100% Design becomes social hub

This year’s 100% Design London is set to be a more social experience, according to exhibition director Peter Massey.

Massey says that creative director Tom Dixon, who was appointed in February this year, has designed the exhibition space around the concept of a city square, where designers, contractors and architects can network, do business and socialise.

The main 100% Design space, plus the space for sister events 100% Light, 100% Detail and the inaugural 100% Futures, a launch pad for emerging design talent, will together take up both the Earls Court exhibition centres.

An auditorium at the centre of the exhibition space, and with capacity for up to 200 visitors, will host a series of seminars and lectures.

Other new features working to create a more social experience include a bar and a cinema, as well as a VIP green room, that will be designed by Dixon in collaboration with Russell Sage.

‘Content hubs’ dotted around the sub events – like 100% Light – will provide workshop space for up to 40 people.

Issues including sustainability and use of materials – 100% Sustainable and 100% Materials Kitchen – will feature as themes of some of the content hubs.

Among UK designers, those launching new products at the show will include David Chipperfield, Simon Pengelly, BarberOsgerby, Pottinger and Cole, Lizzie Allen and Susan Bradley.

Furniture and home accessories designer Matthew Hilton will launch his eponymous new company with a debut collection.

100% Futures, which replaces 100% East, will see 50 budding designers making their debut. Of these, Italian designer Alessandro Coschiavo and the UK’s Stuart Melrose have been confirmed as exhibitors.

A selection panel, including Gareth Williams of the Victoria & Albert Museum and Max Fraser and chaired by Hilton, will evaluate prospective exhibitors for 100% Futures throughout July.

‘We aim to have the same high standard that 100% Design is known for,’ says Massey.

The show will also host five international pavilions, including Danish and French stands.

Designer Nina Tolstrup will curate exhibits showing in the Danish pavilion.

The event runs from 20-23 September.

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