It could easily have been a real flop - a period when Wall Street was in turmoil and in the UK the property market found itself in a state of meltdown was not the ideal time for 100%Design to take place in London.

It could easily have been a real flop - a period when Wall Street was in turmoil and in the UK the property market found itself in a state of meltdown was not the ideal time for 100%Design, the trade fair for top quality interior design, to take place in London.
Fortunately things turned out much better than could have been expected. In spite of the unfavourable circumstances most of the exhibitors were satisfied with the results of the fair and the organisers even registered a considerable increase in trade visitors - with more architects than retailers. One explanation for this may be the persuasive selection of exhibitors and the holistic orientation of the fair.

Facade systems by Speed Deck, Colour effect glas by Schott, Wall system by 3form, 100%Detail

Small but Powerful | Nouveautés

Facade systems by Speed Deck, Colour effect glas by Schott, Wall system by 3form, 100%Detail

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100%Design placed its focus clearly on visitors from inside the industry, in other words architects and planners, who were attracted above all by the increasing importance of 100%Detail, the section of the fair which deals specifically with materials for building design and construction. The concept is a successful one. Even if it isn't always easy to look beyond the sterile standardised architecture of some manufacturers, experienced trade visitors to the fair should be in a position to appreciate as such the high-quality and innovative products which are to be discovered on the occasionally sparsely designed presentation areas.
100%Design has succeeded in positioning itself as a small but premium quality exhibition, and with its manageable range it fills a gap left by the major fairs such as Milan, Cologne and Frankfurt.

The British manufacturer Mark presented at the 100%Design its first collection

Small but Powerful | Nouveautés

The British manufacturer Mark presented at the 100%Design its first collection

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Sophisticated from behind: Gauze by Smith & Wightman

Small but Powerful | Nouveautés

Sophisticated from behind: Gauze by Smith & Wightman

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100%Futures, the presentation platform for up-and-coming design, is an established part of the fair and an important forum for young international designers. This year individual participants made a strong impression with inspiring experiments in materials and production methods.

Hosepipe Furniture by Dutch Sander Bokkinga, the way of production stays a secret

Small but Powerful | Nouveautés

Hosepipe Furniture by Dutch Sander Bokkinga, the way of production stays a secret

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Bench and Chair made of Alucobond by the Canadian Synthesis Studio

Small but Powerful | Nouveautés

Bench and Chair made of Alucobond by the Canadian Synthesis Studio

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Lamp and stool by Swiss Tomas Kral

Small but Powerful | Nouveautés

Lamp and stool by Swiss Tomas Kral

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Off events
100%Design is very much the commercial basis for the London Design Festival. However, the example of Milan shows that alternative exhibition areas, which in London and are above all the areas around Brompton Road, Covent Garden and Shoreditch, can provide a lively accompanying programme and make a visit to the fair even more enjoyable.
The largest of these alternative exhibitions is the Tent at Truman's Brewery in the legendary Brick Lane. However, every year the impression grows stronger that the Tent is increasingly developing into the vintage marketplace for the festival - which means that for architects the location is becoming increasingly irrelevant.

Remarkable craft: The Brain and Scull Chair by Vladi Rapaport, Tent

Small but Powerful | Nouveautés

Remarkable craft: The Brain and Scull Chair by Vladi Rapaport, Tent

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Tom Price´s new melted seating shells, Tent

Small but Powerful | Nouveautés

Tom Price´s new melted seating shells, Tent

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LED-Lamp by Sudio Lim, Stool by LGHi-Macs, Ten

Small but Powerful | Nouveautés

LED-Lamp by Sudio Lim, Stool by LGHi-Macs, Ten

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Armchair and Lamp by Dirk Winkel

Small but Powerful | Nouveautés

Armchair and Lamp by Dirk Winkel

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Create Berlin goes London: Designers from Berlin presented their work at the Truman Brewery. 3D-T-Shirts by Mashallah Design, Wall Mattrasses (build your own Berlin Wall) by Josephine Rank and mijuly&ca

Small but Powerful | Nouveautés

Create Berlin goes London: Designers from Berlin presented their work at the Truman Brewery. 3D-T-Shirts by Mashallah Design, Wall Mattrasses (build your own Berlin Wall) by Josephine Rank and mijuly&ca

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Formal experiments with fibre fabrics and resin by Henny van Nistelrooy

Small but Powerful | Nouveautés

Formal experiments with fibre fabrics and resin by Henny van Nistelrooy

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Modular pendant light by Nic Wallenberg, Designersblock

Small but Powerful | Nouveautés

Modular pendant light by Nic Wallenberg, Designersblock

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