Atelier100
for IKEA and H&M

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

The Atelier100 Winter Holiday Shop was a strategic retail activation designed to test a new city-centre location for the brand. Running from 30th November 2023 to 6th January 2024, the pop-up served as a temporary flagship store on Neal Street in Covent Garden – a high-footfall destination during the Christmas season. This move marked an intentional shift from Atelier100’s Hammersmith base, bringing the brand closer to new audiences through a carefully curated selection of local products.

The activation extended Atelier100’s 2023 strategy to explore new retail formats. From the spatial concept – developed with previous Atelier100 collaborators Mittre and Mondays – to the curated product mix, the shop underscored the brand’s role as a platform for local talent. Communications and marketing were led by Austė from studio playground, delivering a campaign rooted in storytelling and relevance.

Location as strategy – tested a central London retail setting to broaden Atelier100’s reach during the high-impact festive season.

Local-first approach – featured 50+ brands with products developed through Atelier100’s support

Community-driven design – spatial concept and production by Atelier100 collaborators Mitre and Mondays

Comms-led impact – campaign communications steered by Auste from studio playground