Tent London restructures under new London Design Fair brand

London Design Fair branding introduced as umbrella to Tent London and Super Brands London as this year’s design programme is revealed.

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Design Events Tent London and Super Brands are restructuring under the new banner brand London Design Fair.

The Tent London design trade fair is a partner of the London Design Festival and runs concurrently with it.

Tent London began in 2006 before the introduction of Super Brands London, which spotlights the work of global design brands. More recently country-specific pavilions have been created including 100% Norway and a section run by the Design and Crafts Council of Ireland.

Drawing inspiration from Europe

Tent London founder and director Jimmy Macdonald says: “For our new name we decided on the London Design ‘Fair’, in part drawing inspiration from Europe, a region where we carry out a great deal of business and where ‘Fair’ is a familiar term.

“With the addition of a third floor space at the Old Truman Brewery, we will be hosting further group shows, country showcases and themed exhibitions, affording these key facets even greater visibility.”

Macdonald says that the core strategy of the whole event is championing new designers, attracting global brands and showcasing countries by bringing designers and brands together with buyers, agents and media.

Ultimately all of the events and sub-events are geared to introducing new products to the UK market.

New this year

British designers Max Lamb, Sebastian Cox, Lucy Kurrein and Giles Miller are working with four Italian manufacturers, based in Trentino, Italy, to create a collection which will be shown at the fair.

An India guest country pavilion, The This is India pavilion, will be co-curated by London Design Fair and Spandana Gopal, founder of London-based studio and accessories brand Tiipoi. The exhibition will be designed by Kangan Arora, a London-based design studio.

A British Craft Pavilion is being created. Work by 25 makers will be on display in a retail store, a and there will also be an installation commissioned by the Crafts Council.

A new third floor space at the Truman Brewery is being developed around colour and trends.

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