Decorex International 2016
Decorex International is synonymous with luxury, and is internationally renowned for being THE event to discover the very best, and most coveted products from an unrivalled collection of over 400 hand-selected exhibitors.
Our brief was to create a new visual language for the 2016 event that positioned it as the unmissable, must-attend event for the global interior design market. The creative needed to evoke the essence of Decorex (i.e. luxury design and quality), whilst bringing to life the 2016 theme of Design Origins / Routes of (Luxury) Design.
DeliverablesArt DirectionBrand GuidelinesBrand IdentityDigital CollateralEvent CollateralPhotographyPrint Collateral
We had to ensure that the creative solution explored how the roots of design are being challenged and re-interpreted today – how the new have been influenced by history and inspired today. We needed to change opinions – communicating to new visitors how new, exciting and innovative Decorex is, whilst still appealing to those loyal fans, visitors and exhibitors.
We began by researching the market position of Decorex, the prestige of its residency at Syon Park and the potential threats of competitor shows. We then created three unique visual styles, with the chosen route being shot by the revered portrait photographer Alun Callendar – beautifully combining young product designers with their interior designer inspirations and favourite designs.
The photoshoot took place in the beautiful courtyard of Syon House in early March 2016. Everything was carefully planned and scheduled so that each of the young designers, together with their favourite design, and their product designer inspirations arrived at pre-arranged slots throughout the morning.
Revered creatives like Nicky Haslam, Lulu Lytle, Guy Goodfellow, Tim Gosling, Staffan Tollgard and Martin Hulbert proved to be absolute delights to work with. And the younger designers like Georgia Kembal, Nic Webb, Laszlo Beckett, Sebastian Cox, Merete Rasmussen and Tanya Gomez were equally as accommodating as we set up, lit and composed each scenario in turn.
The main group shot was composed around one of the internal staircases within the courtyard. This allowed us to use the height and depth of the space to its full capacity – this was vital given that we had to position 13 people along with five separate product designs within one frame.
After a hugely successful day of shooting, we began the process of editing through and selecting the very best shots – retouching and colour balancing as required. With the final master image library in place, we then set about creating all of the design and advertising templates that would allow the launch campaign to begin in earnest.
Best practice examples for posters, brochures, banners, online advertising, and social media templates were created and flowed into the brand guidelines document that was being put together in parallel. The full suite of collateral was delivered for launch early in April 2016 – well ahead of the event in September 2016.