Tent London will be the brand name for the new design exhibition from 100% Design founder Ian Rudge and 100% East founder Jimmy MacDonald.
Under the Tent London name, they will launch their first fair during London Design Festival this autumn. It will replace 100% East, which is being axed from the 100% Design portfolio, and will be independent of Reed Exhibitions, the organiser behind 100% Design.
The event will occupy the whole Old Truman Brewery site. Rudge and MacDonald quit 100% Design in November (DW 16 November).
100% Design is expected to announce the replacement for its former show designer Tim Pyne later this month and the company has also appointed Pentagram partner Angus Hyland to rebrand the event.