Ikea is launching a pop-up at Oxford Circus this November, highlighting the iconic Frakta bag.
- The pop-up precedes the opening of Ikea’s Oxford Street store in 2025.
- The Frakta bag, designed over 30 years ago, has become a cultural symbol.
- Ikea’s Matt Gould emphasises accessibility and design in the upcoming store.
- The Frakta’s versatility is celebrated, from laundry to beach use.
Ikea is set to introduce a pop-up experience named ‘Hus of Frakta’ on London’s Oxford Circus, beginning on the 28th of November and continuing until March 2025. This event will serve as a prelude to the highly anticipated opening of Ikea’s new Oxford Street store in 2025. The focus of this pop-up will be the iconic blue Frakta bag, merging high fashion with Ikea’s well-known functional design principles.
The Frakta bag, priced at a modest 75 pence, was originally designed more than three decades ago to assist customers with conveniently carrying their purchases. Over time, it has evolved into a cultural icon, celebrated for its versatility and adaptability. The bag has been creatively reimagined by prominent designers including Zandra Rhodes and Marimekko, broadening its appeal beyond its practical origins.
According to Ikea, the Frakta is more than just a bag; it symbolises resourcefulness and adaptability. Customers have repurposed it in numerous inventive ways, such as using it as a laundry basket, a beach bag, and even as a reliable companion for city commuting. This adaptability has ingrained the Frakta into daily life, making it a staple in households worldwide.
Matt Gould, Ikea’s London city store manager, shared insights about the upcoming Oxford Street city store. He conveyed excitement about introducing a wide range of well-designed home furnishing products that are both functional and affordable, reflecting Ikea’s democratic design ethos. Gould highlighted the Frakta bag as a perfect example of this commitment, noting its enduring popularity and accessibility.
This pop-up initiative seeks to honour the Frakta’s longstanding presence in consumers’ homes. It aims to bring the essence of Ikea closer to the public ahead of the new store launch next spring, providing an engaging and immersive experience in one of London’s most bustling districts.
The Oxford Circus pop-up marks an inventive step by Ikea to connect with London’s consumers ahead of its flagship store opening.
