IKEA has launched a luxury pop-up experience, ‘Hus of FRAKTA’, on Oxford Street, London. The pop-up celebrates the brand’s iconic blue FRAKTA bag and will remain open until March 2025. Located at 216 Oxford Street, the pop-up is situated next to IKEA’s forthcoming flagship store, which is set to open in spring 2025.
The FRAKTA bag, priced at just 75p, has transcended its original purpose as a shopping carrier to become a cultural icon. Over its three-decade history, the bag has been reimagined by designers such as Zandra Rhodes and Marimekko, reflecting its adaptability and versatility. With nearly half of UK households owning one, and many using theirs for over five years, the FRAKTA embodies IKEA’s principles of democratic design: function, form, quality, sustainability, and affordability.
The pop-up offers several unique attractions for visitors. Among them is the Atelier, where guests can personalise their FRAKTA bags. Adding bespoke lettering to a medium (50p) or large (75p) bag costs £3, though IKEA Family members can enjoy this service for free.
A Curated Collection within the pop-up allows visitors to purchase a selection of IKEA’s iconic products. The collection provides a preview of what shoppers can expect at the new Oxford Street store. Items available include the RÄFFELBJÖRK vase, NÖDMAST lamp, and DOMSTEN stool.
Additionally, a Blue Edit showcases products inspired by the FRAKTA’s signature blue. This gallery-like display, reminiscent of high-end concept stores, highlights items from the Curated Collection in a design-focused setting.
Immersive Experiences
Visitors can also enjoy an interactive experience upon exiting the pop-up. Designed to evoke the sensation of stepping inside a FRAKTA bag, the space features mirrored walls, 3D lighting, and an ASMR soundscape. A playful touch is added with a ‘press for candyfloss’ wall, offering guests blue candyfloss as a sweet memento.
Matt Gould, IKEA London City Store Manager, expressed his excitement about the pop-up, stating:
“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.”
The pop-up celebrates the intersection of IKEA’s practicality and the creative spirit of London’s fashion district. By situating the FRAKTA alongside designer icons, IKEA reinforces its commitment to affordability and innovation.
The ‘Hus of FRAKTA’ pop-up at 216 Oxford Street is open daily until March 2025. Opening hours are 11am to 8pm from Monday to Saturday, and 12pm to 6pm on Sundays.
