How to Choose the Right Design Show: A Guide for Brands and Designers Entering the UK Market
- Alla Yaskovets
- Oct 10
- 8 min read
Why Design Shows Still Matter
In a world saturated with online launches and digital marketing, design shows remain the most powerful way to build real connections - between brands, designers, editors, distributors, and clients.
For those entering the UK or international design market, shows are not only about displaying products - they are about positioning and visibility. These are the places where you will be noticed by interior designers, press, stylists, end-consumers, and design bloggers.
As a PR specialist, I can say with certainty: if your brand is seen at major design shows, your chances of appearing in magazines’ “new product launch” sections instantly double. Editors watch these events closely, using them as a filter for what’s trend-forward.
Each show attracts a different audience, tells a different story, and opens different doors. This guide will help you understand where your brand fits best - whether you’re just starting out or expanding internationally.
New Designers (July)
Let’s start where new ideas are born—at New Designers, hosted every summer at the Business Design Centre in Islington, London.
It’s primarily known as a graduate show, but don’t be misled: it’s far more than that. Alongside students from top design schools, you’ll meet skilled craftsmen, carpenters, and makers who decided to start fresh and step into design.
For brands, this show is a goldmine for discovering emerging talents and future collaborators. Major retailers such as John Lewis regularly visit the show, searching for fresh ideas and potential partnerships.
If your brand wants to connect with the next generation of creators, spot new design trends early, and be seen by the right eyes - New Designers is the place to begin.
Clerkenwell Design Week (May)
Next comes Clerkenwell Design Week, set in one of London’s most creative districts. It’s an energetic, design-driven event known for its urban atmosphere and commercial focus.
Traditionally a platform for young brands, Clerkenwell now attracts an increasingly diverse mix - from boutique furniture makers to established luxury names exploring its dynamic audience. This spring, I met Maie Living there - an example of how craftsmanship and modern luxury aesthetics can thrive in this vibrant context.
Every year, new locations and historic venues join the program, creating a perfect mix of industrial charm and refined presentation. For 2025, two new historic spaces have been added to the festival map: The Church of Design, bringing a sense of reverence and creativity under one roof, and The Charterhouse, a centuries-old landmark offering a beautifully atmospheric backdrop for contemporary design.
For emerging brands, Clerkenwell is ideal to test ideas, meet interior designers, and position yourself within the lively rhythm of London’s creative scene.
Shoreditch Design Week (September)
Organised by the team behind Clerkenwell Design Week, Shoreditch Design Week is one of London’s most exciting new design events, 2025 capturing the creative pulse of East London.
The show unfolds across three main venues, with the most popular among interior designers being Shoreditch Town Hall, where brands from experimental start-ups to luxury studios present their latest collections.
The atmosphere is dynamic, youthful and open - perfect for brands exploring sustainability, innovative materials and art-led design.
From a PR and marketing perspective, Shoreditch Design Week is a friendly, open space where brands can connect not only with interior designers and industry professionals but also with end consumers who are genuinely curious about design.
As a newer event, it carries a mix of everything — from experimental studios to established names. That blend gives it a fabulous energy, making it a perfect choice for brands that speak to both B2B and B2C markets and want to share their story with a broader audience.
London Design Week at DCCH (March)
Each March, London Design Week transforms the Design Centre, Chelsea Harbour (DCCH) into the beating heart of British interior design. Every showroom unveils its new spring–summer collections, hosting talks and presentations and for interior designers and design journalists.
For brands not permanently based in DCCH, DCCH offers a curated pop-up area (Design Avenue) dedicated to external exhibitors. It’s traditionally a space for textile and rug brands, though furniture and lighting companies also take part occasionally. In fact, in 2025, lighting designer Martin Huxford presented his new collection here for the first time - and his success proved how powerful this platform can be for brands ready to stand out.
DCCH remains one of the best B2B trade environments in the UK, attracting a highly professional audience of interior designers, decorators and specifiers. For brands focused on building long-term industry relationships and positioning within the luxury design market, this is one of the most strategic places to be.
WOW!house (June)
Held each summer at the Design Centre, Chelsea Harbour, WOW!house is truly one of a kind - the only show in the world dedicated entirely to interior designers. There’s no real analogue in Europe; the closest comparison is New York’s Kips Bay Decorator Show, but WOW!house goes further. It’s not about decoration - it’s about architectural design, spatial storytelling,and vision.
Each participating interior designer creates a complete room that reflects their signature style and design philosophy, turning the space into a three-dimensional expression of their talent. Sponsors, in turn, have the opportunity to showcase their products within these perfectly curated environments - pieces placed not in isolation, but within the designer’s full creative concept.
What makes WOW!house especially inspiring is its mix of established and emerging names, offering visitors a rare chance to see the full spectrum of British interior design talents in one place.
Running for a full month, WOW!house attracts both industry professionals and design enthusiasts, making it a true celebration of interior design as an art form.
Focus/25 (September)
Aligned with the London Design Festival, Focus at DCCH attracts a broader and more international audience, bringing together designers, editors and design lovers from around the world.
While the program mirrors March’s London Design Week, the September edition feels busier, more vibrant, and more powerful. It’s the season when brands unveil their autumn–winter collections, and when the entire Chelsea design district comes alive with installations, talks, and events that form part of the wider LDF program.
The Design Avenue continues to host a rich mix of external exhibitors, making it a valuable platform for brands not permanently based in DCCH to present their work to an engaged and diverse professional audience.
For brands seeking international exposure and meaningful connections, Focus/25 offers the perfect moment to showcase new collections within the energy of London’s design season.
London Design Festival (September)
Every September, London Design Festival (LDF) transforms the entire city into a celebration of creativity. The festival divides London into ten design districts, each with its own character and rhythm - from Mayfair’s refined luxury to Clerkenwell’s creative energy. Across the city, showrooms, pop-ups and large-scale installations turn streets into a living design map.
For brands, LDF is an opportunity to choose a location that truly reflects their identity and connect with the right audience. Positioning matters: to make the most of the festival, you need to understand the soul of each district - whether it’s the heritage-driven tone of Chelsea or the cutting-edge atmosphere of East London.
Every year, new venues join the festival, adding fresh perspectives to its vibrant program. In 2025, the highlight is the Brompton Design District and its elegant new venue, The Lavery - a beautifully designed space with multiple exhibition areas, a restaurant, and close proximity to the V&A Museum, which is the festival’s creative heart.
Decorex International (October)
Held at Olympia Kensington, Decorex remains one of the key trade fairs for interior design professionals. It combines high-end exhibitors with a strong Design Talks program, often moderated by editors of leading interiors media.
The fair attracts both British and international brands, offering opportunities for networking and press exposure. Every year Decorex invites designers to contribute creatively — in 2025, Adẹ̀kọ́ & Co. designed the VIP Lounge.
Treasure House Fair (June - July)
I would love to finish this article with a review of three collectible design events, just as we started with shows for emerging brands. These fairs highlight where design meets art and craftsmanship at the highest level.
Treasure House Fair unites galleries of Frieze calibre, bringing together antiques and contemporary collectible design in a refined and inspiring setting at the Royal Hospital Chelsea. It is a truly cross-disciplinary fair: jewellery, design, works of art, and even classic cars sit alongside paintings from all periods. These fairs are an increasingly rare breed - a counter-narrative to the relentless one-a-week contemporary art circuit, which often dominates attention and press coverage. Treasure House provides a thoughtful, curated space where design, history, and craftsmanship can be appreciated together.
PAD London (October)
PAD London is one of the most anticipated design events of the year — a true celebration of collectible design. Set in the heart of Mayfair, this boutique fair embodies luxury and theatricality, creating an atmosphere where design becomes an experience.
The fair is highly selective, with galleries undergoing a rigorous curatorial process to exhibit. For designers represented by these galleries, PAD can be career-defining, offering unparalleled visibility among collectors, interior designers, and the international press.
While PAD Paris remains its long-standing counterpart, many French and European galleries now prioritise PAD London for its global audience and vibrant energy. Before the pandemic, the brand also ran PAD Geneva, but today focuses on its two flagship editions — in Paris and London — making each fair more concentrated, exclusive, and impactful.
Frieze Art Fair (October)
I’d love to finish this review by mentioning the most important art event of the year — Frieze Art Fair While primarily art-focused, Frieze has grown into a cultural phenomenon that increasingly embraces collectible design and cross-disciplinary creativity.
The fair unfolds across three parts:
Frieze London, spotlighting emerging and mid-career artists;
Frieze Masters, dedicated to established galleries and historical works;
and Frieze Sculpture, an open-air exhibition in Regent’s Park showcasing large-scale installations and public art.
Though not a design fair in the traditional sense, Frieze is essential for brands and designers seeking to understand the broader visual culture that shapes taste, trends, and conversations in art and design. It attracts the world’s leading collectors, curators, interior designers, and creative directors — making it an unmatched source of inspiration and networking.
Frieze London is where art, design, and cultural influence converge, closing the year’s design calendar with energy, sophistication, and global perspective.
How to Choose the Right Show for Your Brand
Not every show suits every brand. The key is to match your audience, goals and positioning.
Brand Type | Ideal Shows | Why |
Emerging / Young Brands and designers | New Designers, Clerkenwell, Shoreditch, London Design Festival | Dynamic audiences, early exposure, great for networking |
Luxury Brands B2B | DCCH (Focus/London Design Week), Decorex | Trade professionals, editors, specifiers |
Sustainable / Experimental B2C | Shoreditch Design Week, London Design Festival | Story-driven, press-friendly, wide audience |
Collectible / Gallery-Level | PAD, Treasure House, Frieze | High-end collectors, curators |
Interior Designers | WOW!house | Open for public, oppurtunity to find aclient |
Before committing, define:
Who is your primary audience — trade, press or end clients?
What’s your main goal — awareness, sales or partnerships?
How do you want your brand to be perceived — emerging, luxury or avant-garde?
Your answers will guide your participation strategy — and the right show will become part of your brand story.
Final Thoughts
Each design show tells a story about creativity, collaboration, and ambition. Choosing the right platform is not just about visibility - it’s about strategic storytelling.
If you’re planning to enter the UK or international design market and want to find the perfect stage for your brand, let’s connect. I help design and home brands navigate PR, positioning and event strategy - so your presence isn’t just seen, it’s remembered.
Comments