100% Design 2014

Media Ten

September 2014

Creative campaign | Show content direction | Wayfinding & Signage

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100% Design is an established product and interiors design fair, and a key destination during the London Design Festival. September 2014 marked the show’s 20th edition, and show owners Media Ten invited Thomas.Matthews to design the creative campaign, content strategy and signage and wayfinding for the show. The theme for the 20th edition was ‘serendipity’ and the campaign brief required an imaginative concept that celebrates the show’s heritage as well as exciting new audiences about its contemporary design offer.

Inspired by the unexpected opportunities that serendipity creates, Thomas.Matthews developed ‘The Design Kaleidoscope’ concept. A Kaleidoscope, by its nature is a constantly evolving visual, and by definition is derived from Ancient Greek as the “observation of beautiful forms”. The design team created over 20 Kaleidoscopes, using contemporary design objects, to represent the thematic areas on the show floor: Interiors; Eco, Design & Build; Kitchens & Bathrooms; Workplace and International. Products incorporated with the iconic forms include: Thomas Heatherwick’s Spun Stool and Cullen’s Dish Wall light.

Alongside the creative campaign Thomas.Matthews supported the commissioning and design direction of a dedicated ‘Design Kaleidoscope Exhibition’ and the four industry hubs intended to present ‘design visions of the future’ and attract new and relevant audiences. The design team also applied the create campaign across the show floor, through an integrated signage and wayfinding schedule. This required the development of new signage solutions to resolve and refresh navigation.

Opened by Philippe Starck, the 20th edition was the most popular show recorded with over 28,000 visitors. Take a look at the official show video here.