100% Optical

100% Optical 2024: “A show to remember”

More than 11,000 visitors attended the optical trade show

Organisers of 100% Optical have celebrated a record-breaking 2024 show, which saw 11,725 attendees, a 10% year-on-year increase based on the previous record attendance.

The 10th edition of the show took place at ExCeL London over 24–26 February.

The three-day event featured a programme of more than 100 hours of continuing professional development (CPD) content.

The exhibition hall brought together instrument manufacturers, software providers, contact lens suppliers, and eyewear brands.


attendees at 100% Optical 2024

Marlon Cera-Marle, show director, commented: “Every year we look for new and exciting ways to enhance 100% Optical – both to keep our loyal attendees coming back, as well as to attract new audiences – and this year was no exception.” 

Organisers shared that 80% of the exhibition space for 2025 has been pre-booked.

“It’s an honour to witness how everyone comes together to champion this fantastic industry,” Cera-Marle said. “There was such a great atmosphere all weekend, which is reflected in our record-breaking numbers, and everyone truly made it a show to remember. We couldn’t be happier with the results and attendance as we look ahead to the next 10 years.”

As the official UK partner of 100% Optical, the AOP delivered a comprehensive education programme, supporting the needs of optometry professionals in the final year of the CPD cycle.

Dr Ian Beasley, head of education for the AOP and OT clinical editor, said: “The education programme at this year’s event was more popular than ever with strong attendance across more than 120 CPD sessions over the three days.”

“Delegates were able to benefit from a mix of keynote lectures and discussion workshops, and share their clinical experiences at peer review sessions,” he added.

In celebration of the 10th year of the show, organisers hosted a scavenger hunt around the exhibition hall, with a number of prizes available.

The Love Eyewear Awards recognised the latest in eyewear design, with a special surprise Lifetime Achievement Award presented to l.a. Eyeworks.

The 100% Optical and Royal College of Arts annual student eyewear competition celebrated creativity, with the award going to Joy Julius for ‘Project Stack’ which drew inspiration from vintage optometry trial lenses.

Companies across the exhibition celebrated the success of the show, with Rodenstock marketing director, Lucy Hunt, commenting: “We find being here is imperative to the industry and it’s great for people to meet our team.”

Jeremy Thomas, UK sales manager at Salt, said: “Year on year there have been positive tweaks and improvements at 100% Optical, which is great to see.”

Describing a “buzz” in the area dedicated to independent brands, Thomas added: “One of my colleagues from California actually came over to the UK for 100% Optical this year and their expectations were blown away.”

The 2024 show marked Alcon’s first appearance at 100% Optical, with Buki Anthony, professional education and development lead for the UK and Ireland, telling OT: “We’ve come in with an open mind, wanting to experience all that 100% Optical has to offer.”

Adam Sampson, chief executive of the AOP, commented: “Each year I come [to 100% Optical] it seems to be bigger, more vibrant, more energetic, more confident, and more imaginative.”

Thanking the organisers at Media10, and the teams at the AOP involved in the show, Sampson added: “It is a huge success.”

The dates for next year’s 100% Optical have been confirmed for 1–3 March 2025.

As official UK media partner to the show, OT has covered the latest news and developments from the event on the OT’s 100% Optical exclusive digital hub.