The role involves advising the exhibition’s organisers on strategy and industry trends and helping the team to ‘navigate an ever more globalised and complex design industry,’ says a 100% Design spokeswoman.
Humphryes will act as a ‘media ambassador’ for the show. She will also chair the 100% Design advisory board.
The new role means that 100% Design mirrors fellow Reed Exhibitions-owned show the London Book Fair, which is chaired by former Random House deputy chair Simon Master.
‘Reed Exhibitions recognises that the creative industries are particularly complex and nuanced and, as such, we have decided to take this course of action with both brands,’ says the spokeswoman.