Sian Cullingworth on the Momentum Behind Decorex Africa 2025: From Cape Town to Johannesburg

We caught up with Sian Cullingworth, just before she left Cape Town, following the successful close of Decorex Cape Town 2025. As the driving force behind the Design & Retail Portfolio of exhibitions — which includes the three Decorex SA shows, 100% Design South Africa, and the International Sourcing Fair — Sian leads a dynamic platform that brings over a thousand brands face-to-face with their target markets across South Africa.

With Cape Town now in the rearview, it’s time to roll out the red carpet as she and her team arrive in Johannesburg — and we look ahead to what promises to be an extraordinary Decorex Africa Johannesburg 2025.

Sian Cullingworth

Sian, after wrapping up an incredible Decorex Cape Town, how are you feeling about the momentum building toward Decorex Africa 2025 in Johannesburg?
Decorex Cape Town was one for the books. The energy, the feedback, the turnout — we’re still riding the wave. There’s such strong momentum behind the brand, and that excitement is absolutely carrying through to Joburg. We’re already deep into planning, and I can say with full confidence: Johannesburg is going to feel next-level.

You’ve brought over 1,300 brands face-to-face with their markets across South Africa. What’s been the secret to curating such dynamic and relevant exhibitions?
We stay close to our markets — that’s the real secret. Our team is immersed in the industry, we listen carefully, and we adapt fast. Every show is carefully curated to meet what our audience wants now, not last year. We also have a clear creative vision guided by our Executive Creative Directors, and a passionate, skilled team who know how to bring that vision to life. And, of course, our exhibitors — they show up with purpose and personality. They bring the magic.

How has the South African design landscape evolved in recent years, and in what ways is Decorex helping to shape or reflect that change?
The growth in local design has been remarkable. South African designers are no longer just emerging — they’re establishing, and in many cases, leading. Our job is to create platforms that showcase that evolution. Through 100% Design Africa, our SMME programme, and curated features like the Local Design Pavilion, we’re shining a light on talent that deserves global attention. And we’re seeing that attention — international brands are looking to Africa with serious intent.

Looking back at Decorex Cape Town 2025, what standout moments or highlights are you especially proud of?
There wasn’t just one moment — the entire show felt elevated. I was proud of how intentional everything was, from the curated spaces to the exhibitor mix to how trade and consumer visitors flowed through the experience. But the feedback has been the most rewarding part — so many people called it the best show in years. That’s what matters.

Decorex Team

Let’s talk about the visitor experience — what feedback have you received from attendees, and how is that shaping your plans for Decorex 2025 Johannesburg?
We really took the feedback from last year to heart, especially the call for a more curated shopping experience. This year, the results spoke for themselves — visitors loved the balance between design inspiration and discoverable retail moments. For Joburg, we’re building on that, but also leaning further into feature spaces and immersive experiences that speak to the energy of Gauteng. Plus, we’re expanding our focus on African excellence — celebrating design happening across the continent, not just within our borders.

The “New Reflections” Pavilion brought together some of South Africa’s top designers under one roof. Can we expect similar innovation and collaboration in Johannesburg?
Yes, most definitely! 100% Design is a must see at Decorex Joburg, and has been one of the most popular highlights of the show. Expect to be wowed by top local designers, many launching their new products at the show.

What excited you most about Decorex Africa Cape Town 2025 — are there any teasers or early insights you can share for Johannesburg?.
Cape Town was about pushing boundaries — and it was incredible to see visitors so open to ideas around sustainability, design for longevity, and material innovation. I was particularly proud to spotlight Reform Studio as our Designer of the Year. For Joburg, we’re thrilled to announce Charles Job in that role. His perspective is deeply considered and internationally relevant. It’s going to be powerful.

As someone deeply connected to the design and retail world, what continues to inspire you in your role?
It’s the people. Every time I walk the show, I see talent, hustle, creativity — and real conversations happening between designers, makers, brands, and buyers. We exist to create those moments. When our platform helps someone grow their business or find their big break, that’s the win. And I’ll admit — I’m a sucker for a beautiful kitchen reveal or a bold new textile range. That excitement never gets old.

Finally, how can designers, brands, and creatives get more involved or best prepare for what’s coming next on the Decorex stage?
If you’re in the design, decor or architecture trade, register for a free trade pass early — it gives you access to everything. For brands, Joburg is nearly sold out, but there’s still a chance to get in front of 25,000+ design-savvy visitors. If you’re an emerging creative, keep your eye on the Future Talks lineup. Every session is included in your ticket and it’s a goldmine of ideas. And honestly, there’s so much happening that the best way to make the most of it is to download the app — it’s free, it’s slick, and it helps you plan your experience from start to finish.

Decorex Cape 2025

Contact: Decorex 

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