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iid insight e-newsletter page 1 www.iidprofessions.com

Local iconography inspires the architecture of the stadiums being built

for the 2010 Soccer World Cup being hosted for the first time in Africa.

Central to the event, the stadiums demonstrate South Africa s world

class architectural and built environment skills. We ve included a

preview of 5 of the 10 stadiums being used for the football event.

(Continued on page 3)

Soccer City Stadium, Johannesburg

Monthly e-newsletter from The South African Institute of the Interior Design Professions (IID) designed to give Members

insight as to the developments taking place within the Institute, our Members and the Industry.

iid insight Volume 18 April 2009

INS I D E TH I S I SSUE

1 As the Recession Bites

2 MBM Presents New Puro Range

3 JVB Furniture Collection

“I Work by Referral Only”

By Lloyd Princeton

I work by referral only1 is a common claim that I hear

from designers. It s a wonderful thing since it means that

clients are satisfied with the services and products they

have received. Unfortunately, it also highlights one of the

pitfalls of this position as well, which is relying on the

action of others to generate future projects. In other

words, if the phone doesn t ring, you don t have work.

The need to be proactive about marketing for new

business is critical. Not only because it s wise not to put

all of your eggs in the referral basket, but because it

gives you an opportunity to expand beyond the referral

sources / communities that you are currently serving. By

specifically targeting the type of people and projects that

you want, you can determine who will be on the other

line of the phone when it does ring.

Continued on page 2

IID FOUNDING MEMBERS


Cont from page 1

“I Work by Referral Only”

By Lloyd Princeton

The next step is integrated marketing

communication, a management concept that is

designed to make all aspects of marketing

communication such as advertising, sales promotion,

public relations and direct marketing work together

as a unified force, rather than permitting each to

work in isolation. The key to this is making sure that

all elements of your marketing plan compliment each

other and reinforce your unique positioning statement

while staying on time and on budget.

A unique positioning statement is short (12 words or

less excluding product / company name), simply

stated and works in every aspect of your marketing.

It should state a compelling benefit about you that is

unique and addresses the target market's most

pressing problem. In other words, what pain can you

make go away with the benefit that you provide? If

you have been in the industry for 30 years you can

rightly suggest that you have :seen it all and have

the experience to avoid most problems.

This becomes part of a message strategy which

consists of a positioning statement and three

supporting points that state benefits i.e. why the

target market should care about your product,

service or company. A message strategy can be

extremely detailed and is the foundation for all

marketing communication. Remember, what you say

internally will be expressed externally as well.

Consider employee retention and recruitment in this

process.

So what is your message strategy? Have you taken

the time to articulate your unique positioning statement

and made sure that it is clear in everything that you do

including your website, advertising, direct mail and

media relations? Given enough time, you can develop

a strategy that will work for you. If you don t have the

time to do this (as many small business owners don t)

you should turn to professionals to help you create and

manage your marketing program to assure your

continued and future success. Outsourcing the program

can guarantee the consistency and allow you to focus

on what you do best: design!

Lloyd Princeton is CEO of the Design Management

Company of New York who specialize in business

management, marketing and sales for the Interior

Design and Home Furnishings industries.

ww.dmcnyc.com □

PROPOSED NEW MEMBERS

If anyone has objections to any of the following new

Members being appointed, please let us know before

13 May 2009. All objections must be lodged in

writing.

PROF. INTERIOR DESIGNER – GAUTENG

ANTON PIENAAR - ANTON PIENAAR INTERIOR DESIGNS

AFFILIATE EDUCATION MEMBER - KZN

STYLE DESIGN COLLEGE - CLAUDE FOURIE

EXCLUSIVE SCHOOL IN DURBAN OFFERING COURSES IN

FASHION, GRAPHIC, INTERIOR DESIGN & INTERIOR

DECORATION. BEING RECOGNIZED BY THE IID FOR THEIR

INTERIOR DESIGN DIPLOMA

TEL: 031 266 8505

WWW.STYLEDESIGNCOLLEGE.CO.ZA □


SA World Cup 2010 Preview of

New & Reconstructed Stadiums

Pictures courtesy of www.soccerworldcupafrica.co.za

Peter Mokaba Stadium, Polokwane

Moses Mahiba Stadium, Durban

Green Point :African Renaissance Stadium , Cape Town

Nelson Mandela Bay Stadium, Port Elizabeth

As the Recession Bites By Prof Des Laubscher E IID President

Now, more than ever, as the economy is in downward spiral

professionalism becomes the key to staying afloat and

ensuring staying the course and seeing the light at the end of

the tunnel.

The way clients treat designers, to a large extent, depends on

the way designers treat clients. I think there is a much better

relationship today then there was five or ten years ago. This

is largely due to a much more professional package that

designers are offering. Taking a good brief is mandatory,

explaining the processes and stages of development with the

client are crucial so all are on the same page. Finally, delivery

on time and within budget is essential. Sadly there are still

unprofessional and under qualified designers and decorators

who taint the whole industry.

Belonging and being a member of a professional body like

the IID creates peace of mind for the client and ensures a

professional service. Remember to mention this to your

clients and use it as a marketing tool. Let s move forward

together and keep good lines of communication open. The IID

is now ready to deliver forums and workshops so check each

newsletter to ensure you are informed □

STAY I N TOUCH

I F Y O U ’ V E M O V E D R E C E N T L Y O R

C H AN G E D A N Y O F Y O U R C O N T A C T

D E T A I L S R E M EM B E R T O L E T T H E

I I D K N OW S O T H A T W E C A N U P D A T E

Y O U R R E C O R D S . P L E A S E S E N D

Y O U R N EW A D D R E S S & C O N T A C T

D E T A I L S T O B E R N I C E HO L L Y @

N A T I O N A L@ I I D P R O F E S S I O N S . COM

O R 0 1 1 4 6 5 9 7 3 2 □


Member’s Showcase Area

time&space is a full 'turnkey' interior design operation 'from inception to

completion'. Services offered include: space analysis, design & decor,

corporate id, space planning, procurement & purchasing, project

management, site management, move co-ordination, timing & logistics,

planning & co-ordination. time&space specializes in the corporate, retail

& hospitality sectors □

T e l : 0 8 6 1 1 1 t i m e ( 8 4 6 3 )

www. t ime -space .co .za

Above: The Wine Connection Benmore

Center

Right: Nestle Head Office :Think Tank

Above: The Golfer s Club Golf Store

IID Website Statistics for April

The IID had a total of 1083 unique visitors to the website during the

month of April 2009. The Top Twenty most viewed Member s web

pages for April were:

Gi Alston (80), Krysia Back (72), Mika Combe (67), Deborah Garth

(67), Lynne Blumberg (63), Sharon Nicolaci (62), Tanja Tomaz (61),

Karin Laing (58), Leigh-Anne Shillaw (57), Stephen Falcke (52),

Reney Otto (52), Alison Rhebock-Reynolds (49), Ame Gehle (48),

Virginia Garnham (46), Michele Basson (45), Deborah Witkin (45),

Laura Dolgner (46), Sharon Sager (41), Claudette Rosen (39) and

Carolyn Petersen (39) □

MEMBERS SHOWCASE

AREA

ALL MEMBERS ARE INVITED TO APPEAR IN

THE MEMBERS SHOWCASE AREA

PROFILING MEMBERS AND YOUR

COMPLETED PROJECTS AND/OR

ACHIEVEMENTS (OR ANY ITEMS OF

INTEREST YOU’D LIKE TO SHARE WITH

MEMBERS). IF YOU ARE INTERESTED

PLEASE CONTACT LAURA HAYWARD ON

011 465 9732 OR EMAIL

[email protected] □


What’s Happening in the Regions?

W ESTERN CAPE NEWS

Ecospecifier South Africa was launched on Tuesday

21st of April in Cape Town. The website comprises an

online database of more than 1000 life-cycle-assessed

ecological and health-preferable products, materials

and technologies for the built environment. The

seminar was attended mainly by architects and industry

leaders focused on green design awareness. The IID

was represented by John Autard of Autard de Bragard

Design, Dirk Durnez of Kubik and Tony Onwood of

Harlequin Paints. www.ecospecifier.co.za

John Autard gave a talk on the IID and the benefits of

membership at the Design, Construction and Interiors

Business Network breakfast meeting held at the Palms

Centre on Wednesday the 29th of April to a cross

section of the industry. The IID was represented by

John Autard of Autard de Bragard Design, Steven

Harris of Woodheads, Heidi Jager of Heidi Jager

Designs and Rhiannon Reid of the BHC School of

Design. The Business Networking breakfasts are held

on a monthly basis and are an excellent marketing and

networking opportunity □

Pictured above from left to right: David Cade of

Graphic Laminates, Dirk Durnez of Kubik and John

Autard - IID Western Cape Regional Head

Pictured above from left to right E back row: Odette

Uys, Wisty Raleigh, Donna Plater, Yolande Wieners &

Yolande Jacobs. Front row: Lianne van Niekerk, Dale

Dennis, Samantha Morrick & Jalayne Schmahl. Below:

Donna Plater, Stan Oshry, Jack Berichon & Dale

Dennis

KZN photos courtesy of Glenda Thompson from the

Ridge Magazine

KWAZULU NATAL NEWS

The KZN regional meeting on Thursday 16 April was

held at the Silk & Cotton Co�s new showroom in

Durban. Members enjoyed feedback from Donna Plater

on the IID s Group Tour to Maison&Objet in Paris in

January. Guest artists, Bron Stofberg and Tarynne

Lucas, showcased some of their paintings and

interesting creations □


NEWS & V I EWS

MBM will also be releasing the Medici fire bowl, featured below, which is

a novel way to heat any outdoor area on autumn or chilly winter nights.

The Medici Fire Bowls come in three varying sizes ranging from small,

medium and large and will be available from any of the national MBM

showrooms from July 2009.

MBM Presents New Puro Range

MBM (Münchener Boulevard Möbel s) Puro lounge and dinning collection

has just been launched in Europe and will be available through the eight

national MBM showrooms in South Africa from July 2009. The collection

also features a round lounger option. The Puro lounge aluminium frame is

accessorized by made to order cushions that can be made using local or

imported Italian fabric in a wide variety of colors to complement any

home.

Around the world, the MBM brand is known for its superior German

crafted outdoor furniture. However, the craftsmanship and material

construction are also totally suitable for indoor leisure use thus

blurring the boundaries between outdoor and indoor living areas.

MBM also has an experienced and dedicated maintenance team

committed to providing exceptional after sales service and product

support.

Left: Puro Lounge

Right: Puro Round Lounger

Above: Medici Fire Bowl

www.mbmafrica.co.za

For enquiries or to locate the store nearest to you call 021 461 3552 □


NEWS & V I EWS

JVB Furniture Collection

After much anticipation local designer Justin Van Breda has brought his JVB

Furniture Collection home to South Africa. After launching in London more than

seven years ago and following many design awards and industry accolades, the

JVB signature look and classic contemporary styling is now available from their

Johannesburg showroom at Fourways Junction.

Justin continues to harness the talents of local craftspeople by collaborating

with them on designs that are created exclusively for JVB. The launch of the

Johannesburg store coincided with Justin s first range of woven chenille and

linen fabrics called the Stonehaven Collection. He also drew on the talents of

local ceramicists Imiso and Lusiba to compile a collection of bowls and vases

using the same vibrant colour-ways as his fabric collection.

Whilst much larger than the London boutique, the Johannesburg store s

offering is still essentially boutique and all items within the JVB Furniture

Collection are available as stock items meaning no lead times. Future plans for

JVB include stores in all major local centres; in the meantime the collection is

available nationally through their reliable freight services.

The JVB Furniture Collection epitomises distinction and detailing uncommon in

contemporary design today and is complimented by the JVB Private Collection E

a range of one-off antique items sourced during Justin s travels around the globe.

A new sofa and coffee table collection called PSunday Sofa s1 as well as a silver

collection (including tea sets and cocktail ware) will be launching imminently

whilst the JVB PLittle People s Collection1 (a unique range of furniture and

furnishings exclusively for children) is also due to launch later this year. With a

client list that includes the likes of Sharon Stone and Madonna, JVB s design

journey has finally come full circle □

JVB, Dividend House, William Nicol Drive, Fourways Junction, 011 467 3406 www.j-v-b.com


NEWS & V I EWS

TO I L E W I TH A TW I S T

Known for their surreal and provactive textiles, toiles and wallpapers, the

Scottish Company, Timorous Beastie s (www.timorousbeasties.com)

collections are now available in South Africa from Black Fabrics

Black Fabrics, 9 Kramer Road, Johannesburg

Tel: 011 262 3130 www.blackfabrics.co.za □

TELEFAX: 021 447 7288

WWW.DESIGNSCHOOL.CO.ZA

BHC C E L EBRATES 25 T H ANN I VERSARY

TH I S Y EAR

In 1984 the BHC School of Design was established under the umbrella

of, and affiliated to, Boston House College. It was purchased in 1996 by

Heidi Jager and currently operates under the registered name of BHC

School of Design (Pty) Ltd. The institution has grown from offering a 1-

year certificate programme with 4 staff and 20 students in the 1980 s to

the thriving institution we know today. They now offer a 3-year programe

in Interior Design in addition to 6 short courses, have a staff compliment

of 14 and more than 300 registered learners per year. Congratulations to

BHC on reaching this milestone and here s to the next 25 years! □

COOL B EDS AND HAUTE DOGS A T

D ECOREX CAPE 2009

Congratulations to John Autard, of Autard de Bragard Design and our

IID Western Cape Regional Head, on being the runner up in the Decorex

Cool Beds and Haute Dogs competition held recently at Decorex Cape

Town E in conjunction with the SA Guide Dogs Association for the Blind.

The competition challenged decorators, designers and fabric houses to

create a super-chic dog bed that could be ultra luxurious or go green with

earth friendly recylced fabrics and products. John used an old car tyre

bolted together to form a base and had a bright yellow vinyl cushion

made to compliment the tyre. His entry was called 'Dog-Tyred' □

I ID CONTACT DETA I L S

PHYSICAL ADDRESS TEL: +27 11 465 9732

SUITE 24, FIRST FLOOR, DESIGN QUARTER, LESLIE AVE, FOURWAYS FAX: +27 11 465 9802

POSTAL ADDRESS

P.O. BOX 10642, FOURWAYS CROSSING CENTRE, 2055

GENERAL ENQUIRIES: MARKETING ENQUIRIES:

[email protected] [email protected]

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