Fleur Rossdale will be relaunching The British Interior Design Exhibition as the International Interior Design Exhibition, the IIDE, from 17 - 25 November 2018. The first IIDE will be held in Belgium, a country with a rich history of art and interior design dating back to the creation of Art Nouveau. Belgium's craft and design scene continues to be world-leading, making it an excellent host country for this important cultural event, which hopes to continue as an annual event at Hotel de la Poste.

The first IIDE will emphasise the creative union between the Benelux and Great Britain and support design talent on both sides of the channel. As well as designers, the carefully curated exhibition will present galleries, artists and artisans, showcasing the exciting dynamic of cross-fertilisation and collaboration between European talent.

The event promises to stimulate and inspire and features roomsets created by leading interior designers, complete with fine art, soft furnishings, finishes and texture. Visitors will also experience the high-quality workmanship contributed by associated suppliers and trades. 

The IIDE has a unique presentation concept. Visitors are given the impression of visiting a grand private house, with many hosts and hostesses welcoming them into a series of specially created worlds. Individual projects can be discussed in an informal atmosphere or whole rooms simply enjoyed, with all items on display available for sale or to order. The IIDE presents an exciting opportunity to open the industry's doors to all who have an interest in design and interiors and would like to learn more in the company of the professionals themselves.

Fleur Rossdale will be delighted to welcome the public and industry visitors as well as design enthusiasts from around the world to this high quality celebration of interior design. Fleur will also be on hand during the show to offer design consultancy and advice. 

Visitors will get the opportunity to meet the interior designers and a curated selection of their suppliers, furniture dealers and art galleries. The IIDE department store will present a curated range of goods for sale. Fleur hopes that the Belgian community will celebrate this budding design alliance between Belgium and Britain.




The original British Interior Design Exhibition debuted in London in 1982. In hindsight, the 80s became known as the 'designer decade,' but in those early years the capital was a very different place. The city was tired and run-down, with slow economic growth and a distinct lack of investment. Public buildings were blackened with pollution and the great regeneration plans that transformed the city's docklands and vanished industry had yet to start. Yet there were green shoots. The iconic interiors publication The World of Interiors made its debut into a market starved of design publications and Fleur Rossdale established the BIDE as Europe's first high end public interior design exhibition. Her concept was to invite interior designers to showcase soft furnishings, lighting, works of art and fine furniture in perfectly curated settings. The exhibition was to inspire visitors to either purchase at the show or engage the designers directly.  

In today’s highly charged design landscape, it's hard to believe that interior design barely existed as a discipline in the early 80s. People were sceptical of the idea of employing someone to design their home. Fleur's response was to ask the doubters whether they made their own clothes or sought the services of a talented haute couturier. Happily, Fleur’s own enthusiasm for the home environment was to reach a wider and highly receptive audience. BIDE was a great success, ensuring that the family of curated designers and suppliers secured multiple projects from private clients, hoteliers and retail stores. 

Held annually, this pioneering mix of design with fine art became instrumental in establishing the interior design industry, helping fuel the growing interest in design and decoration. BIDE also helped forge a new relationship between interior designers and galleries, with art experts being selected by designers to help furnish spaces. Investment and aesthetics went hand in hand.  

With 30,000 visitors at each exhibition and enormous international press coverage, the interior design industry began to boom. BIDE put the UK at the forefront of good taste and style. Early exhibitors included names like David Hicks, Colefax & Fowler, and John Pawson, with overseas guests including Parish Hadley from the USA and Garouste & Bonetti from France.  

Interior design had come of age and its economic and creative potential was seen, not least by developers and estate agents. The staging and presentation of BIDE showcased the benefits of working closely with designers to create show flats and renovations to sell property at premium prices.


Founder of MASTERPIECE, Royal Hospital, Chelsea: 

“Fleur is a legend in the design world.”



Renowned International Designer, London: 

"Early in my career I exhibited at the British Interior Design Exhibition. At the event I met with many prospective clients, as well as journalists, some of whom remain friends to this day, and in my third year of exhibiting I received four separate awards from different magazines. Fleur is a consummate professional and it was a pleasure to work with someone who clearly loves what she does, and excels at it. I would very much recommend the exhibition to other designers for the wealth of opportunities it presented.'



Renowned International Minimalist Architect, London:

“I was part of Fleur’s British Interior Design Exhibition in London in the 1980s. The strength of Fleur’s vision defined the event and made participation a real pleasure for me...”