It's Heating up in the Kitchen at Decorex 2017

by Editor on 10 February 2017
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World-class kitchen products and appliances, accompanied by the country’s culinary equipment specialists, will all be on-hand at Decorex SA 2017, showcasing in KwaZulu-Natal, Western Cape and Gauteng.

Africa’s premier décor, design and lifestyle exhibition - co-sponsored by Plascon and Caesarstone – will, once again, expose visitors to four expertly-designed kitchen stands in the Franke Kitchen Trends-sponsored feature, themed ‘Simplicity in Design’ for 2017.

Endorsed by the Kitchen Specialists’ Association of South Africa (KSA), the feature will see four local kitchen designers, in each of the three provinces, provided with a blank canvas upon which they can create a kitchen space representing the 2017 theme ‘Simplicity in Design’. Apart from showcasing the design to the public visiting Decorex the winning creator will walk away with R10 000 worth of Franke products.

Designers are given several months ahead of Decorex SA to conceptualise and then create the design using Franke’s internationally-renowned range of kitchen products. Each kitchen designer has been given the freedom to create whatever design they choose, fulfilling the ‘Simplicity in Design’ theme. Judges assess criteria such as the overall appeal, utilisation of space, kitchen flow, user-friendliness and quality of materials used. In addition to the prize, the winning kitchen company will receive ongoing support from Franke after the event.

Franke SA’s National Sales Manager, Clinton Soutter, said the current trend, following the rise of reality television cooking programmes, has placed more awareness of the kitchen as a social space within the home where people experiment with different ingredients, using new products and appliances.

“The essence of what we want to achieve at Decorex SA is firstly, showcasing the immense talent that South Africa has with regards to designers. By sponsoring the Franke Kitchen Trend Project, we are providing small-to-medium businesses with an invaluable platform to display these talents and capture an audience they might not have had access to prior.”

Franke is a 106-year-old Swiss-based organisation with the South African division manufacturing globally-sourced products locally, thereby stimulating the local economy. Always going a step further, the company seeks to create growth by supporting homegrown manufacturers and designers, which serves to maintain a healthy kitchen industry.

Soutter said the business growth following exposure at Decorex SA had been incredible for these designers, with many of them booked for months because of the exhibition showcase.

“Secondly, this top-quality décor exhibition gives us direct contact with consumers, allowing them to fully experience the Franke product. I firmly believe that people should be able to feel and discuss the products first-hand, learning about the functionality of each item before selection.”

He said that they were seeing a massive shift in consumer understanding and interaction when it came to choosing appliances and fittings, largely through the Decorex medium.

“Where the consumer used to merely see a drawing of the kitchen design and layout, they are now more involved in selecting every individual item, ensuring the kitchen perfectly fits the vision they have, and moulds to their unique lifestyle. The consumer is much more educated, which is really wonderful to see.”

Decorex SA is exclusively endorsed by KSA, a kitchen industry and consumer association that regulates the trade, ensuring the highest standards are maintained while providing the consumer with assistance. The regulatory association has been connected with Decorex SA since its inception, initially through promotion, and then in a more formal manner stemming from the advantages that come from this mutually beneficial relationship.

Commenting on the Decorex SA platform for kitchens, Stephanie Forbes, National Manager of the KSA, said: “With the kitchen being one of the most vital rooms in the home it is important that consumers can see what is available in the market place while understanding the importance of dealing with accountable companies that offer recourse.”

Forbes said that Decorex SA provided the kitchen industry with the ideal platform to engage with everyone from manufacturers and those in the trade industry to interior designers, architects and developers, all looking for the perfect design and décor solutions.

“Decorex recognises the importance of ensuring their visitors are informed by key industry players, providing them with all the necessary information,” said Forbes.

Setting new trends and anticipating consumer interests well was Kraftmade Kitchens, one of the 2016 kitchen design award winners of Franke’s ‘The Heart of the Home’ Kitchen Trend Project. The introduction of an innovative, two-sided, common content drawer system which allows unrestricted access from the opposite sides of a centre island, was just one of the aspects that impressed judges this year.

“It’s so important to have planned and consecutive work flow from your preparation space through to serving, everything must have its place and be easily accessed,” explained Rory O’Donovan, CEO of Kraftmade Kitchens. ”Decorex SA provides us with the ideal opportunity to engage with the public and get these messages across and with assistance from Franke and Caesarstone who are well-supported, strong brands, the response has been incredible. This was our first Decorex exhibition and we look forward to participating in such a well organised, popular event next year.”

In addition to the kitchen features, Decorex SA will showcase the latest design trends, interior inspirations and cutting-edge appliances and finishes to create your #livingdream.

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