IKEA Opens Luxury Boutique Centered Around Its Famous Blue FRAKTA Bag
Image via IKEA UK
IKEA’s FRAKTA it-bag is stepping into the spotlight with its own luxury popup location on London’s swanky Oxford Street, proving that even a humble 75-pence shopping bag—not just Birkins—is totes worthy of a fashion moment.
The temporary boutique store, called Hus of FRAKTA, celebrates the iconic blue carrier in immersive fashion. Conceived over 30 years ago, the bag began its journey as a simple tool designed to help IKEA shoppers lug their purchases home, but over time, it has evolved far beyond being something for carrying groceries or laundry with. It’s since been reimagined by the likes of Zandra Rhodes and Marimekko, who have helped cement its status as an unexpected style icon. According to the furniture giant, today, nearly half of households in the UK reportedly own one of these affordable totes, and many keep them for over five years, proof of its staying power as a go-to accessory.
Image via IKEA UK
Image via IKEA UK
Visitors to the Hus of FRAKTA are invited to customize their own bags, adding a personal touch with bespoke lettering at an on-site atelier.
Image via IKEA UK
Beyond that, there’s a curated selection of blue-themed products on display, collectively known as the Blue Edit, including items like the PS 2002 watering can and the Vappeby Bluetooth speaker. Adding to the whimsy, a special wall allows guests to press a button to receive blue cotton candy—all in the name of celebrating IKEA’s famous color.
Image via IKEA UK
Image via IKEA UK
As they prepare to make their exit from the boutique, visitors will feel as though they’re stepping into a giant FRAKTA bag, or at least the idea of it, with mirrored walls, 3D lighting effects, and even an ASMR soundscape.
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The simple FRAKTA is rooted in IKEA’s principles of democratic design—function, form, quality, sustainability, and affordability. This pop-up is a reminder that sometimes the simplest designs can carry the most weight—both literally and metaphorically.
Image via IKEA UK
But the dreamlike experience doesn’t just convey how everyday items can feel extraordinary, it also buys some time before IKEA's actual Oxford Street store opens just next door in the spring of 2025.
“We’re incredibly excited to bring IKEA to Oxford Street and know there’s plenty of anticipation for the store opening next year,” explains Matt Gould, the London City Store Manager. “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.”
Image via IKEA UK
The Hus of FRAKTA welcomes visitors Monday through Saturday from 11 am to 8 pm, and Sundays from noon to 6 pm, offering Londoners a chance to see this essential through fresh eyes.
Image via IKEA UK
Image via IKEA UK
[via The Times, Retail Bulletin, Wallpaper, Marketing Beat, images via IKEA UK]
