IKEA

Hus of Frakta was a luxury boutique pop-up dedicated to the 75p blue Ikea Frakta bag. Inspired by the heritage of London’s Oxford Street, the pop-up elevated the bag’s status by reimagining it in a luxury, high-fashion way.

Visitors could customise their Frakta bags with initials at The Atelier, a customisation service inspired by luxury brands. Blue Edit showcased curated Ikea furnishings, while an immersive Frakta Walk tunnel with soundscapes offered a multi-sensory experience. A supersized Frakta sculpture marked the entrance, and an ‘untouchable’ Frakta under glass evoked high-fashion exclusivity. There were also whimsical touches, like blue candy floss and bespoke soundscapes.