100% Optical 2027 in London: plan your stay near ExCeL

100% Optical is the UK's flagship annual gathering for the optical industry, held over three days at ExCeL London. Organised in partnership with the Association of Optometrists (AOP), the show welcomes more than 11,000 optometrists, dispensing opticians, ophthalmologists and practice owners from across the UK and abroad. The 2027 edition runs from 27 February to 1 March and combines a curated exhibition of 250+ suppliers with a world-leading CPD education programme. Across the exhibition floor visitors can compare eyewear, contact lenses, diagnostic technology, equipment and business solutions, with dedicated areas such as the 100% Studio showcasing independent and boutique brands. The Business & Design Stage targets independent opticians looking to sharpen their commercial offer, while the 100% Catwalk puts the season's eyewear trends centre stage with three daily shows. The AOP-curated programme delivers 120+ hours of lectures, peer reviews and discussion workshops, letting delegates make real progress on CPD requirements at no cost. Social highlights include the Love Eyewear Awards on the opening Saturday and the day-one party, providing plenty of opportunities to reconnect with peers from across the sector. For international visitors and UK-based teams alike, ExCeL London is well served by the Elizabeth line, DLR, London City Airport and 8 on-site hotels, making it easy to combine show attendance with a short stay in the capital.