Pep Home’s Award-Winning Stormy Blanket Installation at Decorex

Who would have thought that the humble stormy blanket, a familiar sight in so many South African homes, could become the starting point for an award-winning design installation? At Decorex Joburg 2026, Haas Advertising and The Haas Collective gave this everyday household favourite an entirely new identity, transforming it into furniture, lighting, fashion and art for Pep Home. The Pep Home stormy blanket installation demonstrated how an affordable household essential could be reimagined through creative design.

Working alongside local designers, makers, photographers and artisans, the team created an immersive, cave-like space that invited visitors to leave the exhibition’s bustle behind and take a closer look at something they had probably known all their lives.

The idea was beautifully simple: “It’s more than just a blanket. It’s home.”

Beyond the unexpected designs, the installation celebrated South African craftsmanship, including intricate embroidered artworks created by women from McGregor. The space also integrated technology, connecting the physical installation to Pep Home’s online shopping platform.

The project went on to win the 2026 Decorex Joburg Executive Creative Director Award for Pep Home, recognising an imaginative approach to accessible design and brand storytelling.

We caught up with Tarryn Burton and Glynn Venter from Haas Advertising to learn how the idea came together, why collaboration mattered, and what happens when an everyday object is viewed a little differently.

1. The installation began with an incredibly familiar South African object: the stormy blanket. What made you see its potential as the creative starting point for the Pep Home stand, and what did you want audiences to feel when they encountered it in a completely new context?

“The most powerful creative ideas often come from the simplest things. Generations of South Africans have grown up with the storm blanket. It’s familiar, affordable and deeply connected to our sense of home.

The brief was to take something ordinary and transform it into something extraordinary. We decided to challenge the perception of what affordable design can be.

We wanted people to experience that wonderful moment of recognition, followed by surprise. To look at something they’ve known their entire lives and suddenly see it in a completely different light.

For us, great creativity isn’t always about inventing something new. Sometimes it’s about changing the way people see something they already know.”

2. “It’s more than just a blanket. It’s home” speaks to memory, comfort and belonging. How did you translate that emotional idea into a physical space while still keeping the Pep Home brand and its promise of accessible design at the centre?

“We never wanted to create just another exhibition stand. We wanted to create an experience that connected with people emotionally.

The blanket became our creative canvas, transforming into furniture, lighting, fashion and art. Every element demonstrated how something simple and accessible could become contemporary, sophisticated and unexpected.

At its heart was Pep Home’s belief that beautiful living should be accessible to everyone.

Good design shouldn’t be defined by its price tag, but by the imagination and emotion behind it.

That was ultimately our message: it’s not just a blanket; it’s a celebration of what home means to all of us.”

3. The blanket was transformed into furniture, lighting, fashion and artworks. Which transformation surprised you most during the creative process, and was there a particular piece or detail that became the hero of the installation for you?

“What surprised us most was just how versatile the blanket became. Something traditionally associated with warmth and practicality suddenly took on an entirely new identity.

The furniture and lighting were exciting transformations, but the embroidered artworks created by the talented women from McGregor brought another dimension to the experience.

They introduced a human story of craftsmanship, community and creativity that made the installation even more meaningful.

For us, the hero wasn’t necessarily one individual piece. It was the transformation itself: taking something familiar and revealing its extraordinary potential.”

4. This was a highly collaborative project, bringing together Haas Advertising, The Haas Collective, makers, designers, photographers and community-based sewists. How did those different creative voices shape the final result, and what did collaboration allow you to achieve that an agency working alone couldn’t have?

“We’ve always believed that you’re only as good as the people you surround yourself with.

This project’s strength came from bringing together incredibly talented people with different skills, perspectives and creative disciplines.

From designers and photographers to makers and the women from the McGregor community, everyone contributed something unique. Their collective expertise elevated the original idea far beyond what any single creative team could have achieved.

Collaboration isn’t simply about executing an idea together. It’s about allowing different talents to make that idea even better.

That’s what made this project so special. It was a genuine celebration of South African creativity.”

5. Winning the 2026 Decorex Joburg Executive Creative Director Award puts a spotlight on experiential brand design. What do you think this project says about where South African advertising and design are heading, particularly when it comes to creating culturally relevant experiences from everyday, affordable products?

“Winning the award was an incredible honour, particularly because the project challenged the perception that exceptional design needs an exceptional budget.

South Africa has an extraordinary wealth of culture, craftsmanship and creative talent. We don’t always need to look internationally for inspiration when such powerful stories are in our own backyard.

We believe the future of advertising lies in creating meaningful experiences rather than simply communicating messages. People want to connect with brands, not just be sold to.

Great advertising is no longer just about what people see. It’s about what they feel, what they remember and what they want to share.

Decorex demonstrated that you can take one of the most affordable, everyday products and turn it into an award-winning creative experience.”

6. Beyond the Decorex stand, what other projects or creative work has Haas Advertising been involved in with Pep Home, and how has that relationship evolved?

“Our creative approach to Pep Home has always been rooted in finding extraordinary opportunities within everyday products and experiences.

We recently ran their annual product launch event, where they showcased Pep Home, Pep Cell, and Pep Clothing and Footwear under one ‘umbrella event’ in Gauteng for the first time. Our concept for this was ‘Unboxing Summer’. We wanted to capture that feeling of excitement and joy when you get to ‘unbox’ something special.

What makes the relationship exciting is the opportunity to challenge conventional retail thinking and explore how creativity can build stronger emotional connections between a brand and its customers.

Ultimately, we want to create work that doesn’t just attract attention, but earns a place in people’s hearts and memories.

That’s the kind of creative partnership we believe in, and the direction we’d like to continue exploring with Pep Home.”