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William Smith delighted with exhibiting at Surface Design Show for the first time

On Monday 6th February, our Marketing Manager, Lindsay, and her team, headed down to London for this year’s Surface Design Show. 

Running from February 7th to 9th at the Business Design Centre in the heart of Islington, the Surface Design Show is the only event in the UK that focuses solely on interior and exterior surfaces. 

Considered the event of choice for architects and interior designers, we decided SDS17 was the perfect opportunity to highlight 3M’s range of DI-NOC architectural finishes, Dichroic and Fasara decorative window films to this customer group.

In the weeks running up to the event, the team had worked tirelessly to design and build a stand which would really catch the eye of all the visitors passing by and as we headed down the M1, we were confident with what we had produced. 


As it was our first time exhibiting at the Surface Design Show, we knew we had to attract plenty of attention to our stand. We were convinced people would be interested in a new self-adhesive solution for refurbishment projects, it was just a case of getting them to come and see what’s possible We’re delighted to say we achieved the exact reaction we were looking for and had a lot of extremely positive feedback about these innovative products; 

“I’m amazed at how real it looks. It’s like a magic material – it feels just like the real thing! I’m very impressed!”

Customers who came to us were inspired to use the films for a wide range of projects including bar refurbishments, hotel renovations, door, wraps, bespoke furniture, shower cubicles and more. The Surface Design Show proved a great opportunity for customers to see, touch and feel new surface materials, and get even more inspiration for future projects.


Over the course of the two days we were in the capital, we were kept extremely busy and met a wide range of people, from designers, interior designers and contractors, looking for surface solutions for both commercial and residential projects. 

While we realised having a great looking stand was definitely a bonus, there was still a lot more for us to do. Luckily we relish a challenge, so we were in our element building relationships with potential clients, educating them about the products William Smith can supply designers and specifiers, as well as helping the contractors and fitters to apply the films, in order to bring each project to life. For the full specifications of our architectural finishing products, please visit https://www.williamsmith.co.uk/architecturalfinishes.

One of the highlights for our visitors, were the real life demonstrations of Di-NOC applications, provided by our very own 3M endorsed installer Gill, who has 25+ years industry experience Visitors saw just how conformable the film can be, in order to appreciate how it could be used. Almost any surface can be wrapped to change its appearance. 

Surface Design demo.jpg
As the third day of SDS17 drew to an end, we were overwhelmed just how well it had gone and we can’t wait to do it all again next year!  

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