100% Design reduces size of footprint

London Design Festival lynchpin 100% Design is reducing its footprint at Earls Court exhibition centre, partly as a result of the recession.

Architectural segment 100% Detail will now be incorporated into the 100% Materials section, allowing the exhibition to retreat from Earls Court One, filling only the main hall, Earls Court Two.

‘Incorporating Detail and Materials was in keeping with the long-term strategy,’ says a spokeswoman for 100% Design. ‘It does seem crazy to pad out another hall if you can save money on rent,’ she adds. The show still hopes to attract its ‘critical mass’ of about 350 exhibitors. Jam is radically redesigning the layout for this year’s show (DW 7 May).