Media 10 buys 100% Design

Media 10 has acquired 100% Design from Reed Exhibitions and revealed plans for the trade show’s facelift.
 
The high-end, interiors design exhibition has been running for 15 years and was launched by an independent organiser before being acquired by Reed several years ago.
 
The show runs annually at Earls Court in September and attracted 18,852 visitors (ABC audited) in 2011. Media 10 MD Lee Newton said the show shared similar audience and exhibitors to Media10’s Clerkenwell Design Week in the east end, but encapsulated the west end London design scene.
 
The organiser also runs Grand Designs Live and owns several complementary magazines including OnOffice and The Clerkenwell Post. Financial terms of the acquisition have not been disclosed.
 
“We think 100% Design completely squares the circle for us in terms of the design industry,” Newton told EN. “We are confident this year that we’ll get 30,000-40,000 visitors to 100% Design in September and add at least one-third more exhibitors to fill Earls Court 2.
 
“We firmly believe that with the experience and contacts we have in this market, as well as adding unique content, we’ll ensure 100% Design flourishes for years to come.”
 
Media 10 has committed to keeping the show in the west end and has confirmed its tenancy at Earls Court and then Olympia, should Earls Court close.
 
Newton saw similarities between Media 10’s acquisition of 100% Design and the Ideal Home Show and said its latest purchase will benefit from being out from under a larger corporate organiser. As part of the negotiation process, Reed allowed Media 10 to talk to the market to assess perceptions of 100% Design, as well as its location and exhibitor mix.
 
“You really have to understand the design industry inside out to run a show of this types,” Newton claimed. “This is Media 10’s background and people recognise our abilities in this complex industry sector.”
 
Media 10 has also announced plans to overhaul the show’s look and feel. The next edition will be split into four distinct areas encompassing 100% Interiors, 100% Office, 100% Kitchens and Bathrooms and 100% Eco Design and Build. All will be entered by a Media 10 ‘trademark’ tunnel.
 
Other fresh features include a design arcade showcasing new and innovative products from Britain’s best student designers. Each section will feature exhibition space, interactive installations and a celebrity chef restaurant.
 
Reed Exhibitions MD Justin Tadman said the synergies provided by Media 10’s portfolio of design exhibitions and magazines will help 100% Design enter a new phase of growth.  
 
“Media 10 is a well respected company and we are delighted to see 100% Design London continue with new owners who are so well established in the interior design sector,” he added.
 
Reed Exhibitions continues to own and run 100% Design Shanghai and 100% Design Singapore as well as several design shows across Europe.
 
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