At a preview presentation to press and exhibitors, 100% Design unveiled the content and creative concepts which will define the event in September.
This year’s visual concept and show theme – Creative Balance – will provide the exhibition’s visual identity, and an exploration of creative process and its value in the commercial world. Conceived by specialist communications design agency Thomas.Matthews, the marketing campaign was devised by branding and graphics agency Form.
Creative Balance will underpin the show’s award-winning layout layout, content and commissions. Following last year’s success, the curation of the show will again focus on four industry sectors, each arranged around a central hub – Interiors, Office, Kitchen & Bathroom, Eco Design & Build – creating clear navigation for visitors. The hubs will feature the work of leaders across the design community, with space to meet, learn and be inspired.
The Central Bar at the heart of the show is reached through a 66m-long tunnel, designed by creative and live events specialist Studio Design UK.
This year, the Interiors hub will explore the growing emphasis on 3D printing as an accessible method of production. A new global competition, staged with creative collaboration agency Talenthouse, will see selected pieces produced before and during the show within a specially-designed interior. Issues of sustainability, quality and the empowerment of individual makers will be demonstrated and debated live. The expanded Interiors section will also house a newly-established marketplace for interiors accessories.
The Office hub will be created by design practice Tilt, presenting the dramatic Hanging Room concept, in which suspended room elements can be lowered and raised to continually change the hub’s function. The practice is at the forefront of codesign, which integrates end users into the design process to create spaces uniquely tailored for the communities using them.
The Kitchen & Bathroom hub will incorporate the show’s restaurant, serving specially-chosen seasonal foods that can be grown domestically. The space will explore design’s role in enabling micro agriculture, demonstrating the opportunities in local and individual food production. A separate installation will present the latest technology, trends and concepts in the bathroom industry.
The Eco, Design and Build hub will be produced by London-based materials resource studio Material Lab. The ever-changing installation will inspire interaction with some of the world’s most innovative building and architectural materials.
100% Design has expanded its international pavilions, taking 3000sqm of space within Earls Court 1. Design regions from France, Italy, Portugal, Argentina, South Korea, Taiwan and China have already been confirmed. This section’s hub will be informed by London’s long-standing status as a global meeting point for innovative and talent across the creative industries.
A new feature at 100% Design 2013 will be the Gateway exhibition, providing opportunities for early-career designers to be recognised at the show. Working with some of the UK’s leading design organisations, Gateway links the two Earls Court spaces. Initiatives include Delight in Light with the Lighting Industry Association, Future Pioneers with the Design Council, and a display of recent Royal College of Art graduates. Gateway also highlights established British excellence through Design Guild Mark, alongside special exhibits from leading UK architectural institutions.
Along the show’s central boulevards, Emerging Brands will provide a platform for design companies that have been in operation for five years or less, displaying new products and ideas for interior and product design.
British designer Benjamin Hubert will create the 2013 auditorium, providing a dramatic backdrop to Talks With 100% Design, the UK’s largest design talks programme. Confirmed speakers include Tom Dyckhoff, chairing a panel debate on UK architecture, and a session from New London Architecture with Peter Murray. Giulio Cappellini will headline Thursday’s programme, with subsequent sessions being staged with the RSA, Frame Magazine and The British Council. The seminar schedule will focus on a key topic on each day of the show, with Wednesday focusing on architecture, Thursday exploring issues of material and sustainability, Friday presenting the latest trends for interior design, and Saturday finishing with a series of consumer-facing seminars.
Across the show, specialist events will provide detailed and professionally-accredited CPD modules for architecture and interior design in each of the hubs.