Black patent leather shoes and wide-leg pants stand on a deep red carpet, conveying a sense of elegance and sophistication.

Decorex & 100% Design Africa

Resume

Year

2025

Client

RX Africa

Project

Creative Direction

Categories

Strategic & Creative Direction Programming & Curation Research & Relationships Communications & Editorial Events & Activation Speaker programming After-hours programming strategy

Credits

Organiser RX Africa Show Director Sian Cullingworth Marketing Director Sandra Jardim Executive Creative Directors Garreth van Niekerk & Alan Hayward Creative Director (RX Africa) Anita Bloom Art Direction Heather Reid COLLABORATORS Reform Studio (CT) Charles O Job (JHB) New Reflections Pavilion Mash.T, Ananta Greg Marshall Design Stuart Graham Fabrics African Jacquard The Mood Collectives House of Harhaz TheUrbanative Vitalli Clout/SA Indigenus × Fernando Mastrangelo Capitec handmadeAFRICA LRNCE Bombisa African Robotics Sizwe Sama Kind Kid Roxas BambiZulu Monkeybiz Sari for Change and 30+ others Materials Pavilion African Jacquard Wolkberg Casting Studios International Spotlight Pavilion Nosso Ligne Roset Crema Sofa Company Future Talks speakers Reform Studio SAOTA Tracy Lee-Lynch Maira Koutsoudakis Federica Sala Charles O Job Stephen Klein Sinegugu Ngxoko Bilala Mabuza Bathandwa Ngwendu and 40+ others Brand partners Capitec Pro Helvetia Samsung @home Lexus Sonos Mr D Food Jams

Africa's largest design and decor platform, reimagined. As joint Executive Creative Directors of Decorex Africa and 100% Design Africa, Beheld has spent two editions reshaping the show into something genuinely continental - introducing the first African Design Pavilions in its history, launching the Capitec handmadeAFRICA Design MRKT, and building a Future Talks programme that brought some of the world's most important design voices to an African stage. For the first time, the show named Designers of the Year from the continent itself: Reform Studio from Cairo, and Charles O Job from Nigeria. A small but significant marker of how far the frame of reference has shifted.

Input

The client brief, as received: appointment as joint Executive Creative Directors of Decorex Africa and 100% Design Africa, with a mandate to introduce African design representation, a shoppable market, a cohesive look and feel, and an international dimension to a show that had none of these things.

Output

Two fully reimagined design fairs across Cape Town and Johannesburg. First African Design Pavilions in the show's history. Capitec handmadeAFRICA Design MRKT. International Spotlight exhibition. Materials Pavilion. Future Talks programme with continental and international speakers. First Designers of the Year from the African continent — Reform Studio and Charles O Job. 600+ exhibiting brands. R60 million in media value. 49,000 visitors across both cities.

Two men in dress shirts stand against a striped background. One adjusts his tie, both look thoughtful and focused, conveying a professional tone.
Two men in dress shirts stand against a striped background. One adjusts his tie, both look thoughtful and focused, conveying a professional tone.
A young man in a white shirt and tie sits on the floor, surrounded by scattered papers. He looks down at a document, appearing focused and pensive.
Young man in a formal outfit with a striped shirt, grey tie, and black coat. The tone is serious and professional, emphasizing subdued elegance.

"Garreth and Alan are bringing fresh vision and energy to our team, setting the stage for an incredible year in 2025."

"Garreth and Alan are bringing fresh vision and energy to our team, setting the stage for an incredible year in 2025."

Carol Weaving

Managing Director, RX Africa

Man in a white shirt reclines in a chair on a red carpet, talking on the phone. Scattered papers surround him, conveying stress or disarray.
Man in a white shirt reclines in a chair on a red carpet, talking on the phone. Scattered papers surround him, conveying stress or disarray.
A person in business attire lies amidst scattered papers and folders on a red carpet, holding a phone receiver. The scene conveys chaos and stress.
A person in business attire lies amidst scattered papers and folders on a red carpet, holding a phone receiver. The scene conveys chaos and stress.
A man in a grey shirt sits in a dim office, gazing seriously at a computer screen. Blinds and office supplies create a focused and professional atmosphere.
Person in a dark shirton a phone call, seated at a desk with papers, exudes a thoughtful, focused demeanor. Background shows dark horizontal blinds.

Other Projects

View All

Veld: Publication

2024

Three people sit around a dimly lit table with drinks and cards, conveying a relaxed, intimate atmosphere. A boombox is visible in the background.

Roger Ballen Centre

2026

A person runs inside a dimly lit, textured cave with sandy ground and large rock formations. The atmosphere is adventurous and mysterious.

Salone del Mobile.Milano

2026

Veld: Publication

2024

Three people sit around a dimly lit table with drinks and cards, conveying a relaxed, intimate atmosphere. A boombox is visible in the background.

Roger Ballen Centre

2026

A person runs inside a dimly lit, textured cave with sandy ground and large rock formations. The atmosphere is adventurous and mysterious.