H&M and Ikea have teamed up to launch Atelier100, a pilot program designed to mentor and showcase the work of London-based creatives and designers. Located in Livat Hammersmith, a new shopping complex owned by Ikea’s parent company, Ingka Group, Atelier100 aims to foster a “more sustainable and ‘hyperlocal’ approach to high street retail.”
In April, Atelier100 issued an open call for creatives, makers, and manufacturers within 100km of central London to submit their product ideas. The successful applicants, including color-changing jewelry makers Gum LdN, interior designer Andu Masebo, and ceramic artist Alison Cooke, will receive up to £10,000 in funding. Additionally, they will benefit from mentorship by industry leaders like Marcus Engman, chief creative officer at Ingka Group, and Camilla Henriksson, global brand innovation manager at H&M.
The Atelier100 space in Livat Hammersmith utilizes repurposed and recycled materials from the former Topshop flagship store on Oxford Street. This venue is intended to serve as a hub where mentors can conduct workshops and one-on-one sessions with the applicants, and where the public can view and purchase their innovative products starting in autumn 2022.
“The goal is for creatives to inspire each other, grow their businesses through mentorship from industry leaders, and create innovative, sustainable products,” the companies said in a joint statement. These products will be available for sale at the new Atelier100 space.
Henriksson shared with The Independent that there were no strict criteria for applicants; the program welcomed creatives from various fields, including music, art, food, beauty, and wellness. “If you have a strong idea but not a finished product, you can still present it to us. If we see potential, we will bring it into the program,” she said. Despite the short application window of one and a half weeks, they received over 400 applications.
Henriksson emphasized that there is no strict timeline for completing the program. “We aim to understand where the creatives are in their journey and what they need,” she said. This could involve connecting them with mentors to learn about sustainability, scalability, or finding manufacturers.
Looking ahead, H&M and Ikea plan to expand Atelier100 to other cities across the UK and Europe, broadening the scope for future applications and fostering creativity on a larger scale.
