Durban, South Africa – The leading flooring specialist and modern African manufacturer has unveiled its brand-new Belgotex Durban Showroom in Umhlanga, along with introducing a new design-led, commercial flooring range, Grafica.
On the evening of the 4th April, architects, developers, interior designers and other esteemed industry partners mingled at the harvest table and gin bar, enjoying canapés and cocktails, before Belgotex CEO Edward Colle officially opened the space.
Colle, a third-generation family member in the company, spoke about the deep connection Belgotex shares with its people, product and planet, and how the showroom aims to serve customers better by allowing them to fully experience the Belgotex brand.
“We felt that it was important for this showroom to reveal authentic layers of the brand and the business,” says Colle. “This space is an experience, not just a product, and our brand is the same. There’s so much more to who we are and why we do what we do, and this allows us to tell that story.”
Afterwards guests were introduced to Belgotex’s new commercial flooring range, Grafica, three new tufted tile designs influenced by Africa’s abundant creativity and a bold commercial collection that delivers robust, graphic pattern to hard-working floors.
“Grafica is not just another new range for us at Belgotex,” says Colle. “But a true and authentic example of our team putting concept and creativity at the fore, and then using the machinery and technology available to us to execute the concept. I’m proud of the team for having faith in the creative process and trusting that the outcome would be something more sincere than what we’ve done in the past.”
Described as “attitude and Africa made one”, Grafica is an expression of the everyday objects that make up life in our cities. Crates is a stack-style design inspired by our local make-shift, can-do culture. Blocks is a reflection of urban life in Africa; a vibrant grid of energy where cultures converge for the daily hustle. A beautiful organized chaos is represented by Skew Lines, which celebrates Africa’s contrasts and clash of perspectives.
Please find attached event photography from the launch, imagery from our Grafica concept shoot and a behind-the-scenes video that tells the Grafica story.
Visit the Belgotex Durban Showroom at 31 Solstice Drive, Umhlanga Ridge, Monday to Friday from 8 to 17:00. Our KZN sales reps are on call and ready to assist with your next project +27 (33) 897 7500