Swatched on by fabrics
Clashing prints, creative collaboration and a no-inhibitions approach to decorating are some of the hot new decor directions unfolding at Decorex. Michelle Swart finds out more
TO BE held at the Gallagher Convention Centre, Midrand from August 5 - 9 the emphasis at this year’s Decorex Joburg is on a modern “Afropolitan” style.
Melanie Robinson, portfolio director of Decorex SA says: “We are thrilled to join a wonderful line-up of designers and fabric houses on a creative crusade to prove once and for all that there’s nothing clichéd about an African aesthetic.”
Weaving together design trends the team of Laurence Brick Creative Direction brings their visionary fabrics and trends installation “New Look Africa” to Decorex Joburg. The LBCD trio — curator Laurence Brick, Timna Russell, a leading trends forecaster and product developer in the South African textiles and home décor industry, and Cathy O’Clery, award-winning journalist and respected expert on interior and contemporary design — take up the cloth to showcase South African design in a cutting-edge context.
“In modern African homes colour is not held back. It is not wishy-washy or subtle; it is intense and bold. Often used with dramatic pattern and printed textiles, tiles and ceramics, the vivid colours hum with life. If colour is an indication of mood then Africa is wide-awake and partying,” says O’Clery.
New Look Africa is a fresh and inspiring celebration of contemporary African style — a sensational style which the world has begun to sit up and take notice,” Brick explains. “The stand, commissioned by Decorex Joburg for the entrance to the main hall, will present two innovative and stylish rooms to showcase forward trends in African decorating for 2011.”
In a more subdued mood The Zambezi Bar will show that strong colour can be employed in a sophisticated and laid back manner. Threads of rich orange, turquoise, gold and white offer a fresh palette which is distinctly African but with global appeal.
Other trend-focused fabric features at Decorex Joburg 2011 include The Wallpaper Installation where Hertex, Black Fabrics, U&G Fabrics, Silk & Cotton Company, Wallpaper Inn, Design Syn- dicate, Décor Wallpaper Company and other big names roll out their latest on-trend wallpaper ranges in a unique gallery setting.
The iconic Shwe Shwe Fabric will be in the limelight at “Gabi Gabi 2011”, a new addition to the South African Handmade Collection, a multi-faceted showcase of South African textiles, curated by craft sector specialist Sue Heathcock.
This collection of truly South African products will see textile mavens Ronel Jordaan and the Design Team launching new products through the Gabi Gabi space, together with 40 emerging and established craft entrepreneurs.
A passionate believer in fabric’s power to transform the mood of a room is Haidee Kramer of Home Fabrics. In the 2012 edition of”‘It’s all in the Detail,” the annual sourcebook published by Decorex SA, Kramer reveals her take on the latest fabric trends. As Johannesburg-based design/marketing director and co-owner of Home Fabrics, Kramer re-interprets her global trend observations to appeal to the local consumer.
“I am passionate about colour; it is undoubtedly the most important power of expression. Yet the natural non-colour of linen is my favourite hue. I love to accent with shots of real colour and I am infatuated with beeswax yellow in combination with magenta.”
Her best décor tip? “Plains continue to dominate, so the feature wall is very important. Wallpaper allows one to inject real interest and character into a room.”
Bring boldness to a neutral interior with striking novelty wallpaper, such as the Eijffinger UN Bisou range by Home Fabrics.
Bring a room bang up to date with quirky prints from Designer Guild’s Barcelona range.