Ikea and H&M join forces for new creative programme

The ‘unique incubator’ programme will launch at a new store which opens in Livat Hammersmith this May

Ikea and H&M have joined forces to launch a new design venture for creatives that is set to pilot in London next month. 

Atelier100 is described as a “unique incubator programme” that aims to provide mentorship and inspiration to creators to help them create “commercially viable products”, and will launch at a new store which opens in Livat Hammersmith this May. 

The retailers said the programme will look to “find and nurture up and coming creatives” in a location based and local environment, as participants for the pilot must live within a 100km radius of London. Applications are open between today (7 April) and 24 April. 

Some 20 applicants will be chosen to join the programme and will then be mentored by design “experts”. The mentors will help to guide and develop applicants’ skills and knowledge. 

Group sessions on key business skills and building networks will be delivered, and one-to-one bespoke mentoring on growth will also be provided.

Marcus Engman, chief creative officer at Ingka Group, the parent group of Ikea, said: “We are two creative and curious brands with closely-tied values and a shared aim: to find new and diverse ideas for the future. That is how the idea for Atelier100 came about. 

“We want to take a new approach to the longstanding ways of reaching and engaging great talents. Through this proactive new initiative we hope to find, attract and develop the creatives of tomorrow.”

Camilla Henriksson, Global Brand Innovation manager at H&M, added: “We see this as the start of a very exciting adventure. London is bursting with brilliant ideas and creative people, we want to meet these creators where they are. 

“Opportunities in arts, entertainment and recreation have been the hardest hit by the pandemic. H&M and Ingka Group see this as an opportunity to engage directly with creatives and makers, to give them the visibility that they deserve and to support them in taking their business to the next level.”

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