The branding uses products such as Thomas Heatherwick’s Spun Stool and the Cullen Dish Wall light to form kaleidoscopes that represent zones of the show, such as Workplace and Eco.
Thomas Matthews worked on the design of last year’s show, and collaborated with Form to create that year’s ‘creative balance’ campaign.
This year’s branding is based on the idea of ‘serendipity and chance’, according to Thomas Matthews creative director Alexie Sommer.
She says, ‘We wanted to go down a creative route that would have the idea of constant change. We developed lots of ideas, but this is the one that really captured the imagination.’
Sommer adds, ‘The pieces are quite intriguing – you can look at it for some time before you realise it’s a particular product or light.’
Thomas Matthews is also working on show design for this year’s 100% Design, which takes place in September.
Sommer says this will involve commissioning different designers for different areas of the show, as well as working on an exhibition to mark 20 years of 100% Design, which will feature a Story Lounge looking at the history of the show.