ABOUT THE CLIENT

Launched in April 2022, Atelier100 was launched as 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

2023-2024

SERVICES

Strategy & Planning

Creative Brief

Creative Direction

Marketing & Communication

Leadership

ABOUT THE PROJECT

The Atelier100 Winter Holiday Shop was a strategic retail activation designed to test a new city-centre location for the brand. Running from 30th November 2023 to 6th January 2024, the pop-up served as a temporary flagship store on Neal Street in Covent Garden – a high-footfall destination during the Christmas season. This move marked an intentional shift from Atelier100’s Hammersmith base, bringing the brand closer to new audiences through a carefully curated selection of local products.

The activation extended Atelier100’s 2023 strategy to explore new retail formats. From the spatial concept – developed with previous Atelier100 collaborators Mittre and Mondays – to the curated product mix, the shop underscored the brand’s role as a platform for local talent. Communications and marketing were led by Austė from studio playground, delivering a campaign rooted in storytelling and relevance.

Location as strategy – tested a central London retail setting to broaden Atelier100’s reach during the high-impact festive season.

Local-first approach – featured 50+ brands with products developed through Atelier100’s support

Community-driven design – spatial concept and production by Atelier100 collaborators Mitre and Mondays

Comms-led impact – campaign communications steered by Auste from studio playground

ABOUT THE CLIENT

Playground is a fresh, bi-annual independent magazine for imaginative minds created by studio playground. Featuring thought-provoking essays, engaging conversations and an assortment of “creative quickies”, it’s an honest, and at times, opinionated exploration of the creative mind and process. 

YEAR

2024

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning

Content Creation & Management

Communication

Publishing & Distribution

ABOUT THE ISSUE 2

After the warm reception of Playground Issue 1, the second edition of studio playground’s independent magazine set out to build on early momentum by reaching broader audiences and deepening its editorial ambition. Published in spring 2024, Playground Issue 2 delves into the themes of nostalgia, memory and childhood – exploring how formative experiences shape creativity, from individual expression to collective culture.

As a self-initiated project with no prior publishing background, the release of Issue 2 presented new challenges – from increased print volume and international distribution to commissioning contributors from a wider creative network across Europe. Despite the hurdles, the result was a refined and confident publication: 13 contributors, 4 in-depth interviews and two new recurring sections. Together, they offered honest, opinionated and curious perspectives – staying true to Playground’s editorial soul.

ABOUT THE PROJECT

Expanded creative reach – new contributors, topics and features aimed to engage a wider European creative community

International distribution push – scaled up production and reach with Issue 2 now available in 22 countries, 33 cities and 47 stores

Resonant editorial theme – Issue 2 explored memory, nostalgia and playfulness – tapping into topics relevant across creative disciplines

Industry visibility – invited talks at MagCulture Live and Monocle’s The Stack positioned Playground as a serious voice in independent publishing