Moroso and 100% X – 55:75:95 : 100% Design Singapore’s Debut

Events & Activities, Home Services — By 88DB Knowledge on August 17, 2012 2:24 pm

Presenting 100% Design Singapore – the inaugural and only curated contemporary design-led interiors exhibition in Southeast Asia. Organised by Reed Exhibitions, the event serves as a platform to showcase the latest trends in furniture, lighting, accessories, wall and floor coverings in the region. Arriving on our shores from 10 to 12 October 2012 at Marina Bay Sands Singapore, a unique feature of 100% Design Singapore is 100% X. Each year will have a different theme, with 2012’s being 55:75:95, conceptualized by award-winning design consultancy VW+BS. Another feature to look out for is the anchor installation for 100% X – 55: 75:95, designed and sponsored by internationally renowned furniture brand, Moroso.

Bringing 100% X factor to the 100% Design Singapore exhibition

100% X – 55:75:95 aims to highlight the unique Southeast Asian identity that is prevalent in our culture, lifestyle and design. The significance of the numbers chosen represent the different table heights used for the various aspects life, work and play. Voon Wong, Benson Saw and Ian Macready, heads of the award-winning and multi-disciplinary VW+BS, are the brains behind the 100% X – 55:75:95 theme.

“We intend to shine a spotlight on the Southeast Asian lifestyle and see how it influences interior design and how it differs from design in the rest of the world. For example, how we share a meal – the Lazy Susan and the circular table – is crucial to our life in this part of the world and we want to look at how this has changed the way we design. Southeast Asia’s climate permits a combination of indoor and outdoor living, but being in the tropics also affects the choice of materials used in furniture design,” said Voon Wong, creative director of VW+BS.

Moroso: taking Asia by storm

A firm supporter of the event and the 100% X – 55:75:95 initiative is Moroso, with its participation marking the brand’s 60^th anniversary. With a strong belief in bringing together unique design approaches, experiences and craft techniques from all over the world, Moroso’s partnership with 100% Design Singapore makes perfect sense.

“100% Design is an internationally recognized brand and the decision to hold it in Singapore, Asia’s leading financial and design hub, sealed the deal for us,” said Patrizia Moroso, Creative Director of Moroso. “Increasing affluence and maturity in design appreciation in this part of the world hold great potential for our brand to expand in this region. We are confident that 100% Design Singapore is the right platform to strengthen our foothold in Asia.”

Other industry players that have confirmed their appearance include surface and lighting specialist 3M as well as well-known designer brands such as CLEI, Flux Chair, Christian Lacroix Fabrics, Designers Guild and Pierre Frey.

A Pillar of Design for Singapore

With the Singapore Tourism Board and the DesignSingapore Council backing the event as well, 100% Design Singapore is slated to be an anchor trade event for the industry. 100% Design Singapore doesn’t just present international opportunities for Singapore designers – it also provides a platform for the exchange of knowledge and ideas, giving the rest of the world a unique insight about the growing Asian market. This promotes DesignSingapore Council’s strategy to develop Singapore into a global city for innovative design that drives economic growth and enhances the quality of life. 100% Design Singapore also presents an invaluable networking opportunity for architects, interior designers, retailers, property developers and others in the industry to source and procure cutting-edge, revolutionary, design-savvy products for various applications.

Visit www.100percentdesign.com.sg for more information.