PARTNER INFORMATION PACK 18 - 26 September 2021 LONDON DESIGN FESTIVAL 2021
18-26 SEPTEMBER 2021 #LDF21 74 18 - 26 September 2021 About the Festival
London Design Festival celebrates London as the design capital of the world.
The 19th edition of the Festival takes place 18-26th September 2021, and will continue to support the design community as the world recovers from the global pandemic. As one of the only design events that took place in 2020, our event adapted to provide a platform for designers to showcase their work through physical and digital means, further anchoring London’s position as the design capital of the world.
“The energy of the community coming together is sure to feel more powerful than ever with conversations encouraging us to think about how design can work for a better future.” - Wallpaper* on the 2020 edition.
2 Image: ‘Please Feed the Lions’ by Es Devlin, supported by Google Arts & Culture, 2018 18 - 26 September 2021 Our Audience
London Design Festival is a pillar in the global cultural calendar. The Festival has developed a global reach of over 1.1million people.
From design-conscious consumers to higher education students, culturally curious explorers to enthusiasts, the Festival brings together a diverse audience of creative industry professionals.
Profile: Male/Female: 48:52
Age: 25-54, 72%
Residence: UK 78% International: 22%.
Reason for visit: to be inspired (59%), to learn something (44%), to be stimulated (40%), for self actualisation (38%), with 43% stating that design is an important part of who they are.
3 Image: ‘Life Labyrinth’, by PATTERNITY, supported by Victoria and Victoria and Westminster BID, Materialise Creative Design and Tarkett, for LDF19 18 - 26 September 2021 We have a Global Reach of over 1.1million people
Global Reach In 2019*, London Design Festival had over one million visits from 75 countries. The event drove 120,000 visits to the V&A alone. 292k Instagram followers 161k Facebook followers 145.5k Twitter followers 50k Newsletter subscribers
In a pandemic year the hashtag #LDF20 achieved a global reach 1.6 million with over 14.8k individual posts using the hashtag on Instagram alone. In 2020 LDF was mentioned in 40 different countries. Pageviews*
4 *we have included 2019 figures as 2020 was an unusual year. 18 - 26 September 2021 Press Results from London Design Festival
Press Results
London Design Festival attracts journalists, influencers and PR from local, national and international media outlets, creating a global circulation of over 1.8 billion and an AVE of over £14million.
• Dedicated supplements from publications such as FT Weekend and the Observer Magazines.
• Published editorial in titles including Dezeen, FT, designboom, ICON, Wallpaper*, ArchDaily, Elle Décor, Architectural Digest.
• Features and picture stories included in major national newspapers including The Independent, Time Out and The Guardian.
• International press coverage in publications such as the The Times, The New York Times, CNN, El País, La Stampa, Forbes, Le Monde, HuffPost, Vogue, GQ, Vanity Fair, Corriere Della Serra, Stylist Elle Décor, AD Spain and Middle East, CAN Taiwan, Casa e Jardin. LDF20 Hero Coverage
5 HOW TO BECOME A FESTIVAL PARTNER
LONDON DESIGN FESTIVAL 18-26 SEPTEMBER 2021 18 - 26 September 2021 What is a Festival Partner?
We support physical and digital activities from a wide spectrum of disciplines. Our Festival Partners include independent designers, institutions, local and global brands, boutique shops, thought leaders, students and more.
Partners create the foundation of the Festival by connecting the city with a variety of independently staged activities including: exhibitions; installations; webinars; product launches; workshops; talks; virtual and walking tours; late night events, open studios and more.
Partner activities are held across a diverse range of venues including trade fairs; galleries; museums; shops; showrooms; studios; markets; restaurants; pop-ups; agencies; warehouses, and via various digital platforms.
7 18 - 26 September 2021 Why partner with the Festival?
London Design Festival helps you tell your story.
All Festival Partners benefit from being part of a programme which reaches an audience over a million people. As an official Festival Partner, you become part of an important network and community.
—REACH NEW AUDIENCES London Design Festival is at the forefront of design and attracts a discerning audience.
—AFFORDABLE PARTNERSHIP Our Festival Partner packages offer affordable cross- channel marketing strategies to promote your activity to a wide audience.
—EXPOSE YOUR EVENT We work hard to expose your event, not only to our Festival audience of over 1.1 million people, but to our international press network via our press portal accessed by 3000+ media contacts.
—BRAND ASSOCIATION Associate your brand with LDF and design excellence. Increase awareness and raise your profile to the design community and general public.
8 Image: ‘The Tournament’ by Jamie Hayon supported by Bosa for LDF09 18 - 26 September 2021 What are Design Districts?
Design Districts are an essential part of the Festival’s fabric. Each with its own character, Design Districts offer a cluster of design-related activities within walking distance of each other, enabling visitors to discover new areas of the city.
A Design District consists of 10+ Partner activities.
You can become part of a District if your activation is within a participating District catchment area.
Districts*:
Bankside; Battersea and Nine Elms; Brompton; Chelsea; Fitzrovia; Islington; Kings Cross; Mayfair; Marylebone; Pimlico; Paddington; Regent Street and St James’s Street; Shoreditch; Southwark South; Soho; Carnaby; Seven Dials; Victoria and Walthamstow.
*Varies from year to year and dependant on number of Partners in the area.
9 18 - 26 September 2021 What are Design Destinations?
Design Destinations are trade shows and fairs that take place during the Festival.
These are the commercial pillars of the Festival and are key meeting places for designers, manufacturers, buyers, specifiers, the media and design enthusiasts to discover new product releases and identify current trends.
If you’re looking to take part in a trade fair, the Festival team can advise on which Design Destination would best suit your business.
Please contact the Partnerships team for more information.
Selection of images from previous Design Destinations including designjunction, Focus and 100% Design
10 FESTIVAL PARTNER PACKAGES
LONDON DESIGN FESTIVAL 18-26 SEPTEMBER 2021 18 - 26 September 2021 Whats new? Partner Packages
Four new Partner Packages to make your activities stand out and reach new audiences. As a Partner event you can choose to be Listed, Highlighted, Featured or Championed by the Festival. All packages are designed to maximise how audiences engage with your activities no matter your budget.
Each package includes a listing online and in print as standard, and the new offering gives you the opportunity to further boost your presence based on your specific needs.
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Image: ‘Spun Seats’ by Thomas Heatherwick, Credit Susan Smart 18 - 26 September 2021 Whats new? digital boost
New website
At the core of the new website will be the Activity Finder and Interactive Map.
All of the Festival activities, from on and offline events to landmark installations and meeting places, will be accessible via one unique search engine. The activities associated with a physical location will be displayed on the Interactive Map, allowing participants to plan their Festival experience both via the listing and geographically. On top of that, Partners will have a year-long presence in the Design Directory. Newsletter & social media
Depending on the type of Partner Package you select, your activities will be supported via the Festival’s Newsletter and social media presence (Instagram, Twitter, Facebook, LinkedIn). Each channel offers the possibility to reach audiences with different interests and age groups. Furthermore, Partners that opt for the Championed Package will benefit from a comprehensive digital outreach plan curated by our Creative Lab, part of the Festival’s marketing team.
13 18 - 26 September 2021 Whats new? editorial & print
New printed listings New LDF publication
To simplify navigation around the Festival, and to complement the In addition to the printed listings, we’ll have an editorially-led print online listings and Interactive Map, for 2021 we are creating a free publication that will offer a more in-depth narrative of the Festival. printed listing and map to carry along as you explore the many Imagine interviews, behind the scenes photography and more, all activities throughout London. This will be distributed to key packaged up and designed by award-winning design studio, locations across London as well as all physical Partner activities. Pentagram.
14 18 - 26 September 2021 London Design Festival Partner Packages 2021
HIGHLIGHTED ONLINE £1,200+VAT (Introductory offer for LDF21)
LISTED ONLINE LDF WEBSITE Dedicated activity page with your supplied assets £550+VAT Pinned on interactive map (Introductory offer for LDF21) Included in the Event Finder and searchable LDF WEBSITE Dedicated activity page with your supplied assets. DESIGN DIRECTORY Pinned on interactive map. Year-long listing on the Digital Design Directory Included in the Event Finder and searchable. DIGITAL BOOST DESIGN DIRECTORY A social post or Instagram story (before the Festival) Year-long listing on the Design Directory. Featured in a LDF Newsletter
PR AND MEDIA PR AND MEDIA Your Press Release & Images hosted on the LDF Press Hub. Your press releases & images hosted on the LDF press hub Partner Communications toolkit. Partner Communications toolkit
PROMOTIONAL ASSETS DELIVERED TO YOU PROMOTIONAL ASSETS DELIVERED TO YOU Listings. Listings. Freestanding LDF indoor/outdoor sign (and collected post- Freestanding LDF indoor/outdoor sign (and collected post- Festival). Festival). LDF signage stickers. LDF signage stickers. 15 18 - 26 September 2021
CHAMPIONED ONLINE £5,500+VAT (Introductory offer for LDF21)
FEATURED ONLINE LDF WEBSITE £2,500+VAT Featured on LDF homepage. (Introductory offer for LDF21) Dedicated activity page with supplied assets curated by our Creative Lab Pinned on interactive map. LDF WEBSITE Included in the Event Finder and searchable. Dedicated activity page with your supplied assets, curated by our Creative Lab. ADDITIONAL BENEFIT Bespoke promotional opportunity with LDF. Activity pinned on LDFs interactive map. (e.g. Podcast episode, speaking opportunity at GDF) Included in the Event Finder and searchable. DESIGN DIRECTORY DESIGN DIRECTORY Year-long listing on the Digital Design Directory. Year-long listing on the digital Design Directory. DIGITAL BOOST DIGITAL BOOST Comprehensive and curated social media plan designed for you by our LDF will promote you with a social post across each of its social in-house marketing team and our Creative Lab. channels (followers totalling 710k+) between August and November Multiple posts across our channels including, Instagram, Twitter, 2021. Facebook and Linkedin). Featured in 2 newsletters (1 during the Festival). Featured in a newsletter (week before the Festival). 1 branded solus newsletter.
PR AND MEDIA PR AND MEDIA Your press releases hosted on the LDF press hub. Mentioned in the LDF Press Release. Partner communications toolkit. Your press releases hosted on the LDF press hub. PROMOTIONAL ASSETS DELIVERED TO YOU Partner communications toolkit. Publication & listings. PROMOTIONAL ASSETS DELIVERED TO YOU Freestanding LDF indoor/outdoor sign Publication & listings (and collected post-Festival). Freestanding LDF indoor/outdoor sign LDF signage stickers. (and collected post-Festival). LDF signage stickers. 16 18 - 26 September 2021 Concession Partnerships and Discounts
Concession Partners are eligible for a 30% discount on any package. London Design Festival is committed in supporting students, emerging designers, small and new businesses and charities. We offer a generous discount rate on any of the three Festival Partners Packages.
Who Qualifies:
• Students
• New graduates
• Schools and universities
• Charitable fundraising projects
• New businesses and organisations under a year old
If you believe you qualify for a concession rate, please contact the Partnerships team for a unique discount code.
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Image: ‘Sea Things’, by Sam Jacobs at V&A, supported by SAP for LDF19 18 - 26 September 2021
LDF21 Festival timeline Dates are subject to change
ONGOING Register your interest
SEPTEMBER 11: Sign up and content deadline for online partners w/c 13: Distribution of listings and publication and signage 18-26: London Design Festival w/c 27: Collection of all free-standing signs
OCTOBER 15: Feedback survey deadline
*All printed content will be frozen on this date and change will not apply.
18 Image: ‘Maestro’ by Lee Broom, launched at LDF20 NEXT STEPS
NEW PARTNERS To create your partner account visit: https://programme.londondesignfestival.com/partners/sign_up
• You will need to provide your contact details and a short description of what you have planned • Once your profile has been created, go to "Add an Activity" (lower right corner) and you'll be prompted to pick and purchase your chosen package
EXISTING PARTNERS Log in to your Partner Dashboard: https://programme.londondesignfestival.com/partners/ (the new system is active as of 9 August 2021. If you had an account in the old dashboard previous to that date, you’ll have to sign up as a new partner) If you have forgotten your password, you can reset it here: https://programme.londondesignfestival.com/ partners/ password/new
For further information contact: LONDON DESIGN FESTIVAL Bree Gray 18-26 SEPTEMBER 2021 [email protected]