Total transformation

30 Sep, 13

100% Design makes a strong return

Now in its second year of ownership by Media 10, 100% Design demonstrated why it is still a significant show for cutting edge interiors. This was a tour de force not only of chic contract furnishings but also hip and happening home interiors. While it could be argued, last year, the kitchen and bathroom section looked a little sparse, with some exhibitors not exactly reflecting the brand values of the show, there could be no such criticism this year. Any suggestions the show may have lost its way could be firmly admonished.

The bathroom and kitchen section of the show returned much stronger, showcasing recognisable and powerful brands, such as Gaggenau, Bulthaup, Cosentino, Corian and Dornbracht. And it had also attracted newcomers to the show, including Pando, as well as companies such as Kolpa making their debut in the UK.

It’s perhaps no surprise 100% Design is reported to have welcomed more than 27,000 visitors (ABC pending) over the four days, an increase of 7.5% of visitors on 2012. In fact, according to its organiser, it has increased footfall by 33% since the show’s acquisition in 2011.But it’s not just the quantity of visitors but the quality of enquiries by interior designers and architects, which saw many exhibitors claim the show to be a success.

It could be argued the original concept of a showcase for emerging artisan interiors may have been long forgotten, with neighbouring show Design Junction now inhabiting that space. But leveraging the strength of global and iconic brands, in the kitchen and bathroom sector, 100% Design has once again found its way to success. And if the show continues to build on the foundations of this event, it will be more than a date in the show calendar. 100% Design could be not only as the largest, but return as the leading event of London Design Festival.