100 % DESIGN LONDON

Design is everything

Each year, at the end of September, the 100% Design London trade fair presents a very inspiring selection of exhibitors and products dedicated to first-class, innovative design. The trade fair is one of the world’s leading exhibitions of contemporary modern design for interior fittings and furnishings. In 2010, it will again be held in London’s Earls Court from 23 – 26 September.

100 % Design - chair red brick

100% Design is dedicated to presenting innovative, exciting designs across all product categories of interior fittings and furnishings. There are accordingly wallpapers, taps, flooring, curtains, seating furniture, crockery and many other products with exciting designs. On the other hand, there is no emphasis on giving a representative illustration of the product groups’ markets in order to offer purchasers a comprehensive purchasing platform. The trade fair is therefore less suitable for working through seasonal purchases, but more for getting to know product design that is marketable yet ultra-modern. As a matter of fact, some products are still very young and have barely emerged from the prototype- or new design status. In this context, it is also note worthy that 100% Design is a successful union of established suppliers (in the 100% Design area) and young designers (in the 100% Future area). The youthful element is further strengthened by the young designer event “Designers Block”, which takes place in Earls Court at the same time and can be reached by going through 100% Design.

100 % Design

The exhibitors of 100% Design London are chosen according to design criteria so as to meet the high design standards of the exhibition. In 2009 there were 410 approved exhibitors.

The event is thus not so much a purchasing platform, but rather a forum for inspiration. It provides design ideas for objects and products. For this reason, architects, designers and developers are the most important visitor groups. According to organiser Reed Exhibitions, wholesale and retail visitors constitute only 14% of the total number of visitors. The design professions and developers made up 72%. The event is thus also frequently classified as relevant for the contract business, and there are numerous useful suggestions for the private residential market as well. Accordingly, both architects and designers from renowned English enterprises such as Harbour and Partners or Conran were seen at the trade fair, as well as purchasers from reputable retail stores including Habitat and Selfridges. For 2009, the official total number of trade visitors was just under 25,000. The last day of the trade fair is Sunday, when it is also open to private visitors.

Base: Living XL Special Edition 1/2010

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100% Design London in a nutshell