Belgotex was invited by design duo Philippe van der Merwe and Greg Gamble from Tonic Design, the creative directors of the recent décor and design exhibition, Design Joburg, to supply flooring that was used throughout the showroom. Design Joburg is a local and international décor and design event that attracts an audience of high-end consumers, architects, designers, specifiers, developers, and multinational companies looking to source the best direct.
For their own stand, Belgotex created a refuge from the crowds with a meditative space that visitors could relax in while familiarising themselves with two new residential carpet ranges: Living Matter and Mantra.
With this being the only stand Belgotex has committed to for 2019, it was important that visitors take inspiration from the shoot concepts for the Living Matter and Mantra ranges. Visitors entered a serene, oasis-like space that immediately evoked a sense of relaxation by offering a respite from the bustle.
How does one create a stand that celebrates mindfulness, centring on the need to eliminate noise from our lives – be it digital, emotional or societal – that’s still able to share the new product offering’s key messaging?
Belgotex explains it as a balancing act – incorporating a minimal aesthetic in an enclosed space that’s allowed to breathe – and then finding the perfect harmony between everything that needs to be included. By repurposing as many of the shoot props as possible, this instantly brought both the campaign and stand to life.
Offering a sense of sanctuary through simplicity, the structure was divided into four distinct zones to educate, inspire, provide ornamentation and divide the space – with each element either reinforcing the idea of calm, sharing knowledge or serving to guide visitors via visual cues.
While the new ranges share an ethos of sensual softness and the luxury of living with less, certain touchpoints were amplified that when added to the zenscapes, plant life and light play, transformed the stand into a living space that encouraged visitors to slow down and reconsider how their relationship with something as ubiquitous as flooring might promote mindfulness in their homes.
Proving their commitment to giving back, Belgotex provided support to exciting up and coming designer Sifiso Shange. The founder and creative director of Afri Modern tell stories through design and prides himself in preserving the culture he’s formed his identity on. Providing the young talent with materials and assisting him with his stand, Belgotex’s support will hopefully lead to more creative output on par with Isibaya – The Kraal: A Story About Legacy.
For the abovementioned project, Sifiso is sharing his past through stories told in the present so that future generations may one day also familiarise themselves with his modern design. Sifiso’s custom hide serving as a metaphor how his father gifting him the blessing of values and beliefs have shaped the man he’s become.
Ultimately Design Joburg is a platform that will refresh anyone’s outlook on décor and design, and whether it’s the careful curation by the show’s creative directors, the young design talent sharing his story, or Belgotex showcasing two new residential carpets via a stand that amplifies the message of luxury and escape, this three-day spectacle proves the credibility of our local industry and how we’re able to compete on a world stage.