Ikea and H&M launch ‘ideas factory’ for local designers and creatives in London

theguardian.com:

Swedish retailers Ikea and H&M are teaming up to create an “ideas factory” on the high street that aims to seek out, mentor and promote designers and small-scale manufacturers in London.

Atelier 100, the first joint retail venture between the world’s largest furniture retailer and one of the largest global fashion chains will open in Hammersmith, west London, in May and is launching an open call on Thursday for creatives and producers based within 100km of the store to help stock its shelves.

The store is in Ikea’s first UK shopping centre, Livat, which opened in February, and is intended to be a meeting place and workplace for designers and makers, helping to foster new alliances and ideas, and be an outlet for selling their creations. Successful applicants will receive up to £10,000 to help scale up their ideas into commercially viable products, and training and mentoring from Ikea and H&M insiders as well as other experts.

All kinds of projects will be considered, from beauty and fashion to jewellery, art and even music. The only limitation is that any end product must be small enough for shoppers to carry away from the Hammersmith store. The look and feel of the store is also likely to change to reflect the interests and ideas developed by those involved.

“We want to be open to ideas,” said Camilla Henriksson, the global brand innovation manager for H&M. She said the two retailers wanted to “come closer to the customers” and to local people with ideas to ensure they continued to provide what people want.

Marcus Engman, the chief creative officer at Ikea’s parent Ingka Group, said the Hammersmith outlet was a year-long pilot project. If it works, further venues will be developed in other cities around the world in future.

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