What: Two Swedish giants are teaming up to promote English design and innovation.

Why it is important:  This initiative kills two birds with one stone: find something to do with the leftovers of the previous Oxford Street store purchased by Ikea, and root their name into local communities by promoting regional culture.

H&M and Ingka Group are teaming up to open the Atelier 100 space in Hammersmith (London) with the objective to promote local British designers and entrepreneurs. Following a regional contest, 20 winners will display their products in the Atelier 100 space.

The products are often using material recycled from the old stocks of Top Shop, which flagship store on Oxford street was purchased by Ikea earlier in 2021.

H&M and Ikea’s owning company team up