Furniture retailer Ikea has teamed up with apparel brand H&M to launch an outlet on the high street to promote designers and small-scale manufacturers in London. To be known as Atelier 100, the first joint retail venture between the two companies will open in London this May. The store will offer all kinds of products from beauty and fashion to jewellery, art and even music. The look and feel of the store will reflect the interests and ideas developed by those involved.

Marcus Engman, Chief Creative Officer, Ingka Group, says the Hammersmith outlet will be a year-long pilot project. It will encourage the development of further venues in other cities around the world in future.

Atelier100 has already collaborated with designers around London by cataloguing over 200 manufacturers of fashion and furnishings. The project now aims to expand with posters in London neighborhoods as well as a digital campaign.