IKEA: FRAKTA Takeover

IKEA’s new flagship store, at 214 Oxford Street spans three floors and 5,800 square metres, offering 6,000 products, with 3,500 available for immediate takeaway.

To announce IKEAs arrival on the UKs most iconic high street, we positioned the FRAKTA bag as the ultimate shopping bag, positioning it as ‘one bag to rule them all.’

When on an Oxford Street spree, the first thing we all do is to transfer our smaller bags to the biggest and most robust one. And there’s no bag better for the job. This is epitomised in our OOH campaign, shot by Marloes Haarmans, where we see FRAKTA bags holding various hauls of Oxford Street shopping, from high-end boutiques, to sneaker stores.

The Oxford Circus Five Ways takeover, shot by legendary street photographer Peter Funch, expands on the idea, with murals giving passers by the impression that they are surrounded by floods of commuters all equipped with the famous blue bag.