London Design Week, held at the Design Centre, Chelsea Harbour, showcases the latest trends and collections of international interiors brands, ranging from classic contemporary to cutting edge style. With new product launches and art installations such as Zoe Bradley's blue flowered paper dress, we couldn't wait to take a look.

A few branding highlights

Lelievre Paris had a strong fabric display to entice people into the showroom, with branding visible as soon as you walk in.

Lelievre Paris had a strong fabric display to entice people into the showroom, with branding visible as soon as you walk in.

Porta Romana had a great example of brand storytelling with live demonstrations showing how their cocoon ceiling lights are painted. Several brands offered 'Meet the Designer' sessions, inspiring and educating clients whilst delivering brand authenticity.

Romo's showroom display echoed their advertising - a subtle way of reinforcing their messaging by repeating imagery and building familiarity and consistency with the brand. The photography on display within the showroom achieves the same effect.

Romo's showroom display echoed their advertising - a subtle way of reinforcing their messaging by repeating imagery and building familiarity and consistency with the brand. The photography on display within the showroom achieves the same effect.

Most showrooms offered beautiful branded bags ready for trade to take away and filled with brochures for the latest collections. This worked really well, making it easy for clients to walk away with an entire overview of the brand and products offered.

Most showrooms offered beautiful branded bags ready for trade to take away and filled with brochures for the latest collections. This worked really well, making it easy for clients to walk away with an entire overview of the brand and products offered.

A selection of brochures from various brands

A selection of brochures from various brands

Across a range of brands, over half of all marketing literature was printed on a coated stock, marking a clear move away from use of uncoated we've seen over last few years.  A handful of brochures used an uncoated stock throughout to evoke the essence of a collection, such as Sanderson's Woodland Walk and Harlequin's Purity. 

Examples of uncoated and coated - a softer, matte feel for the left brochure (on uncoated stock); a richer, vibrant feel for the brochure (on coated stock) on the right.

Examples of uncoated and coated - a softer, matte feel for the left brochure (on uncoated stock); a richer, vibrant feel for the brochure (on coated stock) on the right.

Overall the strongest performing showrooms were those executing a confident sense of brand and style, giving enough space to showcase a collection with gentle reminders of the brand and easy take-aways to keep.