Getting to know Decorex SA’s Creative Director, Anita Bloom

Anita Bloom in the Trend House at Decorex Joburg 2017

Her journey to the role of Creative Director for Decorex SA started as a graphic designer at Multimedia Agency SHiFT Interactive in 1998 where she spent 8 years mastering design and interactive touch screen design and animation. In 2006 she established her own design studio, Just Bloom Designs, as a freelance graphic and web designer. The company focused on graphic, print and web design boasting a client portfolio that included exhibition organisers, SARCDA Gift, Toy & Décor Trade Expo. Bloom created all design collateral and began taking the exhibitions branding to another level by redesigning the CI and complete look and feel of the expo.

“My work has always been about gorgeous design with a twist of something unique,” explained Bloom. “I truly believe that if you do what you love, you will succeed in whatever field you choose.”

After years in creative industry, and following her passion for everything décor and design, Bloom grabbed the opportunity to create a new trade platform with the role as Creative Director and Exhibition Manager of Inspire Trade Exhibitions in 2013. This was South Africa’s exclusive, business-to-business, Furniture + Decor + Design + Workspace Trade Expo.

“Being involved in the business from its inception, building it up with a dynamic group of business partners into a much-needed trade platform, was a phenomenal experience. It taught me so much about the exhibition industry which has stood me in good stead with Decorex.”

After three successful years, this exclusive trade platform was bought by Reed Exhibitions South Africa and now continues to grow as a focused, workspace sector within 100% Design South Africa — co-located alongside Decorex Joburg every August at the Gallagher Convention Centre.

In July 2016, Bloom was appointed Creative Director for the Lifestyle, Design & Retail Portfolio at Reed Exhibitions: “I was now living my dream! The role combines my love for design, blogging and creative talents.”

Her attention for detail; passion for design, decor and fashion, ability to formulate longstanding relationships with clients and performance under pressure are key aspects that make this the perfect position for Bloom.

Anita Bloom’s Top 5 Trends

  1. Scandinavian Hygge and Lagom

While Scandinavian countries typically bring to mind thoughts of icy winters, they also know how to protect themselves from this cold using well-crafted spaces of warmth and comfort. The Danish ‘hygge’ focuses on cosy serenity while the Swedish ‘lagom’ looks for moderation with the unifying element of simplicity. In furniture, this is translated into practical, quality items that are built to last with soft, underfoot rugs and overstuffed couches and pouffes.

  1. Elevated organics

Wood, cotton, cork…décor is embracing the natural element wherever possible, completely eradicating the interior/exterior divide. This directly connects with the hygge trend which seeks cosy comfort through warm materials, inviting textures and neutral tones. The home must be a refreshing haven that soothes all the senses.

  1. Room Dividers

As a way to avoid compartmentalisation and invite flowing lines into the home, there has been an emergence of room dividers which simultaneously separate and invite. Generally constructed out of solid wooden materials, room dividers keep the open-plan feeling while not creating a claustrophobic space.

  1. Mixed Metallics

Eclectic is best in this enticing trend that allows for the fusion of all metal types… brass, matte gold, matte black and other iridescent pieces. This can be subtly incorporated though seemingly mismatched cutlery or a more statement piece in vases and wall displays. While bringing colour to any room, the Mixed Metallics’ trend also fuses the coldness of metal with the warmth of metal hues. The perfect complement to the neutral tones of earthy textiles and furniture.

  1. Metal Design Furniture

Metals will also dominate in large furniture pieces and the lagom undertone of minimalism is key to these signature pieces. Thin black lines, natural fabrics and glass are dominating elements in these pieces which can take the form of chairs, tables, bookshelves and mirrors.

“Visitors to Decorex Joburg can expect to find quality pieces constructed from natural, organic materials with overwhelming neutral tones that are jolted with a pop of colour,” said Bloom. “Although trends will continue to emerge, these items will remain constant with only minor adaptations to décor needed for a rejuvenating feel.”

To view these trends and many more #rhythmoflife milestone décor, design and lifestyle features and products, get to Decorex Joburg for the 25th installation.

8 – 12 August 2018
10am – 6pm daily
Gallagher Convention Centre
Public holiday: Thursday 9 August
Trade-focused days: 8 and 10 August

Ticket Prices:
Adults – R 120
Student/Pensioners – R 100
Kids U12 – R20
Trade – R 100
Exhibitor – R 100

Buy your tickets now