Client: IKEA
We transformed IKEA’s humble FRAKTA bag into a bold cultural statement with HUS OF FRAKTA - a fashion-forward pop-up on Oxford Street that playfully reimagined the 75p icon through the lens of luxury retail. Designed to introduce IKEA to the street while teasing its high-end neighbours, the experience turned accessibility into exclusivity with minimalist interiors, white-gloved staff, and fashion-house aesthetics. The concept celebrated the irony of elevating an everyday bag on one of the world’s most prestigious shopping avenues, highlighting IKEA’s democratic design philosophy. By tapping into fashion’s fascination with utility, echoing moments like Balenciaga’s $2,145 IKEA-inspired tote, HUS OF FRAKTA brought humor, self-awareness, and cultural relevance to the brand. The result was a witty, talked-about activation that reinforced IKEA’s core values of practicality, affordability, and design for the many, proving that even the simplest objects can carry the weight of big ideas.
