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Elle Decor Italia

100% Design not-to-be-missed highlights in the words of Max Fraser

The director himself unveils the freshest news in the world of design


Concurrently with the London Design Festival, 100% Design (Sept. 20th-23rd, 2017), the largest design and architecture trade show in the UK roaring since 1995, is going to blow out 12 candles. Hosted within the premises of the iconic Olympia London, the event is going to unravel around the theme of ‘Elements’: indeed, all design elements (from materials to processes) will be explored through ad hoc talks, installations and exhibitions. 

We met 100% Design’s new Content Editor Max Fraser, who announced plenty of breaking news.

100% Design is celebrating its 12th anniversary. How has it changed over the last few years?

Apart from the location (we moved to the Olympia back in 2015, so that we are now neighbours with the Design Museum!), the trade show went through loads of tiny revolutions driven by a tireless, ambitious growth. Last year we had more than 27,000 visitors from 90 different world countries. I do hope we’ll do even better this time.

Photo: Sophie Mutevelian

What’s your key to success?

To include the audience in an unexpected and pleasant experience. To be a platform where business opportunities constantly peep out, so to keep London high in the chart of leading design capitals. 

Any hot news in sight?

We got engaged with many prestigious brands like Gufram and Mutuopia, a young emerging company specialising in home accessories and tableware. We also included a fair number of artisanal excellences: Madheke, James UK, Ian Parker and Lindsay Taylor, to name a few. Our juicy agenda of panel talks – ranging from the latest design news to current and future trends – features names of the likes of Michael Young, Lee Broom, Ross Lovegrove and Naomi Cleaver.

Photo: Sophie Mutevelian

It must be fun to put together such a rich and varied programme.

Sure, and the installation at the entrance will be especially great: focusing on the theme of ‘Elements’, it will display a few iconic echoes to design history together with dramatic geometrical shapes hanging down from the Olympia ceiling. The goal? To show the backstage of design manufacturing processes – apparently an easy ride, and yet requiring tons of efforts and creativity. To this purpose, visitors well be led to 5 different sections: Interiors, Workplace, Kitchens & bathrooms, Design & Build and Emerging Brands.

Photo: Sophie Mutevelian

How do you feel about the Brexit affair?

I think of Brexit as a national catastrophe with international implications. Apart from the economic side, UK’s reputation has been significantly damaged, and it will get worse as soon as further isolation will come from Brexit negotiations with EU. Worst case scenario? Less and less European students enrolling to our universities, thus bringing creativity somewhere else in the world. I really hope that won’t happen.

Photo: Sophie Mutevelian



Landmark Projects, anche quest’anno Londra ci stupisce con le installazioni

London Design Festival, 5 dritte per non dire “Me lo sono perso!”


by Valentina Mariani / 28 September 2017


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