We’ve been busy launching the Hus of FRAKTA with IKEA: a high-end concept store in one of the world’s shopping capitals, the pop-up comes ahead of the official IKEA store opening in Spring 2025.
The campaign – months in the making and a fortnight in the execution from tease to launch – made sure to give the iconic FRAKTA bag the moment it deserves.
We teased the Hus of FRAKTA a week before opening, before putting on a star-studded exclusive launch event for press, influencers, and celebrities. Rolling out the blue carpet for the likes of Daisy Lowe, Rachel Stevens, Hugo Taylor and Hanna Cross and journalists from VOGUE, Daily Telegraph, Conde Nast and The Guardian, we cranked up the Swedish tunes, and of course, served meatball canapes.
Featuring an immersive experience with an ASMR soundscape to make you feel like you’re IN a FRAKTA, an “Atelier” to personalise the bag with bespoke lettering, a “Curated Collection” of some of IKEA’s most iconic product and a “Blue Edit” that pays tribute to the FRAKTA blue, the Hus of FRAKTA celebrates one of the most used and reused bags on the high street.
It went everywhere.
Landing over 100 pieces of coverage with over 200 million Opportunities to See, highlights include The Times, Independent, Daily Mail, ITV News and Evening Standard. As well as 40 pieces of organic social content from media and influencer guests, plus Instagram reels across TimeOut, Sheerluxe and London on the Inside, and still more to come.
Get down there and get your hands on one of these design icons before it pops away again …
