Tent is a new event consultancy which has taken the design world by storm. Owned jointly by Ian Rudge, founder of 100% Design and Jimmy MacDonald, founder of 100% East, the pair organise and promote design exhibitions building on their respective expertise. Rudge nurtured 100% Design from its humble beginnings in a tent on the Kings Road to an internationally acclaimed exhibition with sister shows in Tokyo and Moscow. MacDonald's eye for innovation and raw, young talent made 100% East, the 'must see' show of London Design Week 2006. Together they brought in sponsorship, introduced successful collaborations with clients such as the Victoria and Albert Museum, Nokia, Renault, LG, SunCorp and DuPont. Both are well known for their creative collaborations, from injecting new energy into international businesses to helping designers at the beginning of their careers to establish themselves.

“We have created a new event: somewhere that’s actually fun, and communicates the excitement of the design industry; the antidote to the corporate world of event organisers,” Rudge comments.

“It’s also crucial that we can adapt to meet the requirements of the current market – the industry is at a time of considerable change, and a small flexible company can adapt to meet these changing needs. Also, it’s nice to build up a genuinely personal relationship with your clients and suppliers without the usual corporate pressures.”