And unlike any other trade fair it is open to the public. On the last day of its run, Wednesday October 4, you can cast a covetous eye over 150 stands filled with the very best that contemporary designers have to offer. This is your chance to admire, commission and/or buy anything from door handles through to an entire Philippe Starck bathroom. In theory, credit allowing, you could kit out your whole home in a day-long spending spree; the ultimate one-stop shop.
Organiser Ian Rudge describes the show as "a combination of everyone's favourite shops. You can speak directly to designers and if you can't find the bed you've been looking for, you commission a one-off to your exact specifications."
100% Design is a timely shot in the arm for Britain's young designers. This is the first time they will be able to show off recent work alongside the big guns from Britain, Europe and America without setting foot on a plane. Ludicrous as it sounds, British designers were having to pick up their UK orders at foreign furniture fairs held each year in New York and Milan.
"This country has some of the most outstanding design talent in the world," says Ian Rudge, "but, until now, there has been no British event where such an exciting body of work can be seen in one place by members of the public." So, if up to now you have been a fantasy interior decorator, drooling over the pages of Elle Decoration from the safety of your armchair, this is the show for you. It is home improvement made easy.
One of the stands to look out for is that of New Designers in Business, an organisation founded in order to help young designers by sponsoring them at trade fairs all over the world. This could be the place to spot the Jasper Morrisons or Philippe Starcks of tomorrow. Among others, you will find here the quirky silverware of Richardson and Ottewill.
"Our aim," says Justin Richardson, "is to promote silverware in a more approachable fashion. For most people silver means stuffy antique dealers." Their contact lens case in swirly silver with inset coloured stones - red and green to indicate left and right - is the ultimate gift for the person who has everything, bar 20:20 vision.
NDB's stand will also include Totem Design and their "cowtch" made from a Triumph Herald sprung suspension system supporting a bench covered in cow-hide (pounds 3,500). Elsewhere, Charlotte Packe (no relation) will be showing her successful Calyx lamp and launching the new Pod and Kowtow (pounds 164.50) lamps. And Jinan Furniture Gallery will have a selection of spectacular pieces by Orianna Fielding Banks including her Medici side table (pounds 1,460) above.
Anthony Parfitt unveils his latest cutlery in ceramic, metal and silver on the Architecture and Ceramic Design stand. His prices are extremely competitive, starting at pounds 20 per piece. He will also have a selection of his spaceship-like teapots and kettles (pounds 98).
Like many British designers, Anthony is successful abroad, but is barely known here. "I am hoping the fair will be a lifesaver for British design," he says. "It's like the brain drain: good designers are being forced to work abroad. I sell more to America in a week than I can hope to sell in the UK in six months." When Anthony does get an order from an English outlet, he usually discovers they had spotted his work in America.
JAM (Jamie, Astrid and Matthew) specialise in making furniture from waste. As we spoke, a shipment of 150 washing-machine drums were winging their way from France to be transformed for Sunday's opening. Some will become stools with upholstered tops, a bulb inside glows through the drum's perforations (pounds 140); others, small tables with sand-blasted glass tops, again lit from within (pounds 150). Another designer with an emphasis on recycling is Jane Atfield whose RCP Chair (pounds 180) in recycled plastic will be on the Made of Waste stand.
But the show is not only about the wacky, the up-and-coming and the unknown. Muji, the Japanese retail concept, will be presenting new products; and SCP Ltd, pioneers of contemporary furniture design, will showcase the collection they launched in Milan. All in all, the show promises something for everyone, both aesthetically and financially.
100% Design, Duke of Yorks, King's Road, London SW3. Open to the public: 4 October, 10am-8pm. Admission pounds 10.
Special offer: the first 20 Independent readers to call Ticketmaster (0171-344 4444) mentioning this article will receive free tickets for the public day. Other readers who ring will receive discounted tickets (pounds 8 or pounds 12 for two).Reuse content