Atelier100
for IKEA and H&M
Brand Programme & 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-ongoing
SERVICES
Research & Analysis
Workshop
Strategy
Creative Conception
Creative Direction & Leadership
Marketing & Communication Strategy
Resource Planning & Hiring
ABOUT THE PROJECT
Austė, Founder of studio playground, joined IKEA Retail’s Creative Director Marcus Engman to help lead the project’s strategy, concept and creative direction.
From the research phase, leading the first management workshops, programme planning, and retail curation, to bringing the finally named Atelier100 brand to life through strategy, creativity and communication.
That’s what has been done in the last years – 360 creative, brand, and communication leadership, from starting and leading all communication channels, finding partners, scouting & hiring teams, briefing, and leading a project towards success.
Activating our whole network and our thinking around strategy, creativity and communication, the brand has raised its profile to a prominent design incubator, store, creating products and raising profiles of emerging London-based designers such as Andu Masebo, Mitre & Mondays, Ambra Dentella, Joseph Elwood, Abiola Onabule, Matan Fadida, Emmely Elgersma, and more that can be explored via atelier100.com
Launching Atelier100 from idea to reality in 8 months
Supporting 30 + London based creatives to bring their design product to life and raise their profiles.
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, including features on Hypebeast, The Guardian, Financial Times, Wallpaper, Dezeen
Presenting the project during Milan Design Week