Designs For Life | 100% Design

This year’s new-look 100% Design show at Earls Court drew record crowds, and a strong Clerkenwell contingent…

100% Design has always been considered the major destination of the London Design Festival, but in September 2012 it became the biggest design trade event in the UK with over 25,000 visitors (ABC pending). The show is now run by Media 10 (the company behind Clerkenwell Design Week and The Clerkenwell Post), and has a fresh layout. Huge crowds flocked to Earls Court to see high quality brands and features, alongside some of design’s most notable names.

It was also a busy four days at 100% Design for some of Clerkenwell’s most distinguished showrooms. The iconic collections from Vitra were impossible to miss in the 100% Interiors area and in 100% Office, visitors engaged with some of Boss Design’s and Kinnarps’ stylish office furniture.

MD of Vitra, Tony Ash says: “Vitra were very pleased with the reaction to our stand at 100% Design. We have definitely met new and exciting interior design contacts as a result.”

The Auditorium, designed by Paul Cocksedge, enclosed the packed crowds in an intricate web of thin wires. This delicate structure played host to talks from leading names such as Yves Behar and Michael Young to debate the future of design, which proved hugely popular.

“100% Design exuded elegance and I was delighted to find that it was very useful too. I have already presented to clients a number of products that I discovered at the show,” says leading designer and architect Dan Hopwood, who found time to explore the exhibition in its entirety, as well as appear in the show’s star-studded seminar programme.


Knoll International’s Bloggers Lounge was also a hit. International bloggers from Design Milk, We Heart and Dezeen made constant use of the space over the four days, sharing their finds with like-minded design lovers.

Justin Pratt, Manager of Knoll Studio UK, ascribed the show’s success to the wealth of design talent that exists within this country: “The UK produces some of the best designers in the world and is home to the most creative of the creatives. Now, at last, we have an exhibition of which does them justice.”

100% Design was a first for another of Clerkenwell’s notable establishments – the award-winning restaurant North Road. The St John’s Street favourite became the first Michelin star restaurant featured at any design event in the UK. A hub of activity throughout the four days, the restaurant proved a great success as visitors were offered a sophisticated space to experience Michelin-star dining.

100%’s EC1 connection was also in evidence at Clerkenwell Design Week’s stand, which drew crowds for its new-look campaign – a paper model of Clerkenwell with miniatures of products placed around the set to look like giants in the city. With over 22,000 people already registered for Clerkenwell Design Week 2013 and plans underway for next year’s 100% Design, it’s shaping up to be another great year for our creative city.