Ten years in the retail, interior design and marketing industries has put Cape Town’s Dylan Thomaz in a unique position to merge the world of art and retail, creating a commercially viable alternative for both artists and consumers.
Following his passion onto Cape Town’s dynamic art scene, he established Studio Dylan Thomaz in 2015 with a focus on three elements; the gallery, interior design and happiness, because, in the words of Thomaz "it all boils down to happiness".
“When I left the retail industry, I really wanted to find a way to give back to people who don’t always have access to art,” explained Thomaz. “Where an artist might be able to sell a piece of work for between R10 000 and R20 000, not everybody can afford this.”
He applied the ‘good, better, best’ retail approach to this problem, in a well-thought attempt to diversify the products created by artists, allowing them to break into other markets on a more extensive economical scale.
“The ‘best’ artwork is then priced at, maybe, R20 000 or more; the ‘better’ is R10 000 to R20 000 while the ‘good’ is a limited range of pieces, retailing at R1 000 each,” he explained. “This could be items such as throw cushions, textiles, curtains or wallpaper which our studio will help curate. These are then showcased at our gallery, fusing the ‘interior design’ element as well.”
While providing affordable options for the customer, Studio Dylan Thomaz is also promoting unknown artists on a usable platform. By channelling his marketing knowledge, Thomaz is creating a brand for emerging artists, unlocking commercial appeal while maintaining their creative essence that differentiates them others in the field.
“When people want to redecorate their homes, they tend to change the textiles, getting new curtains, throw cushions and bedding,” he explained. “This is where we make the transition into accessible artwork.”
Bringing the process full cycle, Thomaz and his team also incorporate these creations into the interior design branch of the business, further extending the brand awareness while simultaneously giving customers something fresh and new.
This seamlessly connects into the ‘happiness’ branch of Studio Dylan Thomaz which encompasses the hospitality side, and herein lies the real genius that makes Thomaz such a sought-after name. For the past two years, Studio Dylan Thomaz has been re-decorating holiday homes in the Western Cape, incorporating the emerging artists’ brands and then managing the short-term letting for Airbnb.
Dylan Thomaz will feature at this year’s Decorex Cape Town Designer Spotlight installation, where he and his team will craft an incredible living room and dining space merging old and new worlds. Visit this and other exciting new features at Decorex Cape Town, taking place at the Cape Town International Conference Centre from 27 to 30 April.
Decorex SA details:
Decorex Cape Town: 27 – 30 April 2017
Time: 10am – 6pm daily
Ticket prices: Adults: R95, Pensioners: R85, Children under 12: R20
Venue: Cape Town International Conference Centre
Decorex Johannesburg: 9 – 13 August 2017
Time: 10am – 6pm daily
Ticket prices: Adults: R120, Pensioners: R100, Children under 12: R20
Venue: Gallagher Convention Centre