On the occasion of London Design Week (21-24 September), a group of Japanese designers and manufacturers occupied a booth at the 100% Design London exhibition. Their participation in this event was arranged by the Design Association (DA) of Japan and sponsored by JETRO with a view to further promoting the Tokyo design scene in the UK.

DA has been organising Tokyo Designer��s Week (the biggest design event in Japan) for more than 20 years and is fully committed to promoting the design business, creating a design culture and fostering the next generation of designers.

At the exhibition��s Japan Stand, the setting for Tokyo Designer��s Week in London, nine exhibitors were represented, including some from 100% Design Tokyo 2006. Their works gave a flavour of the exciting Tokyo design scene, which is currently receiving more attention than ever from architects, designers and design corporations abroad.

The exhibitors at the Japan Stand comprised a variety of corporations and other organisations, and their offerings included architectural, product and interactive designs. One exhibitor presented a range of new products combining elements of Japan��s superb traditional crafts with the innovative ideas of art school students. Another offered everyday objects such as light bulbs redesigned in a highly creative way. The displays also featured a number of unique items of furniture.

The Japan Stand attracted a great deal of interest from the British media, buyers and the general public. The exhibitors also derived much inspiration from the offerings at other booths. Several of them received offers from interested buyers, and their future business and international profile will surely benefit as a result of this event.

On addressing the welcoming reception for participants at the Ambassador��s residence, which was attended by many leading figures from the British design and architectural industries, Ambassador Nogami remarked: "I understand that 100% Design is an event through which we 'can catch up with old friends, be inspired by new ideas and catch a glimpse of the future'. So I hope that, as well as meeting old friends, you will also make new friends tonight, continue to be inspired through contacts in Japan and the United Kingdom and that our future remains vibrant."