100% Design to focus on Britishness

Britishness will be the core theme of this year’s 100% Design show, which Design Week revealed in March is to be designed by Jam.



Britishness will be the core theme of this year’s 100% Design show, which Design Week revealed in March is to be designed by Jam.


Jam is creating a brand new floorplan, including ‘grand boulevards’ dissecting the show and forming ‘feature spaces’. Jam intends to create a participatory festival spirit that it hopes will be ‘much bolder’ than in previous years. This year’s show will embrace work from more disciplines besides furniture and interior design.


Design group The Neighbourhood is producing imagery for the exhibition,  with art direction by marketing agency Fuwagardner. The pictures will combine photography and CGI graphics to create magazine adverts, brochures and tickets.


‘People who attend 100% Design want inspiration, and this can come from car design, graphics or illustration,’ Jam director Jamie Anley told Design Week in March.


Designersblock has also confirmed that it will be contributing to 100% Design, as well as staging its own show at the London Design Festival.


A live bamboo wall is being grown especially for the 100% Materials section of the exhibition.


This year, companies and designers applying to exhibit at 100% Design will be selected by Jason Bruges, Max Fraser, Matthew Hilton and Nina Tolstrup.


100% Design will take place from 24-27 September.



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