The event quickly filled a gaping hole in the local exhibition arena, resulting in its popularity rocketing. Its projected visitorship (estimated against the country's only other similar event, the SA Antique Dealers Fair), was a conservative 3000. Remarkably, a record 27,000 eager design and décor enthusiasts turned up. And the snowballing began in earnest as this now iconic show trebled its space at Gallagher Estate from one to three halls in just two years and doubled its visitorship.
Three years later she expanded to Cape Town (Spier Wine Estate was the original venue) and KwaZulu-Natal, resulting in Decorex SA welcoming around 100,000 visitors per annum. This feat saw Hadfield lauded with numerous local and international awards as well as Honorary Life Membership of IID for the recognition that it gave to design in this country, as well as the business and job opportunities it created.
Hadfield sold Decorex SA some twelve years ago to the Amsterdam-based RAI Group which in turn sold it to current owners Thebe Exhibitions. Reflecting on where the event was and where it is today, Hadfield has nothing but sincere praise and applause for the Thebe team on the legacy she created.
The founder elaborates, "I'm really excited to see how Decorex SA continues to evolve and reinvent itself year after year for its audience. Thebe Exhibitions is doing a fantastic job and has a great forward-thinking, creative philosophy. They undoubtedly have retained if not indeed, increased Decorex SA's status as the continent's most popular and prominent design and décor event. I wish them continued success into the future."
Hadfield is currently in the process of launching a new and innovative luxury lifestyle event that is aimed primarily at the affluent upper LSM market. Branded as A Beautiful Day, Hadfield explains the premise of her latest creation and describes it as nothing like Decorex SA....
"Our aim with A Beautiful Day is not to compete or conflict with any other exhibition. It's better described as an experiential event rather than an 'exhibition' for the luxury brand market to present itself in a stylish intimate manner with other like-minded and appropriate brands. It fills a gap in the market for seriously time-strained discerning consumers to experience premium luxury lifestyle products first-hand in a boutique, non hard-sell driven environment. So we think of it more as an experiential journey of discovery even - for guests to enjoy as opposed to an exhibition."
What sets A Beautiful Day apart is both its make-up and personality. Seven different components that epitomise luxury lifestyle have been carefully selected in which cherry-picked exhibitors can both network and present their products to a specific target audience. These range from travel, technology, finance and business, to sustainable luxury, health, cuisine, fashion and grooming as well as arts and design. The floor plan is designed to be relaxed, understated and free-flowing yet elegant and sophisticated. In addition, the interior décor will complement and enhance the exhibitor pavilions and reflect the inherent personality of A Beautiful Day.
A Beautiful Day is a three-day event that launches at the Sandton Convention Centre in March 2014. For more information please visit www.abeautifulday.co.za or contact Nicola Hadfield at az.oc.dleifdahalocin@alocin.
All participants are screened and by Invitation Only. No children under 13 years.
