About 3D Deco
Our story so far...
3D Deco was birthed in 2000 when Alosha Lynov began supplying UV décor to the clubbing and dance community of South Africa. In 2004 3D Deco shifted towards providing stretch decor to corporate events and opulent occasions.
3D Deco’s primary focus is exclusive events, launches, gala-dinners and cocktail parties for Fortune 500 companies around the world.
In 2014 Alosha Lynov (CEO, Visionary and Inventor of 3D Deco) studied 3D computation design (CNC and 3D printers). This enables 3D Deco to keep up with world-wide technology standards and incorporate computer-aided design into our art-forms and ceiling-scapes. Bio-Spira multi-layered design, is a result of technology and fabric coming together.
In 2016 Alosha studied Bio-Geometry which will allow our sculptures to deter electromagnetic radiation and harmonise the energy of the spaces we decorate.
3D specializes in StretchTension Fabric event space transformations as well as fluid art-forms for interior, retail and exhibitions.
3D Deco’s products interact with intelligent lighting and sunlight, casting intricate shadows on venue surfaces.
3D Deco’s professional service,“off the wall” creativity and artistic attention to detail are created by our dedicated team who are passionate about Curvilinear Art-form Design.
With 16 years of experience, the 3D Deco stretch products have been refined to live up to your expectations.
3D Deco is an eco friendly company passionate about practical self sustainability of food, water, shelter and waste.
I was born in Uzbekistan, USSR. I relocated to Johannesburg, South Africa in 1995. My real name is Alexai however my family calls me Alosha.
I have always been interested in shapes and colour. From a young age I spent many hours building models, from buildings to abstract structures. On leaving school I studied creative brand communications at VEGA.
In 2000 I was inspired by UV decor I saw at an event. I went home and began creating my own décor designs. Being a student I had a limited budget so my materials started off with toothpicks and polystyrene balls. Party venues loved my creations. It did not take long before I was introduced to the corporate world. Now, 16 years later, I have a team of twenty and we are servicing clients throughout Africa and Dubai. While the business has grown my passion still lies with pencil and paper and I thrive on creating artworks that will one day adorn an event, exhibition space, theatre or office.
Another love of mine is eco-living. I studied eco-building under Michael Reynolds in USA, as well as sandbags housing, at the Cal Earth Centre in USA, and Permaculture (food forest creation and sustainable living ) under Jeff Lawton from Australia. I intend to use this knowledge to create a food growing machine and an eco village.
I currently live in Johannesburg, South Africa, with my wife, son and our three dogs.
To read more about Alosha Lynov, in the Fin24 article, click here
How and when did you become an entrepreneur?
When my dad decided to stop giving me pocket money at the age of 14. I started buying Chinese speakers and selling them on junk mail at R500 profit. I learnt a lot from this experience, so starting my own company selling my own designs and creations was far more rewarding.
What made you decide to do that?
Lack of cash and the need to have my own pocket money which I never got from my parents. Wise words from Dr John Demartini, human behaviour specialist, “ if you want you child to be entrepreneur kick their ass, and if you want them to work for other people kiss their ass”.
What was the gap you saw in the market?
The need for liquid and organic shapes inside venues. Rooms are too square and we are round. Decor needed to compliment, and add to an event as opposed to being a background item to fill space.
What is your company name and when did you start it and what does it do?
My company name is 3D Deco and here is our vision:
Awe inspiring Visual Wonder©
3D Deco delivers curvilinear awe inspiring event and exhibition décor.
Our creative and fluid event space transformations utilise tension fabric in wall & ceiling coverage , dynamic branding and 3D FX Mobiles. All our products refract intelligent lighting and sunlight, casting multidimensional shadows.
3D Deco’s new range of artworks employ Bio – Geometry, energy of shape, to lift and dissipate electro magnetic radiation.
3D Deco’s use of aromatherapy oils adds to a memorable, healing and holistic experience for the guests.
What success have you had in the company so far?
Within my first year of business I was asked to decorate the Coca Cola Dome in Northriding, Jhb. I was incredibly nervous but we did it. I have an amazing team whom I have personally trained. From there things flourished. I was pulling in clients such as Nedbank, MTN, Samsung and more. Currently I am growing the business to become a world wide franchise.
What are the challenges?
Event decor is the first item to be scrapped when in comes to events so with the economic slowdown … decor has been reduced affecting all those in this business.
How do you handle challenges?
I look for benefits.
The benefit of having less on site jobs is that I have been able to spend time developing my eco billion dollar concepts as well as bringing in new concepts into 3D Deco. Such as the development of adding the sense of fragrance to our product experience by sprinkling it with light aromatherapy oils. There are various options for clients to choose from and this has been well received in the market place. It has been proven that the more senses that are affected during an experience, the more memorable it will be. That’s what we want for our clients, an added value to their brand, not just a pretty background.
How did/do you fund your business?
14 years ago when I started with 60 toothpicks and a polystyrene ball to decorate clubs, I borrowed R4000 for a trailer from my dad. Back then I was still staying with my parents and my business operated from their garage. The first trance party I decorated I earned R100, I used this to buy a whole car full of hobos and spiky balls, which allowed me to make more décor and make more cash. From that it grew very quickly. I had seen a gap in the market and went for it.
What lessons did you learn?
Budgeting. I never saved. I used my profits to attend international workshops as well as to put what I had learned into practice back home, for example building my own house on our land in Gouna, Knysna. While this was all a great investment, looking back I would have rather saved first and attended the workshops later, on the interest earned.
I also took on the challenge of the banks. They do not loan money in other ordinary sense of the word. They use peoples signatures on loan to create the money out of thin air on world markets. To do that they have to trade your original agreement. I asked Nedbank for it and they did not have it for 3 years. Thus I stopped paying my bond . After 3 years they called me in and presented the agreement. Subsequently I was presented with a bill of R450.000 of compounded interest. At first I was devastated, then I did my value determination with John Demartini as well as his course The Break Through Experience (highly recommended) and realised that fighting the banks was not on my list. I see myself as a ‘Leonardo Da Vinci’ style of inventor who wants to be of service to humanity with my deco and eco products. So I agreed to pay the amount off in seven months, tough going but I did it. I have since realised that we are all part of the divine equation, banks and corporates included.
Now I am finally starting to save. My goal is to have 3 months spenditure in savings by the end of the year. I have realised the the sky is not going to fall in and the dollar is not going to pop. And if it does, well so be it. I will not live my life in fear of the end of days. Our planet is a splendid place as much as it as a harsh one, everything is in balance.
What advice would you have for other entrepreneurs?
Have a vision – write a short paragraph of exactly what is it you offer or would like to offer to people. Do a value determination on John Demartini’s website. It is free and most valuable piece of advice. I urge business owners to attend John Demartini’s Business seminar and Financial Planning course which I only did after running my company for 13 years.
I had a dream 14 years ago of doing something different in event decor and I did it. If your dream is strong enough you can achieve anything.
Put South Africa and Africa in context as far as your business and opportunities for entrepreneurs are concerned?
Every single crisis whether environmental, industrial, medical, financial or even personal, is a massive opportunity to develop products, services or ideas to solve them and make money
What are your future plans?
Develop my billion dollar ideas into reality. Some of these are:
Food growing machine
Truly eco property development with food forest , wetlands and all the eco systems in place
Creating conscious living training centre hubs all over Africa.
Practice self mastery for this will determine the outcome of your business and your financial balance
I am a master teacher, designer and inventor By day I nurture my business 3D Deco as well as food forest & dome shelters and by night I create and invent. My passion is sustainable living and natural architecture. I am inspired by nature, meditation and geometrical art. I have attended the following courses: Cob Building in Johannesburg (JHB) – 2007, Flying Concrete in Mexico – 2008,Permaculture in JHB – 2008. Grow Biointensive in JHB – 2009, Sandbag building in USA 2012, Earthship Construction 2012. Rhino 3D Modelling software in 2014.
I have also constructed a living wetland as well as a kinder garden in Garden Route (Crags) and build a few sandbag domes on my land in Knysna…
My work is to inspire people to live a more holistic life and to care for our planet.
My vision is to create planetary abundance by promoting ecological literacy and the dissemination of vital eco-technologies around the world. My ethos with all my designs is to treat waste nutrients and garbage as assets, harness natural energies and support the inhabitant with organic food, fish, fresh water, spacial comfort, well being and affordable off the grid livelihood.