H&M and Ingka Group open the first Atelier100 room in London

The first Atelier100 space, supported by H&M and Ingka Group, has officially opened in London and shows a new sustainable and hyperlocal approach to retail. Atelier100 is the first collaboration of its kind between the Swedish retail giants, providing space for creatives, creators and producers living within 100 kilometers of central London to share their innovative product ideas.

Marcus Engman, chief creative officer at Ingka Group, the largest Ikea franchisee, said in a statement: “It’s a proud moment to see the first Atelier100 open its doors. Each part of the space has a story, from the locally sourced products at shelves for the recycled materials used to make the space itself.The space will continue to evolve and I can not wait to see how the creative participants in the program will make the Atelier100 their own company this fall.

Photo: Atelier100

The project was set up to bring focus back to local design and production and started in April with an open call for designers and creatives to get involved. The initiative combines business masterclasses and mentoring sessions together with the opportunity for the selected creatives to bring their original concepts to life.

The first local talent has already been selected and includes creative with a focus on fashion, jewelry, ceramics, sculpture and even an illustrator making potato prints. All creatives will receive funding and guidance through the program, as well as access to the multi-purpose space, with the aim of selling their newly designed local products from the fall of 2022.

Meanwhile, the store will showcase a range of products designed and manufactured by London-based designers, including Adam Jones, Brick Sixty, Been London, Celia Calderon Asensio, Octavia Banks and Martino Gamper.

Photo: Atelier100

Atelier100 space for local creatives officially opened in London

Among the creatives featured in the program are Ella Rush and Kiah Bibby, London students who create unique handmade jewelry under their Gum Ldn brand that changes color using thermochromic materials.

Ella Rush and Kiah Bibby commented on their participation in the program: “When we saw the call to sign up for Atelier100, we knew we could not miss this opportunity. We are already so proud of what we have done with Gum, but through Atelier100, we get mentorship, funding and the opportunity to collaborate with other creatives on similar journeys to take our business to the next level, which is what excites us most. ”

Other fashion names at Atelier100 include knitwear designer Zoe Horgan, textile designer and weaver Elna-Marie Fortune and fashion designer Savvas Alexander.

Photo: Atelier100

Camilla Henriksson, global brand manager at H&M shares: “I am excited to be here and personally meet the designers we will work closely with in the coming months. This is only the beginning of the journey for Atelier100, we look forward to seeing this pilot has an impact on the design community in London. “

The Atelier100 room is designed with multifunctionality in mind, to sell products as well as organize workshops, lectures and events. The designers have compared the Atelier100 space to a temporary exhibition space that will “continuously evolve to reflect the personalities of local designers, their products and the local community”.

The space is also built to reflect the project’s hyperlocal philosophy, using recycled materials from Topshop’s former Oxford Street store, which was acquired by Ikea in October 2021.

Photo: Atelier100
Photo: Atelier100

This article originally appeared on FashionUnited.UK and was written by Danielle Wightman-Stone. Translation and adaptation from English to Dutch: Marthe Stroom.

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