Lee Newton, managing director of Media 10 told Event the annual trade show will keep its September calendar date and remain at Earls Court. A deal has been secured to relocate it to Olympia if necessary as Earls Court’s future is uncertain.
The show, which attracted 18,000 visitors last year, was sold for an undisclosed price. "We were happy to pay Reed what it was asking for it," said Newton. It will be split into four new sections this year; 100% Office, 100% Interiors, 100% Eco-design and 100% Kitchen and Bathrooms.
Newton told Event the purchase was a "very big deal" for Media 10. "We have a place in the high-end consumer field with Grand Designs Live, and very much at the other end of the market with the Ideal Home Show, so this completes our circle," he said.
"Media 10 began by publishing high-end contemporary design magazines, so when 100% Design launched 15 years ago we were very much part of its launch. We’ve seen it grow into the biggest contemporary design show in the UK and for us now to say that we’re now the proud owners of it is a very big deal for us," he added.
The decision to keep the show at Earls Court was the result of two weeks of research in which Media 10 spoke to more than 200 design professionals. "We had the chance to go out and ask the industry what it wanted," said Newton. "What came out is that west is best: design professionals still feel the money and sales are in the west of London, therefore an exhibition targeted at that market should remain in the west of London."
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