#104 / 2014
Victoria & Albert Museum exterior

100% Design entrance

100% Design

In 1995 a few tents on King's Road in London popped up to present the latest offerings from British furniture and interior designers under the name The London Contemporary Show. Twenty years later and a name change along the way, 100% Design now occupies 22,000 square meters of exhibition space and continues to expand in size and reputation as the UK's leading design trade show.

2015 will see the show move from Earls Court to the nearby larger and recently renovated Olympia Exhibition Centre. Many credit 100% Design's influence over the years for the 2003 birth of the London Design Festival (LDF), a diverse international event spread across London, attracting an audience of 350,000 people from 60 countries (2012) (1).

On the other side of the Atlantic, New York's International Contemporary Furniture Fair (ICFF) exhibits international design in 15,700 square metres. Both trade shows claim a similar number of visitors. Since its debut in 1989, ICFF encouraged spin-offs such as Wanted Design and Brooklyn Design and helped launch New York Design Week in 2013. 100% Design probably has more furniture-related offshoots (listed below), featuring a wide range of design from well-established brands to start-ups.





Tent London


furniturelink discovered a couple of noteworthy furniture designers in 100% Design's aisle of emerging brands who may one day join the "names" in the much larger, main arena.

Sououshi Pourhashemi | Lozi

A graduate of Brunel University, Soroush Pourhashemi founded Lozi (Persian for rhombus) in the London borough of Hackney in 2012. His designs use vacuum press and male-and-female mould technology to form birch or maple veneer into a range of products that emphasize simplistic geometric shapes. The company strives for sustanability and a carbon neutral footprint by carefully sourcing their supplies of veneer, plywood, adhesives and finishes.

Adam Denney | Bee9

Adam Denny of Bee9 Design Studio, based in Dewsbury, Yorkshire, advocates for versatility in his furniture. In cooperation with Fruitwood Furniture (also in Dewsbury), Denny produces a range of furniture that adapts to the ergonomic needs of today's multi-tasking worker. The designs encourage health-conscious work positions from sitting on the floor to standing. His Tablet folding desk (below) serves multiple uses, with its adjustable modular panels in vibrant colours and slots to hold cellphones and tablet computers.

Source [1]: http://en.wikipedia.org/wiki/London_Design_Festival

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© 2014 furniturelink (text), © furniturelink, Lozi and Bee9 (images)