Decorex SA launches its second decade with a new director
Decorex JHB, South Africa's pre-eminent décor and design exhibition, is now in the elegant hands of a young and glamorous new Director – just what this prestigious brand needed at the outset of its eleventh year. Melanie Froneman has an air of youthful confidence about her, but a glance at her CV reveals that this young woman already has an impressive background in organising large exhibition events. In only five years at South Africa RAI, the powerhouse company behind Decorex, the SuperSport show and other leading South African trade shows, Melanie has revamped the Tourism Indaba, launched Wikid, a new trade show for the youth, and given Decorex SA a totally new look.
"Over the past decade, Decorex has established itself as a monster brand in South African design and décor. It is trusted as the country's pre-eminent trade show for all elements of local design and decorating trends, but we believe that when you're on top is exactly when you need to up the ante. So this year, as we set out our second decade, my team has gone right back to the drawing board and we have completely re-imagined the show.
"Everything our customers and exhibitors have come to expect from Decorex will still be in place – the widest range, the freshest new ideas, the most exciting experts... But this year my team is concentrating on making the whole experience as comfortable and inspiring as possible for our guests. We have re-imagined the whole pavilion with comfort and efficiency in mind, with wide aisles, less cluttered pavilions, more restrooms, baby changing stations, more efficient queuing systems, better information displays and state-of-the-art security. We want this show to be an event that the whole family can enjoy. Our theme is 'Inspiration and Interpretation' – it is our vision that guests will come along and soak up the best design elements that this country has to offer, and be inspired to go back to their own homes and their own lives and interpret what they've seen with their own, unique sense of style."
With such enthusiasm, it is difficult not to get swept up in this dynamic young woman's vision. Melanie has worked in trade exhibitions for over a decade, ever since graduating from Wits with a Bachelors of Sports Science in 1991, and she has certainly paid her dues. With her track record, you'd be forgiven for thinking that exhibitions are her life, but somewhere along the line she has also found the time to get certified in lifesaving, first aid and reflexology. When she's not planning the ultimate décor experience for the rest of the country, Melanie spends her time decorating her own new living space, a Bali-style townhouse in Johannesburg.
