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100% Design London will celebrate Britishness, Design and Innovation

This year, 100% Design London will celebrate its 15th birthday at Earls Court, from 24th – 27th September. An integral component in the business of UK contemporary design and expected to continue to draw in vast crowds and exhibitors, the show is this year making changes to propel it into a new era.

As part of an ever-growing global brand (100% Design Shanghai and 100% Design Tokyo) 100% Design London has announced that JAM will take over as the show's creative director, following in the footsteps of Ben Kelly, Tim Pyne, and more recently Tom Dixon. The theme of Britishness is core to JAM's brief. Art-directed by the show's's creative marketing agency fuwagardner, the imagery has been created by design studio The Neighbourhood. It combines CGI with photography, and will be used for a wide range of applications, including magazine ads, brochures and tickets.

And not everyone can be there... those designers and companies who wish to be part of 100% Design London have to endure the scrutiny of the show's panel members who include amongst others: Jason Bruges, Max Fraser, Matthew Hilton and Nina Tolstrup. This ensures that the criteria of design innovation and originality are met.

As part of the event, the 2009 edition of 100% Materials is all about taking things apart and putting pieces back together again. Harnessing the process of making, disposing off and ultimately reusing materials, the feature takes a critical look at the prevalent one-way approach to making things with a clearly defined start and ending. A wall of bamboo is being specially grown for the show to demonstrate the flexibility and innovation of this natural, sustainable material. In line with this theme, the backdrop of the installation is a structure that continues to grow and change during the course of the exhibition, allowing for additions to be inserted into the framework. With more than 150 samples on display, the exhibition will contain a wealth of material experiences waiting to be discovered, questioned and reinvented by visitors.

There will be smart; thermal; three-dimensional materials... materials for architecture and for design... There will be sustainable, recyclable and nano materials... There will be materials for buildings, products and furniture... There will be paper, elastic and even fake skin... Workshops and seminars will run concurrently.

100% Materials is getting bigger and this year there will be 100 stands dedicated to materials alone. Whether the exhibitor is a pioneer of a single product or a large manufacturer showcasing its latest hi-tech material product, 100% Materials is set to be at the forefront of material science and its application to the built environment.
“Materials are the great unsung heroes of design," says Peter Massey, the show's director. "We have seen this area grow significantly over the last few years with visitors taking an increased interest and with exhibitors needing a design voice. Materials are the hidden fabric of a building; the surface area of a space or the wallpaper in your living room and it makes perfect sense for us to highlight their technology, aesthetics and applications. The future of all our lives is in materials.”

Exhibitors at this year's 100% Design London will include amongst many hundreds of others: Alex Bradley, Benjamin Hubert, Charles & Marie; Charlene Mullen; Deadgood, Decode London; Mark Furniture; Molo; Pinch Design and Scabetti.

International representation includes 100% Norway and delegations from Belgium, Czech Republic, Spain and Thailand. VIA, the organisation that supports emerging French talent will be part of 100% Futures.

T: +44 (0)20 8123 9608
E: 100percent@industrypublicity.co.uk
W: www.100percentdesign.co.uk

18th May 2009