Experience, such as living through a four-day insurrection in the world of interiors and design in every direction; physically touching the creations of hundreds of international exhibitors, divided among five themed categories; enjoying the special installations dotted around the Olympia exhibition centre in London that bring to life ideas and concepts that speak of innovation. Not by chance, Experience is the theme on which the new edition – the 22nd – of 100% Design is based this year. It was opened to the public today and will close on September 24.
More than 26,000 people (with purchasing power of more than 3.4 billion pounds) are expected to visit the exhibition, where new business relationships can be forged among a network of industry professionals.
To this end, numerous opportunities for talking are being provided at sessions in two dedicated areas: The Forum (sponsored by RIBA Appointments and organised by the editor Laura Snoad) and The Auditorium, under the auspices of the Design Museum as part of its campaign in view of the reopening in Kensington on November 24.
Sponsored by LG Display, the Auditorium was created by the Miska Miller-Lovegrove studio as the cultural centre of the trade fair, with its peculiar transparent and translucent “nest” structure – an open space created with the acoustic panels of the Vescom company.
The installations continue with The Central Bar, featuring a fluid sequence of vertical and parallel panels that not only define the space and create a separate relaxation area but also add emphasis to the central environment, crowned by a suspended installation that increases the kinetic pace of the show.
Alongside is the Arper Blogger Lounge, a place of welcome, rest and work for the digital audience, furnished with Arper’s comfortable chairs.
Speaking of brands, the question of their place at the exhibition arises. There are five areas where national and international brands can be found at Olympia London. Interiors, which is simultaneously hosting the Design London collective with 15 manufacturing design brands as part of a cooperation and collaboration project; Workplace, where the names Arper and Texaa stand out; Kitchens&Bathrooms headed by Porcelanosa, CeaDesign, Antoniolupi, Kaldewei; Design&Build, an area that also hosts the spectacular light show The Darkroom; and finally, Emerging Brands, reserved for emerging new talent.
100%Design host also the 45th edition of the Wood Awards, the prize for buildings and products constructed entirely of wood. The projects will be on display at the L620 stand, while the winners will be named on 22 November. Among the best projects: Maggie’s Centre in Manchester, designed by the Foster + Partners firm, an intimate, delicate “home garden” created for cancer patients.