Swedish fashion giant H&M and Ikea’s largest franchisee Ingka Group have collaborated to open the first Atelier100 store at the Livat shopping centre in Hammersmith, west London.

In a first for the two iconic Swedish brands, H&M and Ingka Centres have teamed up to give the store a “hyper-local approach to retail” and create a space to “showcase London-based designers and creatives”. 

The project first launched in April, with an “open call” from H&M and Ingka Group “for creatives, makers and manufacturers living within 100km of central London to share their innovative product ideas”.

The first batch of creatives have since been chosen and are now “in the process of bringing their products to life through the unique Atelier100 funding and mentorship programme” with the aim to begin selling these products from the store in the autumn. 

In the meantime, the shop will showcase a range of products designed and manufactured by London-based creatives.

H&M and Ingka Group said the space “has been designed with multi-functionality in mind, able to act not only as a space in which to sell products, but also host workshops, talks and events”. 

Speaking at the launch event today, H&M global brand manager Camilla Henriksson said: “I am thrilled to be here and to meet in person the creatives that we will be working closely with in the coming months. This is just the beginning of the journey for Atelier100, we look forward to seeing the impact this pilot has on the London design community.”

Ingka Group chief creative officer Marcus Engman said: “It is a proud moment to see the first Atelier100 open its doors. Every part of the space has a story, from the locally sourced products on the shelves to the recycled material used to make the space itself. It will be ever-evolving and I am excited to see how the creatives on the programme make Atelier100 their own come autumn.”

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