// H&M and Ikea opened its Atelier100 store in Livat, Hammersmith on Wednesday for local creatives to sell products that have been made within 100km of the shop
// Atelier100 is designed to enable H&M and Ikea to forge a stronger connection with the creative community and help spark new ideas
H&M and Ikea’s largest franchisee Ingka Group have opened the first Atelier100 store at the Livat shopping centre in Hammersmith, London.
The Swedish retail giants have teamed up on the ‘hyper-local’ venture, dubbed an ‘ideas factory’, which showcases products designed and created within 100km of the store.
Ingka Group chief creative officer Marcus Engman said the two retailers had decided to join forces to tackle the shared problem of connecting with great creatives. “Our growth is dependent on having the best creatives in the world working with us,” he said.
The pair put out an open call to find creatives, makers, and start-up brands, in London in April and have selected the first 20 partners, which are now bringing their products to life via Atelier100 funding.
The creatives will also benefit from its mentorship programme and advice on how to make its products more efficient and sustainable.
The Atelier100 space will act as both a workshop for the creatives and a store to sell their wares. The designers have likened the Atelier100 space to a temporary exhibition space that will constantly evolve.
The Atelier100 store has been decided using recycled materials from Topshop’s former flagship Oxford Street space, which was purchased by Ikea in October 2021.
H&M global brand innovation manager Camilla Henriksson said she hoped that the retailers would open further Atelier100 stores in other global cities.