The company has a space for activities, events and participation of big-name professionals
Dexco occupied six blocks of the 22nd edition of Expo Revestir with the aim of promoting the strength of synergy between its product brands for the market.
With an investment of R$14 million, the company invested in live marketing to offer an ecosystem of experiences to fair visitors.
The space was characterized by curves and waves to convey movement and continuity, in addition to relating to the company’s purpose, “Solutions for better living”.
Cidade Dexco comes to materialize all seven brands together physically and to find combined solutions in a fluid and natural way. Maintaining the uniqueness of each brand, we present an environment that establishes us as a house of brands, said Marina Crocomo, Director of Marketing and Design at Dexco.
Experiences
For the event that starts this Tuesday (19), the company has prepared a program of activations, events and participation of important names in the market to participate in talks in the DEXperience arena.
The space will feature the presence of fashion entrepreneur, Traudi Guida; the renowned architect, Marcelo Salum; Andra Bisker, from Spark:off; architect Ricardo Bello Dias; Lucila Zahran, from Casa de Valentina; the architect Melina Romano, among many others.
This year, we made progress in how we extrapolate and connect the public with what happens at the fair, generating complementary content with live transmission that can be accessed post-event, on digital platforms, explained Fabiana Melo, Branding, Communication manager and Dexco CRM.
Dexco will also launch a new cross-brand compositing tool through a compositing system, DEXmood. The novelty will be presented at Viver Ambientes square, which will be in the center of Dexco City.
In physical version and application, the tool arrives to support consumers and professionals who seek a practical approach to the conception and conduct of architectural projects, to harmonize the solutions of the Dexco brands in the best possible way.
We deconstructed it and decided to bring something very relevant and constructive. We are providing guidelines and the path so that people can make combinations based on what we believe and create with our brands. And all of this, always with the consumer’s perspective at the center, increasingly advancing on this journey, said Marcele Brunel, head of Dexco’s Design Office.
The company will also present Dexco’s ESG strategy, for the first time, at the fair this year.
To complete the ecosystem of experiences, the brands Deca and Portinari join Pinterest to reinforce 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 decorating their environments with Portinari coverings, commented Fabiana.
Dexco City will be Pinterest’s official location at the fair, identified with a large pin and there will also be a talk in the DEXperience arena that will explore the trend.
