Dexco presents largest exhibition at Expo Revestir 2024

The brand offers an ecosystem of experiences to visitors to Cidade Dexco, with activations, events and participation of big names at Expo Revestir 2024.

Dexco, owner of the brands Deca, Portinari, Hydra, Duratex, Castelatto, Ceusa and Durafloorpresents the greatest exposure within the 22nd edition of Expo Revestir – an evolution of the known Dexco City, occupying six blocks, with the aim of promoting the strength of the synergy between its product brands on the market. From intense programming of activations, events and participation of important professional namesthe company invests in live marketing to offer a broad ecosystem of experiences to visitors to the fair.

Last year, Dexco presented all its brands together at the fair for the first time in a 2,400 m² stand which was recognized by the If Design Awards 2024 – one of the most important design awards in the world – for its difference in inviting the public audience to immerse themselves in an event like this differently. Among more than 2,100 participants from 56 countries, Cidade Dexco was the winner in the trade fairs and events category.

The success of this strategy has led the company to invest R$ 14 million this year in an evolution of Cidade Dexco that revives the concept Fluidity that connects. With one futuristic architecture and designcharacterized by curves and wavesthe space conveys movement and continuity and refers to the company’s purpose, namely Solutions for better living.

“Cidade Dexco manages to physically materialize all seven brands together and find combined solutions in a fluid and natural way. By maintaining the uniqueness of each brand, we present an environment that seals us as a house of brands,” explains Marina Crocomo, Director of Marketing and Dexco designs.

And all this is linked to the Company’s strategy of strengthening its positioning as a company in the sector to offer the most complete portfolio of solutions for the construction, renovation and decoration process. Dexco has invested in research and development of new product lines for 2024, including a coating made based on circular economy concepts, makeover character studies, as well as the company’s new focus on gamification.

A great ecosystem of experiences

The “fluidity that connects” is not only linked to the conception of new lines with an eye to synergy between brands. But also based on this concept, visitors to Expo Revestir will live connected experiences inside and outside Cidade Dexco. “This year we have made progress in how… extrapolates and puts the public in contact with what happens at the fairgenerating complementary content with live broadcast accessible post-event, on digital platforms”, says Fabiana Melo, Head of Branding, Communication and CRM at Dexco.

This large occupation will offer an ecosystem of experiences for those who pass through there. The company has established a schedule of speeches at the DEXperience arena and in the broadcast studio set up inside Cidade Dexco, which will see the participation of big names such as the fashion entrepreneur, Traudi Guide; the famous architect, Marcelo Salum; Andréa Bisker, of Spark:off; The architect Ricardo Bello Dias; Lucila Zahran, from Casa de Valentina; The architect Melina Romano, among many others. All to explore themes transversal to the universe of architecture, decoration and design, as well as the story of brand launches, the concepts behind the creations and their attributes.

Dexco also advances as a complete solution, launching at Expo Revestir a new cross-brand composition tool, through a composition system – DEXmood. The novelty will be presented at the Viver Ambientes square, which will be at the center of Cidade Dexco, a place that embodies the company’s desire to offer synergy, collaboration and the strength of the brands together with the market, retailers and architects.

In physical and application versions, this tool comes to support consumers and professionals who are looking for a practical approach to the design and implementation of architectural projects, to harmonize the Dexco brand solutions in the best possible way. “We deconstructed and decided to bring something very relevant and constructive. We are providing the guidelines and the path for people to create combinations based on what we believe in and create with our brands. And all this, always with the perspective of the consumer at the center, advancing further and further on this journey”, explains Marcele Brunel, responsible Dexco Design Officea strategic design center dedicated to the transversal vision of the seven brands.

This year the company will also present Dexco’s ESG strategy at the fair for the first time. “Year after year, we are adding more and more layers to the meaning of Living Environments. In 2024, our brands will strengthen the ESG positioning and we will also have a space to talk about sustainability in a corporate way, showing the company’s commitment to sustainability society and the planet”, concludes Marina Crocomo.

To complete the ecosystem of experiences, the Deca and Portinari brands come together Pinterest to strengthen a trend identified by the social network and which has everything to do with the Viver Ambientes promise. “The “Full Body” trend, from the Pinterest Predicts report, is linked to moments of body care, well-being and spa and relaxation environments. Everything that brands want our consumers to experience when using Deca products and furnishing their their spaces with Portinari coverings”, comments Fabiana. Cidade Dexco will be the official headquarters of Pinterest at the fair, identified by a large pin and a talk will also be held in the DEXperience arena that will explore the trend.

Important creative direction in the brand’s projects

The design of the stands for the brands that make up Cidade Dexco relied on the creative direction of renowned professionals who supported each project.

Deca, with doors and dishes, presents an environment whose design was developed by the architect Ricardo Bello Dias, which also designs a line of branded products. The lines signed by Deca, which also count on the partnership of Arthur Casas and Jader Almeida, will be presented again at Expo Revestir. Deca also launches, at the fair, the 27th edition of the renowned Deca Award, which this year will feature a new category focused on wellness and sustainability. This is the most traditional award in the segment, which celebrates the work of the great names in national architecture and design.

With a focus on art, the ceramic tile brand Portinari presents its novelties in an environment developed under the curatorship of the architecture studio BC Architectswith the production of art from Manus Studio. Ceusa, with launches inspired by the intersection of fashion, architecture and creativity under the theme ‘Express Your Styling’, will have a stand with an architectural project developed by the well-known architect Marcelo Salumwhich has already participated with the Dexco brands, when it created an exclusive Duratex You model for its environment at CASACOR SP.

In the Madeira area, Duratex, manufacturer of MDF and MDP panels, and Durafloor, brand of laminate and vinyl flooring, present stands designed by Melina Romano, architect who, in 2021, designed Casa Alma Duratex at CASACOR. This year too, Duratex wanted to enhance and encourage the culture of Brazilian design, bringing furniture developed by young designers to compose the environments. It also strengthens the company’s position in encouraging more sustainable construction by bringing furniture produced locally engineered wood – a more sustainable product in relation to the use of cement and steel – produced by Urbem, a startup that is part of Dexco’s investments.

In turn, the architectural concrete brand Castelatto brings a new stand proposal this year, which proposes the use of volumes, creating exhibition prisms. The architectural project was developed by Gustavo Arbex, of GRBX Arquitetoswith scenography and interior design by Natália Melina, of Name Design.

Source: Terra

Ben

Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.