South Africa - The ADJ Lighting Roadshow toured Johannesburg, Cape Town, and Durban in July, and was hosted by DWR Distribution. The event provided a comprehensive and hands-on demonstration of ADJ’s latest lighting innovations.
Led by ADJ’s Jos Reulen and Rob Lang, the showcase highlighted the performance, design, and value of ADJ’s product range. The response from lighting designers, rental companies, technicians, and students was “overwhelmingly positive”.
“The DWR team, with special mention of Jaques Pretorius, really put the fixtures through their paces and Jos and Rob were very impressed, saying they had never seen such attention to detail from a distributor,” said Kevin Stannett, ADJ brand manager at DWR. “The demo rooms looked outstanding.
“In Cape Town, Johnny Scholtz completely cleared out his demo space to eliminate distractions. One visitor brought a light meter to compare performance data and confirmed that the fixtures exceeded expectations - showing higher CRI and more lumens than expected. The level of engagement was exceptional, and both Johnny and Juan Jansen van Vuuren went to great lengths to ensure a professional presentation.”
He continued: “In Durban, we made use of an external venue, The Vineyard Church. The setup was completed the evening before, and while attendance was smaller, the discussions were meaningful and the interest was strong. Thanks also to Michael Taylor-Broderick and Nick Barnes for your assistance.”
According to Duncan Riley of DWR Distribution, ADJ has a clear place in the local market. “We don’t see ADJ as a low-end brand. It represents great quality at an affordable price point, allowing clients to achieve a faster return on investment. With DWR’s technical support and service backing the range, customers can have full confidence in their purchase. Our partnership with ADJ has been exceptional - their team is supportive, and the response from the South African market has been outstanding. ADJ has been around since 1985, and we are proud to officially launch it here.”
For ADJ, expanding its footprint in South Africa marks an important milestone. “I’ve been with ADJ for 23 years and truly believe DWR is the right partner for this market,” said Jos. “When Duncan tested our products, he immediately recognised their potential locally.”
During the roadshow, Rob introduced the Hydro Flex L19, part of ADJ’s IP-rated Hydro Series of moving heads. “It features 19 powerful 60W RGB LEDs, delivers over 50,000 lumens, and includes a 6°-56° zoom range. Despite its IP65-rated aluminium housing, it remains bright, responsive, and extremely reliable,” he said.