ABOUT

100%Design
Event branding and design
Challenge:

The design challenge was to conceive the overall campaign for the 2012 edition of the show. A critical year as it would set the tone for coming years, and was effectively a launch event to re-establish 100% Design as the pre-eminent design event within the London Design Festival, in the UK and of its type in the world.

Solution:

I developed the positioning strategy ‘Inspiring Connections’ that became the platform for the creative. The rationale was based on 100%Design being a creative hub, a place to make connections with colleagues, buyers, brands, the media and with the future. Secondly we made sure it was visually arresting and different, rather than being product focussed, as is the current trend.

Effect:

The Inspiring connections concept was integral to the entire show, in particular a stunning 70m LED tunnel entrance. It formed the theme for key areas such as Paul Cocksedge’s auditorium design and Concept Style Coupé stand for Mercedes. Registration numbers increased by 69% from the previous year.