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Tent London trade show launches Shop Tent ecommerce platform for exhibitors' work
News: design trade show Tent London has launched an online shop dedicated to products created by current and previous exhibitors, which it claims is the first of its kind.
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Tent London takes place at the Old Truman Brewery in east London each September during the London Design Festival and presents interiors products by a curated collection of designers and brands alongside installations, talks and seminars.
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Responding to the difficulty that many of the independent designers who exhibit at the annual event have attracting customers to their personal e-commerce sites, Shop Tent uses the established Tent London brand to attract visitors to browse work by its exhibitors.
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"All too often, visitors see designers at Tent London, then they disappear for the rest of the year," said Tent London founder Jimmy MacDonald. "Shop Tent enables us to establish a strong community, connecting designers with design lovers and a platform on which our designers can build their businesses."
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The show's organisers were keen to avoid creating an online shop that bombards visitors with sales talk. "We wanted instead to create a bona fide site exclusively for our exhibitors and we are the only show to offer this," MacDonald added.
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Products are presented in straightforward catalogue-style format, categorised by typology and then listed alphabetically by designer.
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Content provided by the sellers will be refreshed regularly and curated by Tent London to maintain visual consistency and ease of navigation.
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The shop's graphic identity employs the same visual language as the Tent London site, with a geometric logo and simple menus.
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The organisers plan to develop a responsive version of Shop Tent for mobile devices that could be used by exhibitors to complete sales during the event, while those exhibiting as part of a collective will be able to create a dedicated area on the site.
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Shop Tent officially launches tomorrow and the next edition of Tent London will be held from 18 to 21 September 2014 during the London Design Festival.
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