Atelier100
for IKEA and H&M
London Design Festival Showroom & Campaign
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.
“The highlight, however, was Atelier100, an initiative that commissioned emerging designers to make new works with financial backing from industry heavyweights”
Launched a 10-day showroom in Hackney, marking brand’s first presence in East London.
Featured as a London Design Festival highlight by the Financial Times and Monocle.
Secured 28 press coverages, with 70% in top-tier publications including other titles such as Dezeen, and Hypebeast.
Achieved a 10% growth in Instagram followers.
Hosted an event with around 500 guests, described as “the place to be in East London” that evening.
Increased brand visibility, leading to interest from local brands seeking to stock in-store and collaborate on future projects.
Established partnerships with Shoreditch Design Triangle, London Design Festival, and British Fashion Council (London Fashion Week).
Client feedback after an opening event “Great night yesterday, you really made this fly.”
