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
Austė from studio playground led the strategic launch of Atelier100 Drop02, a collection of 22 fashion and design objects by London-based designers. More than just a product drop, the campaign celebrated local talent and strengthened community connections.
Timed with the London Design Festival and London Fashion Week, the 10-day showroom in East London maximised cultural relevance and Atelier100’s presence in the city’s creative scene. The Hackney location was a deliberate move – connecting key objectives from the annual strategy: testing new retail settings, understanding local resonance and boosting short-term showroom return on investment (ROI) by partnering with London Design Festival, already active in the area.
Through curated storytelling, strategic collaborations and a multi-channel communication approach, the campaign showcased the power of thoughtful brand-building with lasting impact.
Location as strategy – East London showroom aligned with annual goals to test new markets and retail performance
Cultural timing – launched during London Design Festival and London Fashion Week to maximise relevance
Partnership–led visibility – activated collaborations with London Design Festival, Shoreditch Design Triangle and British Fashion Council
360° communications – blended organic, earned and paid media to drive reach and engagement
“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 – Atelier100’s first East London presence
Named a London Design Festival highlight by Financial Times and Monocle
Secured 28 press features, with 70% in top-tier titles including Dezeen and Hypebeast
Achieved a 10% growth in Instagram followers during the campaign
Hosted a high-energy opening event with over 500 guests – described as “the place to be in East London” that evening
Sparked interest from local brands to stock and collaborate with Atelier100
Strengthened community presence through a hyper-local focus and activation-led approach
