The practice was commissioned to create an exhibition stand for 100% Design in London called 'Directors Cut, a new concept'.
It's premise was to showcase the 'best of British' in design or in manufacture, ten in total. Exhibitors included launching the Design Guild Mark, manufacturers including Vitra, Established & Sons along with designers such as David Chipperfield, Nigel Coates and Barber Osgerby. In creating the stand the idea was to have a white background so that the individual pieces could be choreographed on raised plinths. At the same time, it was an enclosed stand creating drama and surprise upon entering, only being glimpsed from the outside. This approach encouraged visitors to the stand, making it the most visited exhibitor stand within the entire show.