ABOUT THE CLIENT

Savo, a Swedish office seating 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

2025

SERVICES

Strategy

Strategic Partnership

Creative Briefing

Production

Communication

ABOUT THE PROJECT

studio playground supported Savo’s collaboration with a well respected, Stockholm-based Beckmans College of Design by guiding strategic alignment, briefing, communications and content creation. 

The project paired two groups of final-year product design students with Savo to reimagine office seating through the lens of ergonomics, sustainability, aesthetics, and functionality. Prototypes from these student-led explorations featured at Stockholm Furniture Fair in the Greenhouse showcase, reinforcing the long-term Studies in Seating platform.

The collaboration attracted interest, and supported Savo in being a curious and supportive company towards up-and-coming talent within the product design field, while opening their production capacity to explore students’ design projects

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

ABOUT THE PUBLICATION

Playground is a fresh, bi-annual independent magazine for imaginative minds created by studio playground. Featuring thought-provoking essays, engaging conversations and an assortment of “creative quickies”, it’s an honest, and at times, opinionated exploration of the creative mind and process. 

YEAR

2024

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning

Content Creation & Management

Communication

Publishing & Distribution

ABOUT THE ISSUE 2

After the warm reception of Playground Issue 1, the second edition of studio playground’s independent magazine set out to build on early momentum by reaching broader audiences and deepening its editorial ambition. Published in spring 2024, Playground Issue 2 delves into the themes of nostalgia, memory and childhood – exploring how formative experiences shape creativity, from individual expression to collective culture.

As a self-initiated project with no prior publishing background, the release of Issue 2 presented new challenges – from increased print volume and international distribution to commissioning contributors from a wider creative network across Europe. Despite the hurdles, the result was a refined and confident publication: 13 contributors, 4 in-depth interviews and two new recurring sections. Together, they offered honest, opinionated and curious perspectives – staying true to Playground’s editorial soul.

ABOUT THE PROJECT

Expanded creative reach – new contributors, topics and features aimed to engage a wider European creative community

International distribution push – scaled up production and reach with Issue 2 now available in 22 countries, 33 cities and 47 stores

Resonant editorial theme – Issue 2 explored memory, nostalgia and playfulness – tapping into topics relevant across creative disciplines

Industry visibility – invited talks at MagCulture Live and Monocle’s The Stack positioned Playground as a serious voice in independent publishing

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

ABOUT THE CLIENT

Savo, a Swedish office seating 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

2024

SERVICES

Research & Analysis

Strategy

Creative Conception

Securing Partnerships

Production

Communication

Exhibition

Location Scouting

ABOUT THE PROJECT

The ‘Studies in Seating’ exhibition at 3daysofdesign 2024 was a bold brand activation that transformed Savo’s strategic vision into an immersive experience. More than just a showcase, it introduced ‘Studies in Seating’ as a long-term communications platform, directly shaped by Savo’s brand strategy.

Designed to engage the festival audience while staying true to Savo’s identity, the exhibition explored the essential yet often-overlooked role of the office chair.

A compelling narrative – rooted in the insight that people spend up to eight years sitting in an office chair, yet it remains overlooked by the design industry – formed the foundation of the experience.

Carefully curated collaborations, an attention-grabbing out-of-home (OOH) campaign and interactive elements ensured the activation was widely recognised – drawing thousands of visitors and gaining significant press coverage.

Increased Visibility – Attracted 15,000 visitors in three days, with major press coverage in Dezeen and Elle Decoration UK

Seated Insight – Built on strong product insight, highlighting the overlooked role of office chairs in everyday life

Bringing Novelty – Launched ‘Studies in Seating’ as a communications platform aligned with Savo’s brand strategy

Activating Network – Collaborated with carefully selected partners to deliver a unique experience

ABOUT THE PUBLICATION

Playground is a fresh, bi-annual independent magazine for imaginative minds created by studio playground. Featuring thought-provoking essays, engaging conversations and an assortment of “creative quickies”, it’s an honest, and at times, opinionated exploration of the creative mind and process. 

YEAR

2023

SERVICES

Strategy & Conception

Creative Direction & Design

Content Commissioning 

Content Creation & Management

Communication

Publishing & Distribution

ABOUT THE ISSUE 1

Born from studio playground’s belief in experimentation, play and quality over quantity, Playground is a bi-annual independent magazine for imaginative minds. More than just a publication, it’s a creative lab – an open space for testing ideas, embracing curiosity and redefining what creativity means today. 

Through thought-provoking essays, engaging conversations and “creative quickies”, it offers an honest – and at times opinionated – exploration of the creative mind and process.


Launched in summer 2023, Playground marked studio playground’s most ambitious self-initiated project to date. From early ideation and editorial development to content creation, commissioning and hands-on production, every element was shaped with care by a small but determined team.

ABOUT THE PROJECT

Wide creative network – more than 30 contributors from across Europe, including writers, illustrators and photographers

Fair from the start – all contributors paid, despite being a self-funded debut

Strong launch and global reach – 500 copies sold in three months, stocked in more than 35 stores across 15 countries

Industry award recognition – shortlisted for a D&AD Design Award in independent magazine category, Gold in Swedish Design Priset & Bronze at Art Directors Club, Lithuania

ABOUT THE CLIENT

Playground, an honest magazine for imaginative minds, was created and published by studio playground in December 2023. We’ve decided to host a launch event to support and celebrate the first issue’s release. 

YEAR

2023

SERVICES

Event Concept

Event Production

Event Communication & Guestlist

Content Creation 

ABOUT THE PROJECT

In December 2023, studio playground launched Playground – a new independent magazine for imaginative minds – with a warm and welcoming event in Vilnius. With no prior market presence or brand awareness, the launch was a bold move during the busiest time of year. Designed as a moment of creative pause, the event brought the community together to connect, celebrate, and discover Playground for the very first time.

Tactical timing – hosted during the holiday season to offer a rare moment of reflection and connection

Audience-first concept – designed as a community space to socialise, recharge and discover the magazine

Brand-building through experience – translated the values of Playground into a physical space

Strong early traction – built awareness, visibility and sales with no prior campaign

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.