100% Design announces theme of Elements

100% Design, the largest design trade show in the UK and the commercial cornerstone of London Design Festival, has announced a programme of specially commissioned installations at Olympia London all falling under the theme of ‘Elements’. Designs across the show  include an immersive entrance feature curated by design writer Max Fraser to a pivotal central bar designed by Sally Hogarth and additional  surprising features across the five distinct show sections.

Elements entrance- Max Fraser

Elements entrance- Max Fraser

Max Fraser’s entrance feature brings together an edited selection of iconic products from the past and present, celebrating an element of each which boasts intelligent design solutions, sophisticated tooling or innovative production techniques. The aim is to spotlight just one aspect or detail, informing the visitor about the hidden research and development that goes into a product. The feature focuses on the slender engineered leg of a sofa, the material join on a chair or the concealed tech within a light fitting. Each item will be accompanied by a succinct text explaining the specific element. The chosen products emphasise the importance of R&D and bring to our attention the exceptionally detailed elements that we might not normally notice, understand or appreciate.

Central Bar by Sally Hogarth

Central Bar by Sally Hogarth

The Central Bar at 100% Design has always been a hub for networking and professional engagement as well as a destination in itself. Focusing on this year’s theme Elements, Sally Hogarth has designed a seating area which features upright blocks in geometric shapes to create an abstract city skyline. Also defining the area and providing a moment of shelter are some greenery and foliage, which adds a metropolitan feel and seamlessly adapts with the environment. Given that the roof of Olympia is glass, this should feel like a relaxed and green space.

Kaza Concrete

Kaza Concrete

Taking inspiration from mosaics and the show’s theme, the feature in the Kitchens, Bedrooms & Bathrooms section showcases tiles by Kaza Concrete in an interactive setting. Forming the word ‘Elements’, each letter focuses on an element in design; line, shape, texture, form, colour, space, detail and craft. Using an angled reflective surface which allows visitors to view the feature from a different perspective, the mosaic showcases tiles from various exhibitors in a unique setting.

Ross Bennett

Ross Bennett

Inspired by London bar design and sitting in the Design and Build show section, this installation by Ross Bennett features a variety of elements found in the urban environment, such as London stock bricks made from the clay that the city sits on, pitted concrete similar to that of the Barbican Centre and oak referencing the river Thames. The bar also features playful materials such as brass, tin, rubber mac and bands which actually stand for objects that were of huge importance in historic London. For example, the capital had a royal monopoly on brass goods imported from the continent in the 17th century and the first patent for the idea of preserving food in tin cans, made by the merchant Peter Durand.

Benjamin Craven

Benjamin Craven

New talent Benjamin Craven, who exhibited earlier this year at the One Year On showcase at New Designers, is designing a bold display of fabrics for the Auditorium Café. From screen-printing to digital, Craven uses heavy geometric lines that give order to what appears to be a haphazard array of clashing colours and patterns, resulting in designs that are anything but accidental.

Arper Bloggers Lounge

Arper Bloggers Lounge

If you’re press and need a place to chill and concentrate, furniture brand Arper hosts, for the second year, the digital hub of 100% Design: #ArperBloggersLounge. Centrally located, the Lounge is a dedicated area for bloggers and online media. It is the ideal place to work and network, hold interviews and meetings, all in an inspiring environment. Furnished with Arper’s colourful and distinctive pieces, the Lounge will echo the design of the central bar area whilst conveying its own distinctive feel. Vibrant and welcoming, it is fully equipped with free wi-fi and charging points, as well as refreshments. Official interviews and informal talks will be hosted in the Lounge with a programme of events to be announced shortly.

Register now for 100% Design and be inspired.

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