the unmissable opportunity to win a Curves & Bevels-designed kitchen. Anyone could enter at the show. Visitors also got to view the Curves & Bevels kitchen trend project featuring exquisite kitchen designs that showcased how the Masters of Curve have specialised lavish, custom-made kitchen cabinetry which integrated aesthetic appeal and ergonomic functionality. Audiences got to experience another on-trend kitchen design in the Gourmet Cooking Theatre, where leading Joburg chefs such as Donald Chipumha, Luyanda Mafanya, Tebello Tibz Motsoane, Chef Coo and Deena Naidoo demonstrated their unique cooking talents in a gorgeous kitchen installation curated by Riverwoods, with surfaces by Stonehenge and appliances by Hisense.

ART CRAFT COLOUR T h e B a l l r o o m A r t G a l l e r y S o u t h A f r i c a n C r a f t C o l l e c t i v e The Ballroom was transformed into an Art Gallery featuring a choice selection of artwork by some of the country s most renowned painters, among them, Derric van Rensburg who was chosen as the Artist Spotlight for his iconic impressionist landscapes. Also displaying his unique talent was street artist, r1, who transformed the Ballroom staircase into a colourful, vinyl art piece and performed a live art installation during the duration of the show. Visitors even got to try their own hand at the canvas in the innovative Paint Nite an informal art class where blossoming painters created beautiful arbour-themed images while enjoying a glass of wine. For high-end crafts, some 60 local craft entrepreneurs featured handmade home, gift and fashion accessories, reflecting the South African heritage, at the South African Craft Collective (SACC). The design-focused goods included unique products created from recycled material, ceramics, as well as traditional and contemporary craft products, all of which are environmentallyfriendly.

DRAWING ON THE ELEMENTS L i g h t i n g E l e m e n t s D e s i g n E l e m e n t s T e x t i l e E l e m e n t s N a t u r a l E l e m e n t s Elevating the mood was The Lighting Elements brought to you by K. Light. This trendy new feature took guests on a journey through the spectrum of top lighting solutions. For unique ideas, the Design Elements feature invited high-end local decorators and interior designers including Pearl Opulence, Design & Décor Lab, Katleho Interiors, and Redesign Interiors Jeebee Trading 101 - to put their signature style on interior spaces. And proving that décor and design should awaken all the senses was the exciting new Textile Elements feature. Leading local designers, Home Fabrics, Giant Leap and Lou Harvey created a tactile environment that reflected the best fabrics and patterns across the design spectrum. A range of décor products, including marble, cork, glass, brass, metallics, bamboo, wood and ceramics were incorporated into the Natural Elements brought to you by Neolith.

EXTENDING IT OUTDOORS T h e E g o G a r d e n o f t h e F u t u r e D e s i g n H o u s e B y B u i l d e r s Interior décor connected with the exterior at Decorex Joburg in the innovative Design House brought to you by Builders installation which incorporated various build elements into a Virtual Reality simulation for a modern take on design. And when it comes to landscaping solutions, visitors were exposed to the latest in modern technology with the EGO Garden of the Future, brought to you by Smith Power Equipment. These environmentallyconscious products, launched for the first time in South Africa, require no petrol and expose users to a world of silent gardening.

CHARITY DRIVES S h e S h e d F e a t u r e T h r u T h e C h a i r P r o j e c t Kgomotso Malope of Motso Designed, and Tersia Labuschagne of Lighouse Furniture, displayed their individual interpretation of this year s She Shed feature. Incorporating a touch of pink, each designer was tasked with recreating a traditional shed into a women s haven. Local celebrities Fiona Nay and Louise Wingerden lent their support to the initiative which also aimed to raise funds and awareness for NGO, PinkDrive. Reinvention continued into the newly-introduced Thru The Chair Project where students from Re-Create recrafted everyday chairs into works of art. These re-purposed items will be sold to raise funds for sustainable projects which promote education in Africa.

Visitor Statistics The 25 th instalment of Decorex Joburg saw 57 361 quality ABC audited visitors. 25% of our total visitors were trade and 75% were consumer. 75% Consumer 25% Trade Year

CONSUMER VISITOR STATISTICS Gender Age 9% 3% 8% 18-24 35% 65% Male Female 22% 29% 25-34 35-44 45-54 55-64 29% 65+ Do You Have Children? 33% Yes 67% No

CONSUMER VISITOR COMMENTS I must compliment you on a great expo. It was of a really amazing standard. As we are planning our renovations it was really great to see all the exhibitors. It will definitely help us a lot. Thanks again and congratulations on a fantastic event. Thinus Dippenaar

Purchasing Authority TRADE VISITOR STATISTICS First Visit? 25% 39% 36% Sole Responsibility Joint Responsibility Advisory Influence Only 19% Yes No 81% Reason For Visiting 15% 6% 30% To buy a particular product Identify new products Participate or attend workshops Have a meeting Research 27% 2% 2% New Trends Network 18%

HOSTED BUYERS 32 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: Cameroon Egypt Ethiopia Ghana Lesotho Nigeria Senegal Uganda Zambia Zimbabwe Over 900 meetings in 3 days 32 Hosted Buyers 10 Countries

TRADE VISITOR COMMENTS It was amazing and incredible. I am currently renovating my home and I found the kitchens very inspiring and beautiful. My expectations were met because I knew what I wanted prior to attending the show and I found everything that I needed. Salome Mogogane Decorex this year was one of the best I have been to on many levels, from the way the show was organised to the amount of exhibitors that were there. Joel Ramdiyal The show was good, we were looking for office furniture and we did make a lot of connections with the office furniture exhibitors that were at the show. Sonja Oosthuizen The show was brilliant, I came to see kitchens and board suppliers which I did find so my time was well spent, 100% Design was also great to see. This show was better than last year s show so keep doing what you are doing when organising the event. Kevin Phillips It was an amazing show, it was more substantial with the 100% Design being part of Decorex, we would like to see more new exhibitors. Lara Olckers

Marketing & PR Campaign With a strategic and dedicated marketing campaign for the trade as well as for the general public, comprehensive coverage across all major platforms was achieved. The total value of the PR and Marketing campaign for Decorex Joburg 2018 to date is over 10% 77%Cons increase umer R70 307 582,39 Value R 70 307 582,39

MARKETING CAMPAIGN OVERVIEW Adverts and coverage appeared in The Saturday Star, Home Weekly, Pretoria News, Beeld as well as numerous other community newspapers. Adverts were placed in key national décor & design publications such as SA Décor & Design, SA Homeowner, Conde Nast, The Gardner, To Build, Living Space Magazine and many more. A three week campaign on The Home Channel was broadcast during prime time slots. The Home Channel s camera crew attended Decorex Joburg and produced a 7 minute insert which will broadcast 2-3 weeks post show. With a strategic approach and a combination of street posters, street pole adverts, mobile trailers, as well and mini and maxi posters, the outdoor campaign painted the town pink. Industry 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. 35 000 flyers were delivered to various retail partners, hotel groups, markets, gyms 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 high frequency radio campaigns as well as live crossings on key radio stations such as 94.7, Kaya Fm, Jacaranda Fm and 702. A number of key competitions were run in the media as well as at the show to generate interest and publicity including the Win a Kitchen Competition by Curves & Bevels to the value of R300 000.

SOCIAL MEDIA INSIGHTS F A C E B O O K J o b u r g E v e n t P a g e

SOCIAL MEDIA INSIGHTS F A C E B O O K D e c o r e x S A N a t i o n a l P a g e

SOCIAL MEDIA INSIGHTS F A C E B O O K D e c o r e x S A N a t i o n a l P a g e F o l l o w e r s

SOCIAL MEDIA INSIGHTS F A C E B O O K D e c o r e x S A N a t i o n a l P a g e L i k e s

SOCIAL MEDIA INSIGHTS F A C E B O O K D e c o r e x S A N a t i o n a l P a g e P o s t R e a c h

SOCIAL MEDIA INSIGHTS F A C E B O O K D e c o r e x S A N a t i o n a l P a g e T o t a l V i e w s

SOCIAL MEDIA INSIGHTS T W I T T E R

SOCIAL MEDIA INSIGHTS T W I T T E R

SOCIAL MEDIA INSIGHTS I N S T A G R A M

DIGITAL MARKETING W e b s i t e & E x h i b i t o r L i s t i n g s

DIGITAL CAMPAIGN - TRADE D i r e c t M a r k e t i n g

DIGITAL MARKETING - - C O N S U M E R D i r e c t M a r k e t i n g

DIGITAL MARKETING S o c i a l M e d i a

DIGITAL MARKETING N E C T A D e c o r e x S A s M o b i l e A P P NECTA the answer to your lead generation lists. Did you access the backend for your lead data after the show? Contact us for more information. 1654 Total user sign-ups during Decorex Joburg 5163 Total visitor scans at Decorex Joburg 175 Trade meetings booked

PR COVERAGE P r i n t

PR COVERAGE P r i n t

PR COVERAGE B r o a d c a s t https://bit.ly/2ppjy6i https://bit.ly/2baxuhu https://bit.ly/2wckeox https://youtu.be/46yvmyjmkxg

25 Years On Decorex SA was delighted to honour 5 exhibitors who had exhibited at the very first show. Plascon Stephen Falcke IID Belgotex Nouwens Carpets

AWARDS E x c e l l e n c e A w a r d s Plascon Belgotex Garden & Heart Presented By Tanya Visser RLWA Semble-It Décor and Design Roca Bathrooms Nouwens Carpets The Lighting Elements Feature Presented By K-Light Samsung Totem Kitchens Dorothy van t Riet The Tasting Room Wine Bar Presented By Decorex Plantation Shutters @home Trend Home Presented By Decorex

AWARDS B e s t S t a n d A w a r d s Best MARKETING Award: ISCA Bathroom Trends Project Best SHELL SCHEME: De Kat by K Interiors Best INNOVATIVE PRODUCT Award: blu_line Kitchens Most INTERACTIVE Stand: Numatic Best NEWCOMER: Invest Build Best in the COLLECTIVE Category: SA Craft Collective Best KITCHENS & APPLIANCES: The Kitchen Studio Best BATHROOM: Geberit Southern Africa Best in BUILD & PLAN: Zuberi Flooring Best DÉCOR Stand: JDV Interiors Best SMALL Stand: Creative Stone Best OVERALL Stand: blu_line Kitchens

EXHIBITOR STATISTICS The 25 th instalment of Decorex Joburg showcased 805 exhibitors. 9 739 sqm 805 Exhibitors

EXHIBITOR COMMENTS I know the show is behind us, but I felt it was important I give you feedback on the show. The Decorex Johannesburg 2018 show was once a gain at the high standard an all exhibitors continued the high standard and in most cases lifting that standard higher. The show in 2018 was a great success for Franke. The quantity and critically the quality of the trade visitors (professionals, architects, designers, developers, etc) was noticeably high and we appreciate the great sales and marketing effort done weeks before to make this possible. Many times during the day, despite us having a large staff complement on our stand, we still didn't have enough people to attend immediately to the customers on the stand. This feedback was also noted by our kitchen trend participants and with other kitchen exhibitors. Whilst this presented a challenge at times it is a positive reflection on the high visitor attendance. Visitors this year continued with the same trends of the past years, with them being more informed and more focused on concluding projects instead of being in the research phase. We found also that a number of repeat visitors were visiting the show looking for what is new or on its way and this reflected the show continuing to offer the value proposition to the consumer. We also were very aware of a number of customers visiting our stand who had specifically travelled from Cape Town, George, Bloemfontein and Durban to visit the Johannesburg show. Thank you. Clinton Soutter Franke Kitchen Systems I would just like to say thank you for the organisation surrounding Decorex, the expo was very well managed, and the venue is especially impressive. It was really a joy to exhibit Alice Art Gallery Decorex Jozi was busy busy with very high consumer engagement at our stand, which we have not experienced previously in Jhb before. Consumers came looking for Plascon and many had their images of what they were trying to achieve so that we could assist them. Wednesday, Thursday, Saturday were really busy with Friday seeing us running from opening till around 2pm. Tanya Nicholson - Plascon

EXHIBITOR COMMENTS Thank you for your mail and most importantly, for hosting a successful event with record breaking visitor numbers. A big CONGRATULATIONS are in order! I have completed the survey and also put forward the document you gave to me at the expo for next years event to the decision makers. We are waiting in anticipation to see how much business was generated from the expo - in terms of brand awareness it was fantastic. Robert Schnetzer Lifta Staircases

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 decorhungry audience, they need to experience it first-hand. Should you wish to apply to exhibit on Decorex Joburg for 2018 please complete the application to exhibit and email back to Neil: Neil.Borthwick@reedexpoafrica.co.za. 77%Cons umer We look forward to having you back on board next year! The Decorex SA Team