AOP and Media 10 set out a bold vision for the future of 100% Optical

AOP and Media 10 are delighted to announce that successful partnership on 100% Optical will continue until 2019

02 Feb 2016

In its capacity as the official UK partner, the AOP has taken an active role in the development of 100% Optical with Media 10 to establish it as the annual event for AOP members and anyone working in optics in the UK and beyond. Since its launch, 100% Optical has become Europe’s fastest growing optical event with over 6,000 attendees in 2015. The 2016 event looks set to eclipse that with a 20% increase in delegate registrations and a 20% increase in exhibitors, including the biggest names in optics from each sector.

Henrietta Alderman, AOP Chief Executive, said: “We are delighted that our partnership with Media 10 to deliver 100% Optical will continue for another three years. 100% Optical has become the profession’s flagship event for everyone in optics, combining a world class CET programme with innovative show features for delegates and exhibitors. We are thrilled that the event provides the opportunity for so many in the sector to come together under one roof. It also enables us deliver value to our members during the event and invest in additional support and education as a result of the partnership.”

Lee Newton, CEO of Media 10 said “When we first met with the AOP four years ago we had a vision of an optical event created for professionals, and crucially, curated by professionals working in optics. Media 10’s expertise in events and a willingness to create something new, different and exciting, and the AOP’s full bodied support, education expertise, professional excellence and editorial content results in a very successful partnership. 100% Optical is an event that the profession can be proud of; it champions excellence, provides a platform for personal development and is the place for optical professionals to network and meet suppliers. We are incredibly excited about working with the AOP over the next four years to take 100% Optical further and cement its place as a leading global optical exhibition.”

100% Optical's partnership with the AOP’s journal, Optometry Today (OT), will also run to the 2019 event, having proved such a successful platform to promote the show to optical professionals. The recent relaunch of the journal and the development of online content has proven a big hit with readers, and the relationship between the event and the journal has grown stronger as a result. John White, OT managing editor, said: “Partnering with 100% Optical is the perfect fit for OT. Not only does 100% Optical provide a fantastic opportunity for readers to get in front of optical providers offering pioneering products, the show offers a high calibre education programme of key opinion leaders, designed by OT’s very own clinical editor and AOP head of education, Dr Ian Beasley. Each year the London-based show has grown in strength and depth – and the next three years promise to be even bigger and better."

The agreement with the AOP is also mirrored with an extension to 100% Optical’s commitment to ExCeL London as a venue. ExCeL is the fastest growing European exhibition centre, with excellent transport links – just 15 minutes into the centre of London, five major airports less than an hour away, and its own airport - London City - located next door offering frequent domestic and international flights. This fits with the vision of 100% Optical becoming a truly international event showcasing the latest global innovations.  The completion of Crossrail in 2017 will enable even greater access to the event.

Nathan Garnett, 100% Optical Event Director, said: “We are announcing this news ahead of what is set to be a great show next month (6-8 February 2016) at ExCeL London to assure our exhibitors and partners that we are building this event for the long term, and it has a bright future. The AOP and Media 10 have always shared a vision of an event where the whole profession comes together to serve optics. Our work with the AOP on this has enabled us to champion excellence and move optics forward, and this year we have greater support than ever. We are delighted that Alistair Burt, Minister of State for Community and Social Care, will be presenting at this year’s event on the role optometrists and dispensing opticians can play in primary care to assist the government in delivering a sustainable NHS. We enjoy working with ABDO, LOCSU, BCLA, WCSM and the AIO to name a few, and look forward to extending these working partnerships over the years to come. Through the AOP and also our partnership with Fight For Sight we have also shown we can support the research and charities within the sector”.

For more information about 100% Optical, visit


For more information, please contact Angharad Welsh, Gravitas PR, on or 01242 211000 or Emily Campbell, PR and Marketing Officer, at the Association of Optometrists, on or 020 7549 2040.

Notes to Editors

Association of Optometrists 

The Association of Optometrists (AOP) is the leading professional membership organisation for optometrists and other optical professionals in the UK. We support our community of 16,000 plus members to fulfil their professional roles to protect the nation’s eye health. As a founding member of the Optical Confederation we work with others to improve eye health for the public good. Find more information at

Media 10

Formed 13 years ago, Media 10 Limited is a multi-award winning company with a wealth of experience and a vibrant culture.

We are a privately owned company based in Loughton, Essex, employing 180 staff, and have fast become one of the leading players in the events industry as a result of the hugely successful Grand Designs Live and the country’s largest consumer exhibition – The Ideal Home Show. In 2015 Media 10 launched the largest new trade event in over a decade, UK Construction Week.

Other events in our portfolio include: 100% Design, Clerkenwell Design Week, The Ideal Home Show at Christmas and The Ideal Home Show Scotland, The Cake and Bake Shows, Luxury Made, and Design Shanghai.

Our award winning magazines include: Icon, Grand Designs Magazine, Good Homes magazine, on office, The Selfbuilder, Gurgle magazine, The Clerkenwell Post and M the music magazine published for the MCPS-ORS Alliance.

We currently have partnerships with Channel 4, Talkback Thames, Fremantle, The Performing Rights Society, Living TV Group and CBS. We recently opened offices in South Africa and China to run our oversees events.

Go to to find out more.

100% Optical

100% Optical is London's only annual trade event for industry professionals including optometrists, dispensing opticians, contact lens practitioners, ophthalmologists and undergraduates. Working alongside award-winning events company, Media 10, 100% Optical has become the industry’s flagship annual, international event – combining creativity and innovation to expand the delegate experience.

The 2016 event takes place at the London ExCeL on 6-8 February 2016. The event offers a comprehensive and world-leading educational programme delivered by the AOP. There are keynote lectures each day from leading international experts, and additional seminars in key areas within the exhibition. The floor plan has been increased and will feature even more international brands across eyewear, equipment and machinery, lenses and business services. Places are limited so register today on the 100% website at