ABOUT THE CLIENT

Savo, a Swedish chair producer, has innovation in its bones and in the back of every chair. They keep challenging the seating experience by pushing the envelopes of ergonomics and intuitive design. Savo won the Red Dot Design Award in 2022 and, together with Form Us With Love, has been honored in Fast Company Innovation by Design Awards 2023 and longlisted for the workplace design category in the Dezeen Awards 2023.

YEAR

2023

SERVICES

Research & Analysis

Workshop

Brand Strategy

Brand Activation

Creative Direction

Creative Playbooks

Editorial Strategy

Brand Partnerships Strategy

ABOUT THE PROJECT

studio playground partnered with Savo, the Swedish workspace chair producer, to develop a strategic vision that strengthens its position in the business-to-business (B2B) market. This process was rooted in in-depth category and market research, combined with strategic workshops to understand sales and communication needs while building on Savo’s rich heritage. The goal was to shape a sharper, more modern and distinctive brand that stands out in a competitive landscape.

This collaboration went beyond surface-level changes – establishing a clear positioning and direction that informs all communication moving forward. Designed to be immediately actionable, the strategy equips Savo’s team with the roadmap, partnerships and frameworks needed to bring the vision to life.

More than a one-time exercise, this strategy provides a lasting foundation – ensuring Savo’s brand remains both relevant and competitive.

1. A stronger, clearer positioning that balances heritage with innovation

2. A long-term, actionable strategy designed for daily use

3. A refined visual and verbal identity to enhance brand recognition and give creative edge

4. Created a set of tools and frameworks to align internal teams and external partnerships

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- 2024

SERVICES

Research

Workshop

Brand Strategy

Brand Activation

Creative Direction

Launch Strategy

Editorial Strategy

Partnership Strategy

Resource Planning & Hiring

ABOUT THE PROJECT

Atelier100 was never just a store or a design programme – it was a strategic shift in how brands and creative initiatives should be built, shaped by the creative team including studio playground. Launched and funded by H&M and Ingka Group (IKEA Retail) in 2022, it proves that true creative success comes from a strong foundation, not fleeting content.

Through a 360° approach – spanning research, brand development, retail curation and communication strategy – Atelier100 has grown into a leading London-based design incubator. 

Led by Austė, founder of studio playground, it provided emerging talents like Andu Masebo, Mitre & Mondays and Ambra Dentella with the tools, funding and platform to turn creativity into long-term success.

1. Surpassed first-year PR value targets

2. Built strong partnerships with local collaborators

3. Developed a new, funding & mentorship designers program brand uniting two global companies

4. Launched a retail store in London