Inside AM+A
April 20, 2022

AM+A brought in to launch Atelier100, a major new sustainable retail brand

As a result of our experience helping brands improve their sustainable credentials, AM+A have been selected to activate an integrated marketing campaign for two global Swedish brands as they launch Atelier100, their first retail collaboration.

We’re delighted to announce that AM+A have been chosen to work closely with IKEA and H&M on an exciting new project called Atelier100, the global brands’ first retail collaboration! Atelier100 is a new incubation programme for creatives, makers and manufacturers living and working within 100km of central London. Those who successfully apply to join the programme with receive up to £10k funding and expert mentorship to help them bring their creative designs to life. Products will then go on sale at a new Atelier100 store, which opens at Livat Hammersmith in May.

The multi-phase campaign has so far seen the team manage a London-wide OOH advertising campaign, in addition to utilising paid social media, traditional PR and collaboration tactics to maximise exposure for the brand during the ‘open call’ stage of the process. Similar tactics will be used to help launch the Atelier100 store and generate maximum impact for this innovative new ‘hyper local’ approach to retail.

Director Tom Watts said, “We’re hugely excited to be working alongside two global brands on this exciting new retail project. As an agency with a long history of championing sustainability, we look forward to working with IKEA and H&M as they seek to usher in a new sustainable retail reality."

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