Atelier100
for IKEA and H&M
Winter Holiday Shop
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
Atelier100 Winter Holiday shop was a temporary flagship store open from November 30th, 2023, to January 6th, 2024. Created with a promise to expand the brand’s reach and meet new audiences, the shop was strategically located on Neal Street, in Covent Garden, central London, a destination for holiday shopping.
A selection of over fifty local brands and hundreds of products, some of which have come to life through Atelier100’s funding and mentorship programme, were for sale.
The store was an extension of Atelier100’s 2023 strategy of opening new independent locations and expanding its offer.
Studio Playground oversaw the entire strategy, creative brief, location scouting, creative direction, and campaign vision, while also leading the marketing and communication efforts.
Reusing interiors from the showroom that was open during the London Design Festival
More than two thousand out-of-home ads were activated around central London
Listed on the Christmas guides of Financial Times, Dezeen, and Wallpaper outlets
A few fully sold-out products, with increased demand through this retail destination
Created visibility for more than fifty local brands
This destination allowed Atelier100 to start new collaborations with influential figures in the industry
The team came together to launch the second location, elevating it’s offer
