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Founded in 1995, 100% Design has marked itself as a pillar of London Design Festival. Returning this year, the show will welcome visitors to Kensington’s Olympia from 19-22 September 2018 with many exciting plans in the pipeline.
As the UK’s largest trade show for architects and designers with over 400 attendees, the exhibition centre is filled every year with workplace, interiors and emerging brands hosting the latest products for lighting, furniture and fittings, while providing as a platform for upcoming talents. Last year was impressive, to say the least, with high-end design, stand-out installations and collaborations featuring NBBJ Architects, Benjamin Hubert, Paul Cocksedge Studio and Material Lab, plus a comprehensive seminar programme with the likes of Michael Young, Ross Lovegrove, Lee Broom and Naomi Cleaver taking the stage for topical debate.
This year is set to be another showstopper. OnOffice spoke to Max Fraser, who was appointed content editor at last year’s show, to discuss what’s in store for the upcoming 100% Design event.
Through your role as content editor, what will you bring to the table at 100% Design? What are your plans this year?
I work with the 100% Design team across the content and feature elements of the show. I bring ideas to the table, assess proposals and open a dialogue with the team about identity and tone of voice. I aim to bring variety to the areas of the show between the exhibitors, and this year we’re working on a new feature idea that will hopefully surprise and inform its viewers.
What can we look out for – is there anything in particular to keep our eyes on?
We’re working on a main feature that celebrates innovations that benefit the city, be it on an individual scale or citywide municipal improvement. We’re aiming to show how design can have a positive impact on our daily lives.
Are there any current trends in design that you think will make an appearance at the show?
A current trend is that the design industry is trying to move beyond business as usual. There is a growing appetite to produce better products using less virgin material and damaging processes. This is inherently difficult in an industry that survives from producing more, but there is a growing awareness of needing to do so with a lighter touch.
Is there anything that you will be doing different this year – anything you learnt from the previous show?
It is hard to capture the attention of visitors when there is so much to see and do that week. My role is to try to create enticing elements for the show, adding content that is relevant and suitable for the space and the varied demographic that pass through it. I expect my approach will always be different each year.
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As an exciting destination for London Design Festival, content editor Max Fraser tells OnOffice what’s in store at this year’s 100% Design
