Organisers at Clarion have revealed new design features for Home’s Autumn launch, co-locating for the season for the first time alongside Top Drawer at Olympia London from 14 to 16 September. New elements including an innovative new entrance tunnel, new welcome reception area and new cafés will maximise the impact of Home and create the finest experience for trade audiences.
Ian Rudge, Business Development Director, Retail Portfolio, at Clarion events, said: “The challenge is to ensure buyers realise we have added a whole new show alongside Top Drawer this autumn, visitors must easily understand where it is and what is in it. To achieve this we have created a new entrance to the show that delivers visitors right to the point where the two shows meet, between Olympia Grand and Olympia National.”
Clarion has also created a brand new reception area with clear views of both shows. While the arrival experience will immerse visitors in the show’s content from the very start, with lighting, visuals and music curated for Home and Top Drawer by Clarion’s award-winning designers, the design has a practical purpose too.
“It is important to challenge, surprise and entertain, which is what good design can support, its also important to focus on practical elements that make a genuine difference to the buyer experience, particularly within a trade event. We have applied the expertise of our award winning designers to solve a problem as well as create some excitement. Our solution makes it easier for buyers to orientate themselves and makes it quicker to enter the show,” said Mr Rudge.
The entrance, built by Freeman and Stitch Exhibition Fabrics, takes visitors directly from the street to the show, something that has been made newly possible by the transition of events from Earls Court to Olympia London. “We employed the entrance very successfully at Earls Court when we launched Home in January alongside Top Drawer at Earls Court. The difference at Olympia London is that the tunnel is shorter and more dramatic,” he said.
A considered approach to design is also a hugely important aspect of the shows’ interiors, where aesthetics work towards immersing and inspiring the audience in elegant ways. Caterers, designers and stylists have worked together to ensure every element is considered and co-ordinated, right from the design of the counters to the high quality of the food. VIP buyers’ lounge will also be styled by Ella Doran, internationally renowned designer and exhibitor, meaning buyers will experience the show’s content at every turn.
Top Drawer and Home Autumn will be followed by three co-located Clarion shows from its retail portfolio in Spring 2015. Craft, the contemporary craft and design show the company launched in January, will be held alongside Top Drawer and Home, in the connected yet distinct venue of Olympia Central. More innovative design features are planned for the shows.
“Having moved all three events to Olympia London we can utilise the entire venue, on both levels. This allows us to locate complimentary elements of the show together, so craft, fashion and new talents will all be located on level one creating a compelling destination for a large proportion of our visitors. Again, we will be creating cafés, lounges, features and theatres in this area to ensure the best possible visitor experience,” said Mr Rudge.
Notes to editors
About Olympia London
Olympia London is more than an exhibition venue, conference centre and live-event space. It’s an inspiration. Against a backdrop of grand Victorian architecture, the seven connected spaces inspire engagement and enjoyment.
The recent £30 million redevelopment of Olympia West and Central has provided the venue with new-found flexibility for events of every size, bringing modern facilities and British heritage together.
Olympia London presently operates alongside Earls Court, with shared staff and values. Together our businesses are recognised in the industry for exceptional levels of customer service and support, and our numerous awards are testament to our clients' satisfaction.
About Clarion Events
Clarion Events organises more than 200 events (a mixture of exhibitions, conferences and seated events) annually across the globe. More than 12,000 companies trust us with their custom each year and over 700,000 people give their valuable time to visit our events. This success has come from identifying high-value, niche audiences in difficult-to-reach markets and then building them into market-leading products.
Home, launched in 2012, is a beautifully curated showcase for the very best design-led homewares and interior accessories brands. With innovative, award-winning designers and the industry’s key brands all hand-picked and brought together in a fabulous central London location – Home is the perfect place to buy covetable, stylish homeware products that will have your customers reaching in their pockets this Christmas and beyond.
About Top Drawer
Bringing together an inspirational showcase of over 800 carefully selected British and international suppliers and designer-makers, Top Drawer is London’s largest design-led gift trade event.
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For further information please contact:
Belinda Liversedge, Communications Manager, Earls Court and Olympia London
Belinda.firstname.lastname@example.org / (0)20 7370 8838