100% Design

19-22 September 2018 | Olympia London


Emerging Brands Spotlight: Stephen Johnson Design

Emerging Brands Spotlight: Stephen Johnson Design

Stephen Johnson logo

Introducing Stephen Johnson Design - The brand celebrates how design can serve our emotional as well as physical needs. We talk to designer Stephen Johnson about his playful products and the inspiration behind them.

About Stephen Johnson Design

1)   Introduce your company:

Stephen Johnson Design is about design not just serving our physical needs, but our emotional ones too. Though materials and processes SJD offers furniture and lighting to inspire and captivate.

2) Talk us through your latest product/s:

This year at 100% Design I’ll be debuting PLAY. Years in development it features an exclusive material we’ve developed that mimics the colourful play-doughs we all had as kids, but with great strength and rigidity. For 100% we’ve incorporated the material into giant domed pendent lights resulting in unique explosion of play dough colour. And as well as PLAY we’ll be showing for the first time our signature Happy Happy bows now available as beaming decorative lights.


3) What goals would you like to achieve for your company in the future?

PLAY is a material and range with an infinite amount of application. It’s incredibly versatile so we’ll be developing more products using it. So high end, high quality designs that captivate and inspire. But I’m to increase our collaborations with other companies by designing for them too.

About 100% DESIGN

4) Why did you choose to exhibit at 100% Design?

100% Design is the largest, most tried and tested show during the London Design Festival. It’s not just about London, it’s about the rest of the world. It attracts all the visitors one would want when putting out all new products.


About the industry

5) A recent ‘Dezeen’ Article has highlighted the fact that the vast majority of designers are under 40 - Do you feel that design lacks maturity?

I’m launching a product called PLAY inspired by my childhood and obsession with play-dough… need I say more!

6) In contemporary society an online presence is key in order to grow your design firm – How do you utilize the internet to increase your customer base?

I’m all for creative discourse. The more we talk about design the better. Social media or the internet has made this fluid and super charged. Not only between those engaged directly with design like fellow designers, buyers and journalists but the general public. I love engaging with the public via Facebook and Instagram about my output.

About the individual

7) What made you want to become a designer?

I couldn’t really do anything else. I’m so dyslexic it’s ridiculous. I spent most of my days in school creatively starved. I’d sit in class planning what I could make when I got home. I’d create from whatever I could get my hands on… Lego, mud, nails or snow. The new PLAY collection is very much a continuation of this approach. It’s about being intuitive and in the moment.

8) Establishing networks is important for an emerging design firm – How did you go about growing yours?

There’s a million ways to do this but for me it’s ultimately about producing work and getting it out there for people to see. The rest is organic. I like my work to have it’s own life. Put it out there and see what happens. I guess that’s the creative maker in me.





Event Partners



Media Partners