Case Study: 100% Design
Caro Communications has been involved with 100% Design throughout its 20-year history. Starting as PR support for clients such as Bute Fabrics, SCP and Dornbracht, in 2000 we took over PR for the entire event. Between 2000 and 2008 we developed the show, which expanded into two halls with the launch of two new sister shows, 100% Light and 100% Detail, as well as launching 100% East which went on to become Tent. We also assisted in the launch of its international franchises 100% Moscow and 100% Tokyo.
As always, we did not simply provide press support but helped to further develop various initiatives with exhibitors and media titles from the Blueprint Awards through to the Architects’ Journal’s Something to Sit On competition, which invited architects to come up with chair concepts for Tacchini and Modus.
Such was the prominence of 100% Design that the London Design Festival chose its calendar dates to benefit from the UK’s largest trade design show. We stepped down in 2008 due to management changes but were reappointed in 2012 following the Media 10 buyout, and visitor numbers reached a record high of 27,033 in 2013.