100% Design marks 20th year with kaleidoscopic campaign

Show 100% Design is marking its 20th edition this year, with kaleidoscopic branding created by Thomas Matthews.

100% Design campaign
100% Design campaign

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.

Kaleidoscope made from Eco-friendly outdoor furniture by Isodore, designed by Didier Codron and Jacques-Alexandre Habif
Kaleidoscope made from Eco-friendly outdoor furniture by Isodore, designed by Didier Codron and Jacques-Alexandre Habif

Kaleidoscope made from Cullen dish wall light designed and manufactured by Mullan Lighting
Kaleidoscope made from Cullen dish wall light designed and manufactured by Mullan Lighting

Kaleidoscope made from Red Spun Stool by Thomas Heatherwick, and double wingback chair by James Harrison design UK
Kaleidoscope made from Red Spun Stool by Thomas Heatherwick, and double wingback chair by James Harrison design UK

Kaleidoscope made from Creek armchair designed by Sandro Lopez and produced by Sergio Studer
Kaleidoscope made from Creek armchair designed by Sandro Lopez and produced by Sergio Studer

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