Let’s Meet Anita Bloom, Creative Director at Decorex
With a creative background as a graphic artist extraordinaire, Anita Bloom brings a wealth of knowledge and design innovation to the role of Creative Director over at Decorex Africa & 100% Design SA. We speak to Anita about what inspires her most and what we can look forward to from Decorex Africa in the near future…
Here’s what she had to say…
How would you describe your personal style?
Minimalistic with touches from nature. The key to beautiful minimal interiors is to ensure there is just the right amount of texture. I love white walls but moving into the warmer beige tones mixed with the monochromatic black and white with lots of greenery and soft finishes of Pampas Grass.
What colour trends are you excited about in 2020?
We see a big move away from grey to warmer tones such as beige and champagne toned colour palettes. Beige seems to have taken the place of white on the walls, even in the Nordic style where white has always been first choice. Adopting a less-is-more approach. Beige inspires us to move towards a more conscious existence filled with smart living.
What is the most recent purchase you’ve made for your home?
We recently built an outdoor entertainment area – I love sitting outside, reading a good book or just entertaining with family and friends. It’s an extra space in our home and I have had so much fun decorating. Taking the indoors outdoors, with lounge seating, scatter cushions, metal wall art, rugs and hanging plants.
What one design element, trend or furniture item can you not live without?
I would have to say my commissioned art pieces – it adds a personal touch to my home and brings each room to life. I also can’t live without my dried botanicals – pampas grass and greenery. A fresh bunch of flowers weekly also makes my heart smile.
What design influence has had the greatest influence on your work and business?
Being the Creative Director for Decorex Africa & 100% Design SA, requires me to constantly research global trends, it’s important that we showcase the latest designs and inspirations from a global and local aspect – so I would have to say my greatest influence in all aspects of my design is my Trend Report that I put together annually. Being able to showcase the latest décor and colour trends in various room settings and features around the show is my greatest love.
How would you describe the design industry in South Africa at present?
I believe SA Design is sitting at the forefront of the design world. We have the most amazing talented designers – that showcase design on an international level. Proud to say I get to work with a lot of these talented designers within the industry on a daily basis. The economy is tough but if you keep focused to create unique designs and quality handcrafted pieces your business will soar locally and internationally.
It was amazing to see so many South African Designers in Dubai, taking part at the Downtown Design Exhibition last year, and how well-received their designs were by architects and designers abroad.
What has been one of the most challenging projects you have worked on?
Working on my very first Creative Strategy and Trend Report for Decorex Africa 4 years ago, taking all the trends and inspirational ideas I had researched and conceptualised and making sure I could execute the feature areas and showcase the latest trends within various projects that truly reflected my vision.
What trends do you think we should keep an eye on in upcoming seasons?
2020 will be the year of decorative explosion in the interior design industry, after many years of enjoying styles such as Nordic, Scandinavian and Industrial trends, the time has come to unify trends in the same space to create rooms that are unique and full of personality. 2020 gives way to the combination of different trends that can coexist in a single space or can be used in different rooms – creating multiple environments.
Look out for:
New Nordic – a move away from ‘scandi’ style to something more nuanced with warm off-white tones.
Contemporary Organic – where luxury living takes a softer turn with more of a calming influence of nature.
3D Surfaces & Texture – walls are taking a more 3-dimensional designs with wall cladding and various surface materials such as mini & maxi tiles.
Painted Floors – an original way to renovate wooden flooring is painting with bold colour, geometries, and mosaic patterns.
Handcrafted – with the super-fast growing of technology, we are all re-discovering the value of handmade. Quality pieces made with traditional woodworking methods, weaving and hand-crafted ceramics.
What exciting projects have you planned within the next year?
Decorex Africa will be launching The Design Authority Experience Live – a conference that addresses the changes that are disrupting the business world in the design Industry. As John F. Kennedy once said, “Change is the law of life and those who look only to the past or present are certain to miss the future.” Which is why we are inviting some of the best minds along with some leading business minds will give their views on what is needed in this changing landscape. Design Thinking, Innovation and Creativity are the tools needed to future proof anyone in the Design Industry. We aim to feature an impressive line-up of keynote speakers that truly reflects the diverse and evolving nature of their industry based on their innovative approach to design as well as their proven success. Definitely something not to be missed! [ Click here to view the DX Live Video ]
For more visit Decorex Africa.
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