ABOUT THE CLIENT

Launched in April 2022, Atelier100 is a unique initiative established by H&M and Ingka Group (IKEA Retail). A design programme and a store all rolled into one, Atelier100 aims to discover and support emerging, London-based creatives by helping them bring their products to life and inspiring local communities to shop close to home.

YEAR

2023

SERVICES

Research & Strategy 

Creative Brief

Creative Direction

Location Scouting 

Partnership Strategy 

Marketing & Communication Leadership

ABOUT THE PROJECT

Studio Playground led the strategic launch of IKEA & H&M’s Atelier100 Drop02, a collection featuring 22 design and fashion objects created by 22 talented London-based designers. Timed to coincide with the London Design Festival and London Fashion Week (14th – 24th September), the campaign was launched in a 10-day Hackney showroom, planned to maximise attention, align with key cultural moments, and root the brand within the local community. The results exceeded all expectations!

London Made Local – Atelier100 Drop02 Launch Campaign

The Drop02 launch campaign focused on celebrating 22 local designers and demonstrated how a well-orchestrated concept – showcasing well curated products, creative direction, location, and a comprehensive communication strategy – combining organic, earned, and paid channels, out-of-home advertising, and strategic partnerships – can enhance a brand’s visibility while connecting with its community and delivering tangible results.

Studio Playground oversaw the entire strategy, creative brief, location scouting, creative direction, and campaign vision, while also leading the marketing and communication efforts. Templo, a London-based design agency lead the creative production, Mitre & Mondays, design and production of space design.

ABOUT THE CLIENT

Savo, a Swedish office seating producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023.

YEAR

2024

SERVICES

Research & Analysis

Strategy

Creative Conception

Securing Partnerships

Production

Communication

Exhibition

Location Scouting

ABOUT THE PROJECT

The ‘Studies in Seating’ exhibition at 3daysofdesign 2024 was a bold brand activation that transformed Savo’s strategic vision into an immersive experience. More than just a showcase, it introduced ‘Studies in Seating’ as a long-term communications platform, directly shaped by Savo’s brand strategy.

Designed to engage the festival audience while staying true to Savo’s identity, the exhibition explored the essential yet often-overlooked role of the office chair.

A compelling narrative – rooted in the insight that people spend up to eight years sitting in an office chair, yet it remains overlooked by the design industry – formed the foundation of the experience.

Carefully curated collaborations, an attention-grabbing out-of-home (OOH) campaign and interactive elements ensured the activation was widely recognised – drawing thousands of visitors and gaining significant press coverage.

1. Attracted 15,000 visitors in three days, with major press coverage in Dezeen and Elle Decoration UK

2. Built on strong product insight, highlighting the overlooked role of office chairs in everyday life

3. Launched ‘Studies in Seating’ as a communications platform aligned with Savo’s brand strategy

4. Collaborated with carefully selected partners to deliver a unique experience