Shaw + Skerm creates new look for 100% Design

Shaw + Skerm has created a new campaign for interiors show 100% Design, which is relaunching this year under new ownership.

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100% Design was acquired by Media 10 earlier this year, and former London Design Festival deputy director Will Knight was appointed as director.

Shaw + Skerm was brought on board to develop new creative for the show following a five-way pitch in April, according to partner Paul Skerm.

Skerm says the designs are based around the concept of ‘inspiring connections’. The 100% Design identity, which was created by Angus Hyland at Pentagram, is being kept in place.

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Campaign graphic

He says, ‘Our design is very organic. By creating a series of dots and lines we can create a multitude of different shapes and forms.

‘By extracting individual layers we are able to use this in a variety of executions.’

Skerm says that as well as being used on print and digital material, the designs could also be used in the 100% Design show environment.

For example, an animation of the designs could be projected on to the walls of the 45m-long entrance tunnel to the show.

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100% has also unveiled a new layout for this year’s show, which will be hosted at London’s Earls Court from 19-22 September.

Developed in-house by Media 10, the layout features the entrance tunnel, central bar, and ‘spine’ showing emerging brands, as well as four hubs: Office, Interiors, Kitchens & Bathrooms and Eco Design & Build.

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