Ten-minute read
100% Optical is the UK’s largest and most influential optical industry event. It’s the place to be seen for optometrists, dispensing opticians, ophthalmologists and eyecare practice owners.
As a business owner or marketing or brand manager in the optical industry, you’re constantly seeking ways to elevate your brand, connect with potential customers and stay ahead of industry trends. Exhibiting at 100% Optical offers you a unique opportunity to achieve all these goals and more. This annual event brings together the entire optical community in the UK, along with many international manufacturers and suppliers, creating an unparalleled platform for networking, showcasing your products and gaining invaluable industry insights.
You’re not just booking a space by exhibiting at 100% Optical; you’re securing a prime position in the heart of the UK’s optical industry. Whether you’re a seasoned exhibitor or considering your first foray into this dynamic showcase event, our ultimate guide to exhibiting at 100% Optical will equip you with all the essential information you need to make your exhibition a resounding success.
We’ll walk you through every aspect of exhibiting, from understanding the event’s significance to creating an eye-catching exhibition stand that captures attention and reflects your brand’s unique identity. We’ll also share insider tips, logistical advice and success stories to help you maximise your return on investment and make a lasting impression on attendees.
Whether your goal is to launch new products, strengthen existing relationships or explore new business opportunities, 100% Optical provides the perfect stage. Read on to discover how you can make the most of this exciting event and set your business up for success.
About 100% Optical
100% Optical has rapidly established itself as the cornerstone event in the UK’s optical calendar. Since its launch in 2014, the annual gathering has experienced remarkable growth, evolving into the largest optical event in the United Kingdom. Its success is a testament to its ability to meet the needs of a diverse and dynamic industry.
In terms of scale, 100% Optical has shown impressive year-on-year growth. The 2024 edition attracted a staggering 11,725 UK and international visitors, cementing its position as a globally recognised exhibition. This growth isn’t limited to attendees; the event now boasts over 250 exhibitors representing a broad spectrum of the optical industry, from eyewear designers and contact lens manufacturers to technology providers and business services.
Its comprehensive approach to representing the industry’s essential aspects is one of the key features that sets 100% Optical apart. The event isn’t just a trade show; it’s a multi-faceted experience designed to cater to every aspect of the optical profession. In 2024, the event introduced 100% Ophthalmology, a dedicated segment for ophthalmologists, further expanding its reach and relevance.
Other notable features include the 100% Studio, sponsored by Nikon Lenswear UK, which champions independent eyewear designers and showcases the latest in fashion and innovation.
The event also offers extensive educational opportunities through its Optical Academy and Future Practice areas, providing valuable CPD points for professionals. If you’re planning ahead, mark your calendar for the 11th edition of 100% Optical, scheduled to take place from 1-3 March 2025 at London’s ExCeL. This world-class venue, in the heart of London’s historic Royal Docks, provides an ideal setting for the event, offering excellent accessibility and state-of-the-art facilities.
100% Optical is organised by Media 10 Ltd, a leading UK events and publishing company, known for innovative consumer and trade events like Grand Designs Live and the Ideal Home Show. With offices in London, Glasgow, Shanghai and Cape Town, it also publishes design magazines such as Icon and onoffice. With a focus on creativity and consumer understanding, its global events programme attracts more than two million visitors annually.
Exhibiting at 100% Optical will position your brand at the forefront of the UK’s £3bn optical market. You’ll have the opportunity to engage with thousands of optical professionals, showcase your latest products and stay abreast of industry developments. Whether you’re looking to launch new lines, strengthen your market position or forge new partnerships, 100% Optical offers a unique platform to achieve your business objectives.
About the venue: ExCeL London
ExCeL London, the host venue for 100% Optical, is a world-class exhibition and convention centre that offers an ideal setting for showcasing your optical products and services.
Located in the heart of London’s historic Royal Docks, ExCeL provides a modern, spacious environment that enhances your exhibiting experience.
When it comes to accessibility, ExCeL London lives up to its name. It’s 10 minutes from Canary Wharf and 12 minutes from the City, making it convenient for local and international attendees. The venue is well-served by public transport, with two on-site DLR stations and the newly opened Elizabeth Line providing quick and easy connections to central London and beyond. If you’re driving, there are 2,000 on-site parking spaces available, ensuring ample room for exhibitors and visitors alike.
Inside the venue, you’ll find a range of facilities designed to support your exhibiting needs. The expansive exhibition halls offer flexible spaces that can accommodate stands of all sizes, from small boutique displays to large, elaborate bespoke stand. The venue’s high ceilings and excellent lighting create an ideal environment for showcasing optical products, allowing your stand to shine.
Staying connected is crucial during an exhibition, and ExCeL London has you covered. The venue offers free, fast Wi-Fi suitable for browsing, social media and email. For more demanding internet needs, such as streaming 4K video content or hosting virtual conferences, you can choose from a range of secure and reliable internet connections for your stand. These options ensure you can demonstrate online applications or access your back-office systems without interruption.
With its prime location, excellent facilities, robust connectivity and comprehensive catering options, ExCeL London provides the perfect backdrop for your 100% Optical exhibition stand.
It’s a venue that meets your practical needs and enhances your ability to showcase your products and services in the best possible light.
Essential considerations for exhibitors
As you prepare to exhibit at 100% Optical, there are several vital aspects to consider to make your participation as successful as possible:
Booking your space
The first step in your exhibition journey is securing your stand space. 100% Optical offers a variety of options to suit different needs and budgets. When booking, consider factors such as your stand’s stand, your desired location within the exhibition hall and your proximity to complementary businesses or high-traffic areas. Remember, prime locations tend to book up quickly, so it’s advisable to reserve your space as early as possible. The event organisers can provide you with a floor plan and guidance on selecting the best spot for your brand. To book your stand space, head to www.100percentoptical.com/enquire-to-exhibit.
Budget planning
Exhibiting at 100% Optical is an investment in your business, so careful budget planning is crucial. Beyond the cost of your stand space, you’ll need to factor in expenses such as stand design and construction, marketing materials, staff accommodation and travel, and any additional services you might require at the venue. Don’t forget to allocate funds for unexpected costs or last-minute additions. A well-planned budget ensures you can create an impactful presence without overspending.
Marketing and promotion strategies
To maximise the return on your investment, it’s essential to promote your presence at 100% Optical before, during and after the event. Start by updating your website and social media channels with information about your participation. Consider creating a dedicated landing page for the event, highlighting any special offers or new products you’ll be showcasing. Email marketing is an effective way to invite existing clients and prospects to visit your stand. During the event, use social media to share live updates and attract visitors. After the event, follow up promptly with the leads you’ve gathered to maintain momentum.
Staff training and preparation
Your stand staff play a crucial role in the success of your exhibition. They’re the face of your brand and often the first point of contact for potential customers. Invest time in training your team to ensure they’re well-versed in your products, services and any special offers or demonstrations you’re planning. Brief them on your objectives for the event and provide guidelines on how to engage with visitors effectively. Consider creating a rota to ensure your stand is always adequately staffed, including during busy periods and break times. Well-prepared staff can significantly enhance the visitor experience and help you achieve your exhibition goals.
Carefully considering these essential aspects will help you make the most of your participation in 100% Optical. Remember, a successful exhibition is about more than just showing up; it’s about creating a memorable experience that resonates with your target audience and drives your business forward.
Creating an eye-catching exhibition
Your exhibition stand is your brand’s physical representation at 100% Optical. A professionally designed stand can significantly boost your visibility, attract visitors and ultimately contribute to achieving your exhibition goals. Working with a creative exhibition design agency like Exhibit Interactive can help you elevate your presence at the event and ensure a standout experience for visitors:
Expert design
Our creative team understands how to incorporate elements that reflect your brand, products and services in the best light while adhering to industry best practices. We can create clean lines, clear spaces and visual focal points that mirror the importance of vision in your industry. Our expertise allows us to design stands that guide your visitors’ eyes to key products or information points.
Modular or bespoke?
We can help you decide between modular system stands – like T3 or BeMatrix – and bespoke exhibition stands based on your specific needs and budget. We’ll explain how modular system stands are flexible and cost-effective for frequent exhibitors, while bespoke stands provide complete customisation for a unique brand presence. Our insight will help you make the best choice for your long-term exhibition strategy.
Cardboard exhibition stands
We can guide you on whether a cardboard exhibition stand might be the right choice for your brand. These innovative stands are sustainable, versatile and cost-effective. They can be fully customised to reflect your brand identity, while being lightweight and easy to transport. They’re perfect for businesses looking to reduce their environmental impact or those needing a stand that can be easily stored or recycled after use. Our expertise will help you determine if a cardboard stand aligns with your exhibition goals and brand values.
Bringing your brand to life in 3D
Our creative team excels at translating your brand identity into a three-dimensional space. We go beyond your brand colours, logo and typography to create a cohesive brand experience. With our expertise, you can expect innovative use of large-scale graphics, 3D elements and spatial design to reinforce your brand message and create lasting impact.
Integrating cutting-edge technology
Effective product demonstration is crucial in the competitive optical industry. We can seamlessly incorporate interactive technologies into your stand design. From touchscreen displays for immersive frame fitting to augmented or virtual reality experiences, we create high-impact demonstrations that leave a lasting impression on your visitors.
Lighting and visual appeal
Lighting is a critical element in stand design, and our team know how to use it well. Our expert designers understand how different lighting temperatures affect the perception of lens coatings and frame colours, helping you showcase your products in the best light. We can also design lighting schemes that enhance your stand’s ambience or create a distinct look and feel for each area if you have different zones on your stand.
Balancing aesthetics with functionality
We can ensure your stand is striking and functional. We’ll design adequate space for product displays, customer interactions and planned demonstrations. Our experience us them to create clear pathways through your stand, guiding visitors and preventing congestion, even in busy periods.
If you partner with Exhibit Interactive for 100% Optical, we’ll handle every aspect of creating your stand, from initial concept to final execution, ensuring an impactful presence that aligns with your brand and objectives. Our professional touch will transform your participation into a resounding success, helping you engage with your target audience and achieve your exhibition goals. We’ll also take care of all your on-site logistics, from transport to the venue and setting up to take down, so you don’t need to worry.
Exhibition logistics
Smooth logistics are crucial for a successful exhibition experience. This section will guide you through the key stages of setting up, operating and breaking down your stand at 100% Optical:
Setting up your stand
ExCeL London typically allows exhibitors to access the venue for setup a day or two before the event starts. You’ll receive specific timeslots based on your stand size and location. It’s crucial to adhere to these times to ensure a smooth setup process for everyone. Upon arrival, report to the ExCeL Traffic office on Sandstone Lane to obtain your Lorry Access Document (LAD), which is essential for accessing the loading areas. The following wait times apply when unloading your vehicle:
Cars – up to 15 minutes
Transit-sized vehicles – Up to 45 minutes
Lorries up to 7.5 tonnes – Up to 60 minutes
Articulated vehicles – Up to 90 minutes
Please note that the venue observes a curfew between 11pm and 5am to minimise noise for its neighbours.
Delivery information
When sending materials to the venue ahead of the event, use the following address format:
[Your Contact Name]
[Your Company Name]
100% Optical
[Your Stand Number]
ExCeL London
One Western Gateway
London E16 1XL
Ensure all packages are clearly labelled with your company name and stand number. It’s advisable to have a representative on-site to receive and sign for deliveries.
Health & safety requirements
ExCeL London adheres to the strict health and safety guidelines outlined in the AEV e-guide. Please familiarise yourself with this document before the event. You and your team must wear high-visibility jackets and safety shoes during build-up and breakdown periods. Familiarise yourself with the venue’s emergency procedures and ensure your stand complies with all relevant safety regulations.
During the event
Keep your stand staffed at all times during event hours. Ensure all exhibits remain displayed and maintain a professional appearance throughout the show. Remember, you’re only permitted to conduct business and distribute marketing materials within your allocated stand space. You need prior written consent to hand out leaflets or conduct business on the ExCeL campus, at the event entrance, in the aisles or in any other part of the exhibition hall.
Restocking and stand maintenance
Plan for daily stand maintenance before the event opens to visitors. ExCeL provides a brief window each morning for restocking and cleaning. Use this time efficiently to ensure your stand looks its best throughout the day.
Breaking down your stand
Breaking down typically begins shortly after the event closes on the final day. Wait for the official announcement before starting to dismantle your stand. Prioritise removing valuable items and dismantling delicate equipment first.
Exit strategy and timings
Similar to setup, you’ll be allocated specific time slots for breakdown and exit. Adhere to these to avoid congestion in the loading areas. Ensure you’ve arranged for the prompt collection of any rented equipment or materials that need returning.
Remember, careful planning of these logistical aspects will contribute significantly to a stress-free and successful exhibition experience at 100% Optical.
Case studies: our successful stands at 100% Optical
Learning from successful exhibitors can provide valuable insights for your own exhibition strategy. Here are some standout examples of work we’ve done at previous 100% Optical shows, demonstrating how effective stand design and execution can lead to impressive results.
Specsavers
Specsavers, a household name in optical care, consistently delivers impactful stands at 100% Optical.
Our creative solution for Specsavers was a huge, bespoke open stand space with interactive elements, including the custom-branded head shape we created for the Big Bang science fair. The stand’s centrepiece was a presentation zone featuring a seating area with furniture matching Specsavers’ distinctive green and white brand colours and a giant branded LED wall playing video content and presentations throughout the day.
Silent disco headsets were linked to the LED wall so delegates could listen to the audio content. We also integrated interactive touchscreen units with content created by us, along with bespoke video content playing on screens around the stand. A custom-made ‘buzz wire’ game with leaderboard, and a popcorn machine were also incorporated to bring extra interactivity.
Philippa Simkiss, Senior Engagement Manager, Specsavers, said of the stand: “Specsavers is all about changing lives through better sight and hearing. It was vital that our stand showcased our purpose and our expert care.
“Of course, it needed to look amazing, and we wanted it to be as sustainable as possible. The team at Ei delivered on all counts. Chris and the team understood our brief, came up with a creative concept that hit the mark and then executed it perfectly.
“It meant we could give our visitors a fun and engaging experience while maximising our presence at the event with a visually stunning stand space.”
Newmedica
Newmedica, a leading ophthalmology provider, made a significant impact at the 2024 show with its stand focusing on cutting-edge surgical techniques. Newmedica wanted a multifunctional bespoke stand with a hospitality area for networking and entertaining guests, along with interactive elements to showcase its latest technologies.
We created an ample, open stand space with comfortable bespoke seating and pergola-style wall and roof slats to create a semi-private hospitality area to one side of the stand.
The other side featured virtual reality headsets allowing visitors to take part in a simulated cataract surgery experience. We also created an array of different-sized LED screens, displaying logos and VR content when the headsets were in use, and a bespoke animated eye icon when they weren’t. The stand’s interior also featured a custom-made ‘pick & mix’ sweet store.
Paul Futers, Marketing Manager at Newmedica, said: “Working with Exhibit Interactive again was an absolute pleasure. Chris and the team’s creativity, innovation and attention to detail were outstanding, resulting in stands that perfectly represented our brand and values.
“The multifunctional design at 100% Optical provided an inviting space and showcased our latest technologies. Exhibit Interactive’s ability to understand our vision and translate it into captivating, impactful designs was truly impressive.
“Their professionalism and dedication made the entire process seamless, and we couldn’t be happier with the outcomes.”
Maximising your exhibition experience
Exhibiting at 100% Optical offers more than just a platform to showcase your products or services. To get the most out of your investment, it’s crucial to take advantage of all the opportunities the event provides. Here’s how you can maximise your exhibition experience:
Networking opportunities
100% Optical brings together a diverse range of professionals from across the optical industry. Make the most of your attendance by actively seeking out networking opportunities.
100% Optical often organises mixers, parties, and other social events. These provide relaxed settings for making new connections and strengthening existing relationships. During quieter periods on the show floor, encourage your team to visit other stands and engage with fellow exhibitors. This can lead to valuable partnerships or collaborations.
Consider hosting a small gathering at your stand or a nearby venue for key clients or prospects. This personal touch can help deepen relationships and set you apart from competitors. 100% Optical also offers a comprehensive education programme, providing valuable insights into industry trends, new technologies, and best practices.
Review the programme in advance and identify sessions relevant to your business. Ensure your stand is adequately staffed to allow team members to attend key talks. Don’t just listen – engage with speakers, ask questions and contribute to discussions. This can position you as a thought leader in your field.
If you have unique insights or case studies to share, explore the possibility of presenting at future events. This can significantly boost your visibility and credibility within the industry.
Leveraging social media during the event
Social media can amplify your presence at 100% Optical and extend your reach beyond the physical event. Develop a content calendar for before, during and after the event. Include teasers of what visitors can expect at your stand, live updates during the show and post-event highlights.
Incorporate official event hashtags (#100Optical) in your posts to increase visibility and join the broader conversation around 100% Optical. Post photos and videos from your stand, capturing visitor interactions, product demonstrations or insights from educational sessions you attend.
Follow and interact with other exhibitors, speakers and attendees on social media. This can help build relationships and increase your visibility. And consider organising a contest or giveaway that encourages visitors to share content from your stand, expanding your reach to their followers.
Actively engaging in networking, participating in educational opportunities and leveraging social media can significantly enhance your 100% Optical experience. These activities complement your stand presence, helping you to forge valuable connections, gain industry insights and maximise the return on your exhibition investment.
Post-event
The work doesn’t stop when 100% Optical ends. In fact, what you do after the event can be just as crucial as your activities during the show. Here’s how to make the most of your post-event strategy:
Follow-up activities
Prompt and effective follow-up can transform event leads into valuable business relationships. Sort your contacts based on their level of interest and potential value to your business. Personalise your outreach by referencing specific conversations or demonstrations from the event in your follow-up emails or calls.
Aim to make initial contact within 48 hours of the event ending, while your brand is still fresh in visitors’ minds. Share relevant information, such as product catalogues or whitepapers that address the specific interests expressed by each lead. Whether you’re scheduling a meeting, arranging a product demo or sending a quote, establish a clear path forward for each promising lead.
Measuring ROI
Prompt and effective follow-up can transform event leads into valuable business relationships. Sort your contacts based on their level of interest and potential value to your business. Personalise your outreach by referencing specific conversations or demonstrations from the event in your follow-up emails or calls.
Aim to make initial contact within 48 hours of the event ending, while your brand is still fresh in visitors’ minds. Share relevant information, such as product catalogues or whitepapers that address the specific interests expressed by each lead. Whether you’re scheduling a meeting, arranging a product demo or sending a quote, establish a clear path forward for each promising lead.
Planning for future exhibitions
Use the insights gained from the event to enhance your strategy for future shows. Gather feedback from all staff who attended. What worked well? What could be improved?
Review any comments or suggestions from visitors to your stand. Keep an eye out for announcements about the next 100% Optical. Early booking often secures better stand locations and rates.
And begin planning for the next event well in advance. This gives you time to implement improvements and create an even more impactful presence.
Implementing these post-event strategies will help you maximise the long-term value of your participation in 100% Optical. Remember, a successful exhibition isn’t just about the three days of the event – it’s about leveraging those interactions to drive your business forward throughout the year.
Frequently asked questions
Got a question about exhibiting at 100% Optical? Check out our FAQ below for more information:
Are there any restrictions on stand design?
While creativity is encouraged, all stand designs must comply with the venue’s health and safety regulations. Height restrictions and other specific rules can be found in your booking information from the event organiser.
Can I take photos or film at my stand?
Yes, you can photograph and film your own stand. However, if you plan to film in public areas or other stands, you’ll need to obtain permission from the venue. Visit this page for more information about filming and photography permits and complete the application form. Please allow up to three working days for your application to be reviewed and approved. Your team may need to present your permit and a form of ID to the ExCeL security team before photographing or filming.
What Wi-Fi options are available at the venue?
ExCeL London provides free Wi-Fi suitable for basic browsing and email. For more demanding internet needs, you can purchase dedicated connections through the ExCeL website.
Will I have to pay ULEZ?
ExCeL London is located within the Ultra Low Emissions Zone. Click here to check whether your vehicle is subject to the ULEZ charge and find out how to pay.
What are the parking options at ExCeL London?
ExCeL London offers on-site parking for cars and small vans up to 1.9m high, with more than 3,000 parking bays, 88 blue badge spaces and 60 cycle racks on-site. Parking costs £25 per vehicle, per entry, per day, with some exceptions. For larger vehicles, there are designated areas in the marshalling yard. Booking your parking online is the only way to guarantee a parking space. There’s an £80 fine for parking in a disabled bay without displaying a valid disabled badge.
What accommodation options are available near ExCeL London?
There are several hotels within walking distance of ExCeL London, catering to various budgets. To check availability and rates, visit www.excel.london/exhibitor/hotels. The official 100% Optical website often provides links to preferred hotels with special rates for exhibitors.
What catering options are available for my stand?
All food and drink consumed on-site must be purchased from the retail units at the venue, except for items brought by individuals for personal consumption only.
Stand and hospitality catering at ExCeL is provided by ExCeL London Hospitality (ELH), the venue’s official in-house caterer. They offer a range of options, from simple refreshments to full hospitality packages, which can be delivered directly to your stand. Exhibitors aren’t permitted to bring their own alcohol, soft drinks or food to the venue.
How can Exhibit Interactive help you get ready for 100% Optical?
Participating in 100% Optical offers the chance to position your brand at the forefront of the optical industry, forge valuable connections and gain crucial insights that can drive your business forward. At Exhibit Interactive, we understand that your exhibition stand is more than just a physical space – it’s a powerful tool for communicating your brand’s identity, showcasing your products and connecting with your target audience.
As a creative exhibition design agency specialising in bespoke and modular exhibition stands, we’re passionate about helping businesses like yours make a lasting impression at events like 100% Optical.
Our team of experienced creatives, project managers and installers work collaboratively to bring your vision to life. We pride ourselves on our ability to understand your unique needs and translate them into stunning, functional exhibition spaces that align perfectly with your brand and objectives.
We’re your strategic partner in creating memorable exhibition experiences. Whether you’re a first-time exhibitor at 100% Optical or looking to refresh your presence at the event, we’re here to help you achieve your goals.
Ready to start planning your presence at the next 100% Optical? We’d love to hear from you. Contact our friendly team to discuss your vision and how we can bring it to life.
