IKEA has opened the doors to ‘Hus of FRAKTA’, a luxury pop-up on London’s Oxford Street dedicated to one of the most iconic bags in the world, the blue IKEA FRAKTA.
Oxford Street is one of the world’s most fashionable streets and home to many iconic designer bags. To celebrate the forthcoming opening of the new Oxford Street store, IKEA is creating a homage to their own icon, putting IKEA’s FRAKTA at the heart of London’s fashion district and sitting nearby high-end favourites, at a FRAKTA of the price.
The pop-up is now open daily until March 2025 at 216 Oxford Street – next door to what will be the new store when it opens in spring 2025.
A range of exciting features are included inside; amongst them an ‘Atelier’, where guests will be able to initial their FRAKTA bag with bespoke lettering.
Meanwhile, 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’ will also be present – a small display of curated products that pay tribute to the FRAKTA blue – in a gallery-esq dwell space inspired by high-end concept stores. The Edit showcases some of the products that can be purchased within the ‘Curated Collection’.
On exiting the pop-up, guests will enjoy an immersive experience which evokes the feeling of entering a FRAKTA bag, heightened with an ASMR soundscape and mirrored walls with 3D lighting – followed by a ‘press for candyfloss’ wall where customers can enjoy a taste of blue candy floss on IKEA.
