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Design Diary Date: A Sneak Preview of 100% Design 2017


Words Sabrina Nunez

As the London Design Festival takes over the capital, its cornerstone event 100% Design will take place from 20-23 September, returning to its home at Olympia London. The UK’s largest trade show will mark its 23rd year, bringing together architects and designers to its impressive venue, an architectural masterpiece in its own right with floodlit rooms ideal for the event.

Leading design journalist Max Fraser has been working on the show as the content editor. This year’s theme is Elements, which will be translated across the festival’s installations, features, show design and talks programmes. The theme will explore the basis of design, from materials to the stories behind each product through the process of development.The event will host hundreds of exhibitors, from architects, designers, specifiers, retailers and developers, and welcome over 27,000 visitors. Two major events taking place are Dealer Day, a professional programme of networking, seminars and talks for this influential design community, and Talks With 100% Design. The talks will explore contemporary trends and the future of design. The event will be split up into five distinct sections: interiors, workplace, kitchens & bathrooms, design & build and emerging brands.


The longest running section at 100% Design is back, heavily featuring mid-century and Art Deco-inspired designs. Brand Bow and Arrow will launch Olinda, a new collection of armchairs, sofas and furniture, while Mullan Lighting will premiere a new range of lights for hotels at the show. Cuir Inde is celebrating the European launch of Madheke at the show, Poppy Westwell is bringing velvet cushions, and WIS London is showcasing exclusive handcrafted wood materials. Quence, Jack Badger, Lindsay Taylor, Ian Parker Furniture, James UK and Design London are more names to look out for.


This section is dedicated to office spaces, a market where interest in design is growing. Further, companies are relying on new designs to improve both productivity and the experience of the workplace itself. To demonstrate the functionality of these pieces, the area will host the Arper Bloggers Lounge for the second time. The lounge will be available to digital press looking to do work, hold meetings and re-charge. The Workplace station covers desking, seating, electronic innovations, acoustic panels, storage systems, lighting and flooring. Featured brands include Alki, Kinnarps, Framery, Okamura and Lintex among others.

Kitchens & Bathrooms

This section brings together high-end manufacturers and exhibitors responding to the demand from the hospitality and interior design trade, demonstrating quality innovation across components, materials, equipment and effective use of space. New launches come from Pietraelite, who will be launching a new mechanical fixing system for ventilated facades and French-based Concrete LCDA recognised for its innovations in concrete for interior architecture. Esthec Terrace will launch a 100% recyclable and sustainable terrace system at the show.

Design & Build

With a materials showcase, surface innovations, technology and home atomation, this section is the largest at the show. Debuting at 100% Design is Timbertherm, Interwall Flooring Ltd and VIMAR SPA. Expect to see Sky-Frame, the world’s leading sliding window system manufacturer, rain-screen cladding manufacturer Domus Facades, Ermetika srl, Grestec Tiles and Mobilane UK, who will show their ranges of living walls

Emerging Brands

A celebration of the latest ideas, this section reflects 100% Design’s ethos to launch new talent, having previously done so with Ella Doran, Tom Dixon and Barber Osgerby. Exhibitors this year include newcomers Oddot and Grace & Thorn LTD. Expect to see TMI Laura Itkonen, Elizabeth James, Thirty Line Design, Mash.T Design Studio, Citradi, Mairi Helena and Alguacil & Perkoff LTD.

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