IKEA Turns Its Famous Blue Bag Into A Carry-All Pillow For Naps Anywhere
Image courtesy of The Secret Little Agency
Ever wanted to stop your power walk for a power nap? IKEA’s got you covered. The furniture giant has taken a page from its own playbook and turned its iconic FRAKTA bag into a snooze-worthy sensation called the RESTEN.
The RESTEN bag is a plush, padded wonder that’s just as much of a portable pillow as it is a shopping sack. It’s been designed with comfort in mind, featuring soft fabrics and ample stuffing that practically beg you to cuddle up and catch some Z’s.
Image courtesy of The Secret Little Agency
IKEA chose to debut this sleepy sidekick in Singapore, a nation known for its hustle culture and for being one of the most sleep-deprived countries in the world, to allow locals some shuteye on the go, whether they’re commuting, taking a lunch break, or just need a moment of respite in their hectic day.
Image courtesy of The Secret Little Agency
The RESTEN bag “reminds us of our busy lifestyles [and] the importance of finding opportunities for rest,” says Caroline Ng, country marketing manager of IKEA Singapore. Ng says IKEA is home to well-designed items to facilitate quality sleep, and that the slumber-starved can “simply leave the rest to us.”
Image courtesy of The Secret Little Agency
The brains behind this drowsy design belong to The Secret Little Agency, a local offshoot of the Mother agency. “With the entire country running on overtime, rest is often sought in unconventional places, and we saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most ‘rest-able’ bag for one of the world’s most rest-less countries,” explain chief creative officers Nicholas Ye and Mavis Neo.
Image courtesy of The Secret Little Agency
IKEA in Singapore has offered up the RESTEN bag for those eager to get their hands on this snuggly piece. Additionally, nappers can experience the comfort firsthand at the upcoming RestFest event that will take place across all IKEA Singapore stores from September 6 to 8, 2024.
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[via IKEA Singapore, images courtesy of The Secret Little Agency]
