100% Design returns to London's Olympia venue for its 24th edition at Olympia, London from 19th–22nd September, and its organiser has announced a shake-up to the exhibition's traditional programming.

100% Design will present new features, fresh design talents and emerging names alongside a roster of industry favourites, big-name brands and innovators.

Two new features – 100% Futures and 100% Forward – will focus on emerging designers across innovation and furniture design, respectively.

100% Futures will celebrate forward-thinking design from a selection of British and international talents who have chosen to set up their practices in London. Spearheaded by Max Fraser, 100% Futures will shine a light on designs across travel, technology, wellbeing, public spaces and sustainability, with the theme Designing for London. 100% Futures will also share designs from other cities around the world.

100% Forward, curated by journalist Barbara Chandler, will highlight eight emerging design talents across furniture, product, lighting and textile design. Each will be championed by an established designer who carved his or her career during the first decade of 100% Design. For example, Simon Pengelly, who started his career in 1993 when he presented at 100% Design, has selected Daniel Schofield who, in just five years, has honed his reductive approach to materials, form and function to create celebrated lighting, furniture and tabletop products. 

This year will also see the launch of the West Kensington Design District, a hub set to inspire design enthusiasts during the London Design Festival through an engaging programme featuring design brands, globally-recognised cultural institutions and events. The district will be brought to life by an array of partners including the Design Museum, V&A Blythe House, Polish brand Zieta at Arthill Gallery and many others.  

100% Design’s core exhibition covers Interiors, Kitchens, Bathrooms and Bedrooms, emerging brands and, new for this year, 100% Build London, a dedicated show for the construction and architectural industries.

Alongside this will be Talks With 100% Design, one of the most forward-thinking seminar programme on the design calendar.