Small-scale producers and artists are invited to apply for grants to develop their ideas for sale by major retail stores.
Swedish retailers Ikea and H&M teamed up to create an “ideas factory” on the high street that aims to seek out, mentor and promote designers and small-scale manufacturers in London.
Atelier 100, the first joint retail venture will open in May in Hammersmith, West London, and is calling on creatives and producers based within 100km of the store to apply.
The deadline to apply is 24 April, for the first 20 applicants, who will be able to begin selling their existing products in Hammersmith from next month.
Livat shopping centre in Hammersmith, west London. Photograph: James King/Reuters