Case Study: Special Project – Main Feature Area

10 May 2016

100% Design - Main Feature Area


100% Design is the largest and longest running contemporary design event in the UK, with 28,500 visitors. Launched in 1995, the show has been run by Media 10 since 2012.


A move to Olympia from Earls Court in 2015 was received with apprehension by some. To demonstrate the move enhanced the show, Media 10 asked Thorns for a style-driven main feature, serving several purposes:


  • A striking environment showcasing high-end exhibitors

  • A point for attendees viewing the whole show floor, demonstrating how spectacular 100% Design looked in its new home

  • A haven where visitors relax in a stylish environment


Thorns took elements of its draping system to transform this key area:

  • Dark, draped tunnels (315sqm) combined with lighting, create a magical environment, surprising visitors and showcasing products to best effect

  • Tunnels lead to an impressive view of the show floor, where darkness of the tunnel contrasts with light flooding into Olympia

  • The drape provides a stylish backdrop for the chill out/viewing lounge and ensures seamless continuity into another impressive lighting tunnel leading back to the show floor



“Thorns met our challenge, making a huge impact. The tunnel created great drama, was the star attraction and became the place to “come and chill”. Such an innovative solution to our objectives.”

Georgina Raye -  100% Design