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Forget Birkin; embrace the FRAKTA! IKEA has just dropped “Hus of FRAKTA,” a luxury pop-up on Oxford Street dedicated to the blue bag, which is probably the luxury item you can actually afford. Nestled amongst the high-end fashion houses, this playful homage celebrates the unexpected rise of the FRAKTA as a global icon.
The pop-up, open daily until March 2025 at 216 Oxford Street, offers a witty counterpoint to the luxury fashion houses that line the street. It serves as a preview for the upcoming opening of the new IKEA store in spring 2025, which will be located next door.
“Hus of FRAKTA”: Is This the Most Unexpected Luxury Launch of the Year?
The pop-up store is stacked with exciting features; amongst them is an ‘Atelier’, where guests can initial their FRAKTA bag with bespoke lettering. Personalisation of a large (75p) or medium (50p) bag will cost £3 or be free of charge to IKEA Family members, which is free to sign up to and offers a range of benefits.
A ‘Curated Collection’ will offer a selection of some of the retailer’s most iconic products for purchase and will give fans a taste of shopping at IKEA Oxford Street come spring 2025. Products include but are not limited to, the RÄFFELBJÖRK vase, the NÖDMAST lamp and DOMSTEN stool.
A fittingly themed “Blue Edit” is also on display. This curated selection of products, presented in a gallery-like space reminiscent of high-end concept stores, pays homage to the signature FRAKTA blue. The “Blue Edit” showcases a taste of the “Curated Collection,” highlighting products available for purchase.
Exiting the pop-up, guests embark on an immersive experience that evokes the sensation of diving into a giant FRAKTA bag. An enchanting ASMR soundscape and mirrored walls adorned with 3D lighting enhance this unique sensory journey. To complete the experience, a “press for candyfloss” wall invites customers to savour a taste of blue candyfloss, a delightful touch of IKEA whimsy.
Matt Gould, IKEA London City Store Manager at IKEA, said, “We‘re incredibly excited to bring IKEA to Oxford Street and know there‘s plenty of anticipation for the store opening next year. In a playful tribute to this iconic location, we took inspiration from the world of fashion and blended it with our own principles of democratic design so the FRAKTA can be discovered like never before.”
FRAKTA: From Shopping Bag to It Bag
Born from the Swedish word “frakta,” meaning “to freight,” the iconic blue IKEA FRAKTA bag was conceived over three decades ago with a simple purpose: to help customers transport their purchases. Today, it’s far more than just a shopping bag.
Reimagined by celebrated designers like Zandra Rhodes and Marimekko, the FRAKTA has evolved into a cultural icon. It symbolises resourcefulness and adaptability, seamlessly transitioning from laundry basket to beach bag and even a trusty companion for city commuters. This versatile bag has woven itself into the fabric of everyday life, becoming a part of countless personal stories.
Hus of FRAKTA is located at 216 Oxford Street, next to the forthcoming Oxford Street store. It is open daily from 11 am until 8 pm, Monday – Saturday, and 12 pm until 6 pm on Sundays until March 2025.
