The two Swedish giants, IKEA and H&M, have teamed up to seek out creative talent and foster new partnerships in the sector. The new centre will open in May at Ikea’s Hammersmith shop in London.
The fashion brand and the furniture company will launch Atelier100 next May. A project that seeks to attract creative talent and encourage new alliances in the sector, supporting designers and small manufacturers. It will be located in the Ikea shop in the Livat shopping centre in Hammersmith, west London, and will launch an open call for creatives and manufacturers located within a hundred kilometres of the shop.
This “idea factory”, which has been in the making for over a year, aims to be a place for creatives to meet and work. Successful candidates will have a budget of £10,000 (11,997 euros) to develop their creations, which will then be sold in the shop. In addition, participants will also receive training and mentoring from H&M and Ikea‘s technical teams.
In order to obtain a place in the programme, any type of article related to cosmetics, fashion, jewellery, art and even music will be considered. One of the conditions is that the item must be of a suitable size for the customer to take out of the shop. The registration process will remain open until 24 April and the twenty finalists selected will see their creations displayed in the shops from October onwards.
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The pair have collaborated before. In 2019, IKEA and H&M promoted a study on how to make the most of textiles and implement a circularity strategy. Last year, they also teamed up with Kingsficher and created Race to Zero Breakthroughs with Walmart, an initiative that aimed to reduce the increase in global warming to 1.5 degrees Celsius.
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