If you’re like us, and believe that the fine boutique hotels of the world set the standard for interior design and hospitality on a grand scale, then you’ll be checking into 100% Hotel, one of the main curated displays at this year’s 100% Design South Africa. 

The idea behind 100% Hotel, explain the show’s curators Cathy O’Clery and Laurence Brick of Platform Creative Agency, is that interior design firms and hotel groups can come and see the latest design thinking relating to hotel experiences. In a sense, 100% Hotel is the benchmark for discerning would-be guests and hoteliers alike. Hospitality design is a superb and considerable challenge for any interior designer – and when it’s done right, the aura that surrounds great hotels is unmistakable.

This year, Cathy and Laurence have invited local design luminaries Greg Gamble and Philippe van der Merwe – otherwise known as Tonic Design – to bring a concept scheme for a hotel to stylish life. And the ELLE Decoration team is extremely proud to be associated with the event, as the official media partner for the 100% Hotel stand, which will be on view from 5-9 August at the Gallagher Convention Centre in Johannesburg.


Greg and Philippe have worked together for more than a decade and recently held a retrospective of their work at the FADA Gallery at the University of Johannesburg. They are best known for their tastefully appointed and extremely popular SLOW lounges for British Airways. Most recently, the studio completed the new tasting room at Babylonstoren in the Cape Winelands. While they are known for landmark interior design projects, they also design and manufacture award-winning furniture.

‘Our quest is always for formal simplicity and proportion,’ says Philippe. ‘We are excited to apply these considerations to a conceptual scheme for a hotel interior. 100% Hotel will allow us to showcase pieces of our own design that both express our philosophy and solve the particular interiors challenge at hand.’

Besides 100% Hotel, the show features an equally incredible line-up of leading local designers, including Dokter and Misses, Joe Paine, Egg Design, Douglas & Company, Pichulik, Meyer von Wielligh, Willowlamp, Wiid Design, Inhouse Brand Architects, Jacket Interiors, Design Team and scores more. Another go-to exhibit is the new Design Supermarket arena, where just-launched pieces can be snapped off the shelves…


Visit the website: 100percentdesign.co.za

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5-9 August, Gallagher Estate, Johannesburg

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The Africa Issue is a celebration of the future of design in Africa and its potential to drive change. We explore the concept of ‘Africaness’, what this means for our aesthetic. We also  dream big with bedroom inspiration and take you on a tour of homes that truly embrace the spirit of the continent. Pick up your copy today and tell us what you think on Twitter @Elle_Deco using #AfricaIssue.