A new retail concept called ‘Atelier100’, backed by H&M and Ingka Group, which is the UK’s largest Ikea franchisee, has recently officially opened in London, showcasing a new sustainable and local approach to retail .
The retail concept is based in ‘Livat’ Hammersmith, which was once the ‘Kings Mall’. ‘Livat’ is a Swedish word meaning ‘lively event’ or ‘busy gathering’. “It represents places that bring people together for unique experiences,” according to the West London retail space’s website. This is the first collaboration between Swedish retail giants H&M and Ikea, allowing creatives and businesses based within 100km of central London to showcase their innovative product ideas.
Marcus Engman, Chief Creative Officer of Ingka Group, said in a statement: “It is a proud moment when the first Atelier100 opens its doors. Every piece of the space has a story, from the locally sourced products on the shelves to the recycled materials used in the design. It will continue to evolve and I’m excited to see how the program’s creatives will design Atelier100 in the fall.”
Created to increase focus on local design and production, the project launched in April with an open call for designers and creatives to get involved. The initiative combines business masterclasses and mentoring sessions with the opportunity for selected creatives to bring their original concepts to life.
The first local talents from the fields of fashion, jewelry, ceramics, sculpture have now been selected. All participating creatives will receive financial support and mentoring as part of the program, as well as access to the multifunctional space. From autumn 2022 they are to sell their newly designed local products.
Meanwhile, the shop will showcase a range of products designed and made by London creatives including Adam Jones, Brick Sixty, Been London, Celia Calderon Asensio, Octavia Banks and Martino Gamper.
Atelier100 for local creatives officially opens in London
Among the creatives featured in the program are Ella Rush and Kiah Bibby, students from London who create one-of-a-kind color-change handcrafted jewelery pieces from thermochromic materials under their Gum Ldn brand.
Ella Rush and Kiah Bibby said of their participation in the program, “When we saw the call for applications for Atelier100, we knew we couldn’t pass up this opportunity. We’re very proud of what we’ve achieved with Gum Lnd, but through Atelier100 we receive mentoring, financial support and the opportunity to collaborate with other creatives in similar ways to take our business to the next level. That’s what excites us the most about it.”
Other fashion creators presenting at Atelier100 include knit designer Zoe Horgan, textile designer and weaver Elna-Marie Fortune and fashion designer Savvas Alexander.
Camilla Henriksson, Global Brand Manager at H&M, adds: “I am thrilled to be here and to meet in person the creatives we will be working closely with over the coming months. This is just the beginning of the Atelier100 journey. We look forward to seeing the impact this pilot will have on the London design community.”
The Atelier100 premises have been designed with multi-functionality in mind, facilitating product sales as well as workshops, talks and events. The designers have likened Atelier100 to a temporary exhibition space that “will continually evolve to reflect the personalities of local creatives, their products and the local community.”
The space was also built to reflect the hyper-local philosophy of the project, using recycled materials from the former Topshop flagship store on Oxford Street, which was acquired by Ikea in October 2021.
