Challenge

Collaborating with advertising agency, Mother, we worked together to reimagine IKEA for The Hus of Frakta, an innovative prelude to the Oxford Street store opening in Spring 2025. This unique and surprising experience was to celebrate the FRAKTA bag – IKEA’s renowned 75p blue shopping bag – by elevating it within a luxury retail setting.

Ordinarily assumed as an item with a bold contrast to the high-end fashion world, the concept highlights IKEA’s commitment to democratised design. By spotlighting the FRAKTA bag in a premium context, we merged IKEA’s accessible ethos with a twist of luxury.

Leveraging our expertise in the luxury sector, we designed, produced and installed an inclusive brand experience that makes high-end retail feel approachable, delivering a fresh take on IKEA’s brand identity while resonating with a wide audience.

Solution

You can’t miss the supersized FRAKTA, heroed like never before, in the entrance window of the new IKEA space, a sculpture worthy of the most luxury fashion store, drawing in passersby.

Entering the pop-up, enveloped in a blue checkerboard reflective of the FRAKTA texture, we paired IKEA’s iconic blue with high fashion finishes, mirroring and lighting. Visitors will have the chance to interact with several touchpoints including:

The “Untouchable” FRAKTA:  Tapping into IKEA’s sense of humour and introducing the space as a luxury fashion experience, we have crafted a FRAKTA bag plinth and a glass showcase box, designed to elevate the bag’s status and emphasise its importance.

The Atelier: An opportunity for visitors to customise their bag with their own initial patches for no extra cost, this offers a viral moment set to have customers queuing out the door.

The Blue Edit: Offering a curated moment of blue home furnishings and accessories from the IKEA collection, The Blue Edit subtly brings product into the space.

The Immersive Walkway: Echoing the textural quality of the bag and giving one last high fashion moment, visitors are left with a lasting impression as they make their way through a blue-tinted infinity tunnel to the exit.

The Refreshment Station: As visitors begin to leave, we have designed a moment for a multi-sensory connection with the iconic blue brand. A kiosk encourages customers to “PRESS HERE” leaving visitors branded as the refreshments turn tongues blue!