Ikea and H&M join forces to create a new creative space in London. The Swedish companies are opening Atelier 100, an “idea factory” for local designers and creatives, reports British newspaper The Guardian.
The two want to offer designers and small producers a mentoring program and encourage them through Atelier 100. The joint venture between Ikea and H&M is due to open in Hammersmith, west London, in May. Last week, a public appeal to designers and producers within a 100 kilometer radius of the “Ideenfabrik” was published.
The select few will receive up to £10,000 (about 11,900 euros) to turn their ideas into commercially viable products. All types of products are considered, from beauty and fashion to art and music. The only requirement is that the customers can wear the products. According to The Guardian, the interior of the store will likely change to reflect the interests and ideas that are being developed.
This translated and edited post previously appeared on FashionUnited.nl.