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Scooters, kaleidoscope rugs and saucy tea cups at 100% Design 25 September, 2009

Posted by katykimbell in Uncategorized.
Tags: , , , , , , ,

Yesterday afternoon, the mydeco editorial team moseyed down to Earls Court to check out the first day of 100% Design. As we bounded through the revolving doors, with our press passes swinging in the wind, we stood slightly bedazzled by the labyrinth that spread out before us.

Whether it’s fresh talent, design inspiration, or just a keen snoop around some fantastic stands, 100% Design is quite simply a design lover’s paradise!

Our first port of call was, naturally, the mydeco stand which seemed to have lots of interested folk milling around and wanting to find out more about our website – positive response indeed.

Then the editorial team split up and each took on a different area of the exhibition. I hit the 100% Futures area, which was showcasing some of the best emerging talent in the design industry. It was impressive to see so many young and professional designers cheerily selling their products.


Image credit: Jamily

Without a shadow of a doubt, my favourite brand was the practical and fun Jamily, which was launching its first three products at the fair. The products included an apron with oven mitts cleverly embedded into the corners, a collapsible scooter and a set of interlinking mugs. The simply practicality of the products, combined with their playful and colourful edge made them really stand out.



Image credit: Jamily

I also coveted Claire Alderdice’s carpets from the brand Print Tuft and Fold. In her work, Clare explores the idea of order and chaos by taking inspiration from the optical illusions found in kaleidoscopes. Her daring carpets would add a touch of flamboyance to any floor or wall.


Image credit: Print Tuft and Fold

A bonus of swanning around the100% Futures section was bumping into Undergrowth Design, one of mydeco’s hottest labels in the Design Boutique. It’s good to know that mydeco has already picked out the talent before anyone else. I took the opportunity to chat to Undergrowth’s founder whose design ethic is based on sex, lace and lingerie! The saucy tea cups and cake stands are beautifully made and would certainly add a touch of naughtiness to your daily cuppa.


Image credit: Undergrowth Design



1. Jo - 28 September, 2009

Inspirational items. The teacup and saucer is especially unique and naughty. What fun to have the girls around for afternoon tea with the table spread with all this china. Definately requires pink cake.

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