Returning to London’s ExCel from 24 to 26 February, the organisers of 100% Optical have provided their top 10 recommendations for visitors coming along to the 10th edition of UK’s largest optical event later this month.

Featuring a world-class education programme, the latest in optical fashion and design, famous faces, cutting edge equipment, ample networking opportunities and an exciting new interactive scavenger hunt with prizes up for grabs, here are the highlights you won’t want to miss across the three-day show:

  • Join the scavenger hunt and follow 10 optical-themed clues, taking you to a series of locations around the show. Visitors will need to crack the clue directing them to where they will find each letter, which, when unscrambled, will form a 10-letter word which visitors need to work out to be entered into the VIP prize draw worth over £2,800!
  • Don’t miss the highly anticipated moment the 13 winners are crowned at the Love Eyewear Awards, sponsored by ShopAR. Each category shines a light on the different areas of the industry, and this year welcomes a brand new category, Best Innovation of the Year. An exclusive Lifetime Achievement award awarded by the 100% Optical team for the first time in the show’s history.
  • Once again, the show will feature a world-class education programme with the AOP including over 100 hours of CPD sessions across 13 diverse hubs, stages and stands. Key topics include myopia management, advances in clinical imaging, including the role of artificial intelligence, and dry eye disease. Top tip: some session availability is being held back for walk-ups so don’t worry if you haven’t pre-booked.
  • A new addition this year, 100% Ophthalmology will be making its debut appearance as a co-located event. The Ophthalmology Hub, sponsored by ZEISS, Haag-Streit UK & Birmingham Optical Ophthalmology, as well as the Ophthalmology Theatre will open up a number of opportunities for ophthalmologists to learn from, network and connect with other industry professions.
  • Make your way over to the 100% Catwalk, sponsored by Ocuco, for live catwalk shows including Carolina Herrera’s two shows on Saturday and Sunday as the brand presents the Spring/Summer 2024 Eyewear Collection, created for a confident and empowered woman.
  • Head on over to the Central Bar, sponsored by Olleyes, for a refreshing drink, light nibbles and great networking opportunities throughout the show. Don’t pass up the opportunity to join the opening night party that will run from 6pm until late.
  • Explore the 100% Studio, Sponsored by Nikon Lenswear UK, to uncover a record number of inspirational independent brands from across the globe including SALT., Leisure Society, Blackfin and Danielle Rattray.
  • Check out a number of new exhibitors at the show this year, including GIGI Studios, Res Rei, Bellinger, Roger Eyewear and NEUBAU Eyewear.
  • Be sure to pop along to the new for 2024 Ones to Watch area for insight into brands that are making huge advancements in the industry. Discover brands like VOA Collective, Patty Shelabarger, Minus Eyewear and more.
  • The annual 100% Optical x Royal College of Art Competition is back for 2024, encouraging students in the Royal College of Art, Fashion Footwear Accessories Millinery (FAME) department to take part. This year, the theme will be in recognition of 100% Optical’s 10th year anniversary. ‘Perfect 10’ will have students designing and making eyewear out of their own 10 principles of good eyewear design. The winner will be announced on the 100% Catwalk on the Sunday at 4pm.

Marlon Cera-Marle, 100% Optical show director, said: “’This year’s 100% Optical is set to be a true celebration for the UK’s largest optical event and with visitor registrations tracking 15% ahead of 2023, we’re looking forward to welcoming even more visitors to London’s ExCeL later this month. As we reflect on a decade of the show and look ahead to the next ten years, we’re delighted to host first time exhibitors and visitors alongside many that have been with us since its launch back in 2014. This year we introduce a new co-located show, 100% Ophthalmology, featuring a dedicated seminar programme for ophthalmologists and their wider teams, and as always there’s plenty to see and do over the three days, including a scavenger hunt, catwalk shows, happy hours, parties, product launches, CPD seminars and much much more.”

To register for 100% Optical for free, go to

For further updates and announcements in the build up to the 2024 show, visit @100optical #100optical on social media.