100% Design welcomed over 27,000 visitors last week (ABC pending). The four-day exhibition boasted an increase of over 7.5% compared to 2012. Since the show’s acquisition in 2011, new owner Media Ten has increased footfall by 33%.
The positive response to the new 100% Design has been attributed to the show’s commitment to creativity and quality, alongside a renewed focus brought about by the exhibition’s division into easily-navigable industry sectors with a prominent conceptual installation at the centre of each hall. This year, the show expanded into both Earls Court 1 and 2, totalling 20,000 sqm and welcoming notable international brands Vitra, Knoll, Gaggenau, Dornbracht, Espasso, Natuzzi, Amtico, DuPont Corian, and Samsung with Zaha Hadid Architects.
Giulio Cappellini, founder and creative director of iconic Italian design company Cappellini, comments: “I am always looking to find new ideas, and I think 100% Design is one of the most interesting and important places to be. And I have to tell you that, in the last few years, London - thanks to 100% Design - is becoming one of the focal points of design.”
First-time exhibitor, Carlos Junqueira, owner and CEO of Brazilian premium furniture brand Espasso, adds: “The UK is an emerging market for us, so the high footfall at 100% Design was a key factor in attracting us to the show. In four days, we generated over 300 strong business leads and they are already converting into orders.”
The 2013 exhibition was opened by chairman and founder of the London Design Festival, Sir John Sorrell, and Ed Vaizey MP, Minister for Culture, Communications and Creative Industries. In his opening remarks, Ed Vaizey confirmed the importance of the design industry and its £18bn annual contribution to the UK economy. After speaking, Sir John and Mr Vaizey took a tour of the show, where they met exhibitors and were scanned by a 3D printer to create scale replicas.
Long-established as the commercial cornerstone of the London Design Festival, 100% Design has strengthened its commitment to serving the design community, with initiatives to incubate and protect originality. The Emerging Brands section again provided a more accessible opportunity for companies in their first five years to generate business and profile, while the new Gateway exhibition gave a reflective and experimental area for pre-market designers, this year in collaboration with Central St Martins, !Design Council, Lighting Industry Association and The RSA.
Mike Weatherly MP, newly appointed as the Prime Minister’s Intellectual Property advisor, attended the show to support the Creative Barcode initiative at 100% Design, which has already been lauded by key European law firms as the future of safeguarding original design.
The Talks with 100% Design seminar programme was opened by Lord Richard Rogers. The celebrated British architect reflected on modern architecture in the context of his 50-year career. Then followed a series of over 30 talks and seminars, including international talent scout
and design pioneer Giulio Cappellini exploring the process of creativity, Ted Baker CEO Ray Kelvin revealed the story behind one of the UK’s most celebrated retail brands, and Sean Carney, chief design officer at Philips, giving insight into people-focused design.
Benjamin Hubert was commissioned to design a 200 sqm auditorium to house Talks With 100% Design. He has designed three recyclable injection-moulded polypropylene modules which, when assembled en masse, create a hanging structure entitled Amass. Over 40,000 of the modular elements were used to create an iconic space, accommodating an audience without excluding passers-by. The modular format of the product enables the same components to be re-assembled in any context or space, and there was a live tear-down at the end of the show, with visitors taking away a piece of Amass for themselves.
The show’s expanded international pavilions showcased design regions from Argentina, Australia, China, France, Germany, Italy, Korea, Portugal, Russia, Slovenia, South Africa, Taiwan and Turkey. The pavilions provided a unique opportunity to meet in dynamic design spaces. Paper Space – the pavilions’ central hub - was created by London practices Studio Glowacka and Maria Fulford Architects, joined by Chockabloc by Turkishceramics - the longest bar ever staged at a UK exhibition – and Worldscape by Atmos Studio, a vast dining landscape seating 80 people in the geography of the globe. Partnerships with UK Trade & Investment and Enterprise Europe Network gave UK exhibitors the opportunity to meet with overseas commercial officers and advisors, opening channels to new markets, whilst guiding overseas businesses to UK contractors.
The 100% Design Takeaway – a one-day design sale in aid of MacMillan Cancer Support – offered visitors 80% or more off the RRP of classic design products, with participating brands including Young & Norgate, Very Good and Proper, Steuart Padwick, Natuzzi Italia, and Niche London. The sale took place during 100% Design’s Consumer Day, when members of the public were welcomed to the show on its final day for a series of special events and seminars. The sale raised £7000 in a matter of hours which, combined with ongoing activities by 100% Design organiser Media Ten, totals £30,000 donated to MacMillan this month.
