Having “come-of-age” the previous year, the seventh Design Indaba in 2004 saw the event “grow up”. Relocating to the plush surrounds of Cape Town's International Conference Centre, it was clear to any observer that the event had come a long way.

Nonetheless, it was time for further expansion and, in association with the Department of Trade and Industry, the first Design Indaba Expo was inaugurated. Showcasing South African fashion, film, digital media, architecture, décor, graphics, advertising and publishing, the expo sought to bring together the finest South African designers and most influential international buyers, thereby encouraging the export of South African creative product. The impact on the local market would be quantifiable.

Further, the expo also sought to create discerning local consumers by exposing them to the principles and products of good design. By raising the standards of local consumers, the demand for innovative and excellent South African creative product would increase.