Atelier100
for IKEA and H&M
Creating Atelier100 brand, retail & mentorship program concept
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
2021- 2024
SERVICES
Research
Workshop
Brand Strategy
Brand Activation
Creative Direction
Launch Strategy
Editorial Strategy
Partnership Strategy
Resource Planning & Hiring
ABOUT THE PROJECT
Atelier100 was never just a store or a design programme – it was a strategic shift in how brands and creative initiatives should be built, shaped by the creative team including studio playground. Launched and funded by H&M and Ingka Group (IKEA Retail) in 2022, it proves that true creative success comes from a strong foundation, not fleeting content.
Through a 360° approach – spanning research, brand development, retail curation and communication strategy – Atelier100 has grown into a leading London-based design incubator.
Led by Austė, founder of studio playground, it provided emerging talents like Andu Masebo, Mitre & Mondays and Ambra Dentella with the tools, funding and platform to turn creativity into long-term success.
Developed & launched a new, funding & mentorship designers program brand uniting two global companies in 8 months
Supporting 30 + London based creatives to bring their design product to life and raise their profiles through a unique mentorship program
Building a network of collaborators and community in London
Leading strategy, creative direction and launch of two democratic Open Calls and two Atelier100 collections
Leading and initiating partnerships with Courier Magazine, Hypebeast, London Design Festival, British Fashion Institute, Shoreditch Design Triangle
Exceeding first-year PR Value targets, including features on Hypebeast, The Guardian, Financial Times, Wallpaper, Dezeen
Presenting the project during Milan Design Week
Launched a retail store in London & two pop-ups
