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A visionary event

100% Optical 2019

Event overview

2019 marked the 6th anniversary of 100% Optical a show designed by the profession for the profession. The event filled a gap in the market for an annual gathering of optometrists and opticians interested in clinical education, business advice and fashion eyewear. With a total UK audience of 50,000 practitioners the focus for growth is on ensuring that 100% Optical becomes a must attend event for optical professionals of all levels attracting international visitors, whilst retaining the core domestic visitors.

A successful recipe

The ‘one stop shop’ of an extensive exhibition of over 200 suppliers featuring optical equipment, as well as both the major eyewear brands and small independent designers, advice clinics for those visitors running their own business and The Association of Optometrists world class education programme, has been a winning formula for 100% Optical.

In 2019 as a result of visitor feedback, the clinical education seminars held in the halls were more widely spaced to enable visitors to spend more time in the business advice clinics and the exhibition. Three catwalk shows a day add vibrancy to the show and provide suitable opportunities to showcase the very latest eyewear product launches.  Outside of the scheduled shows, the models appeared in flash mobs in the middle of the exhibition itself. Following the Saturday night party, a Rockaoke session in The Fox on the ExCeL campus raised money for an optical charity.


Over 9,000 visitors.


International visitors.


Daily catwalk shows.



Visitor engagement

Every year about 10% more visitors come to the show. A post show survey has indicated overall visitor satisfaction is strong with the average score sitting comfortably above the industry and sector benchmarks. 

Sustainability ranks highly as a concern for visitors, so exhibitors are issued with a sustainability policy requirement. ExCeL’s commitment to recycling 100% of waste, reducing the use of single use plastics and decreasing energy use ensures that the venue ranks strongly on the post event survey. Travel connections to and from ExCeL and in-venue services such as the retail food outlets also score highly.  

“We had a vision for 100% Optical that is being realised with the help of ExCeL. Operationally we rely on our longstanding relationship with our event manager at ExCeL to smooth the waves and create a seamless experience for our visitors and exhibitors. ExCeL is the perfect location for us to fulfil our long-term ambition for attracting more international visitors and grow our event. We’re looking forward to 2020, THE year for all things optical,”

Nathan Garnett, Event Director, Media10.

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