IKEA UK has unveiled an enormous version of its iconic big blue tote bag in a celebratory campaign marking the presence of the furniture retailer’s new London store.
The activation is taking centre stage at IKEA’s new Oxford Street location, with a 62-feet-tall and 128-feet-wide campaign featuring the world’s largest FRAKTA bag covering scaffolding on the current building site.
Agency of record Mother led on the attention-grabbing creative, which makes a star of the world-famous Ikea bag. Almost half of all Brits (45%) have one at home.
The campaign comes after Ingka Investments – the investment arm of Ingka Group, the largest IKEA retailer – bought the building for renovations in January 2022. It is scheduled to open in autumn 2024.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“The sight of the famous blue IKEA FRAKTA bag on Oxford Street sends a powerful message – that the nation’s favourite high street is back and retailers want to be here,” said Westminster City Council’s cabinet member for planning and economic development, councillor Geoff Barraclough.
The renovation project will also be embracing sustainability standards, including reusing and refurbishing the existing building, removing fossil fuel gas-fired boilers and replacing them with energy-efficient air source heat pumps, and installing secondary glazing.
Features of the Swedish retailer’s Oxford Street location will include the traditional in-store experience, such as a showroom, market hall and a Swedish Deli serving the retailer’s iconic plant and meatballs.
The new Oxford Street location follows campaigns earlier in the year by the Swedish furniture retailer, including a partnership with homelessness charity Shelter to launch ‘Real Life Roomsets’ in four of its stores, highlighting the real living conditions of those who are forced into temporary accommodation.
