IKEA has today 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 an 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[1]. Personalisation of a large (75p) or medium (50p) bag will cost £3, or be free of charge to IKEA Family members, which is free to sign up to and offers a range of benefits.
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.
Matt Gould, IKEA London City Store Manager at IKEA, said: “We‘re incredibly excited to bring IKEA to Oxford Street and know there‘s plenty of anticipation for the store opening next year. 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.”
Meaning ‘to freight’ in Swedish, the FRAKTA bag was originally designed over three decades ago to help customers carry their purchases. Today it has become a cultural icon – reimagined by iconic designers including Zandra Rhodes and Marimekko along the way. It’s not just a bag; it’s a symbol of resourcefulness and adaptability; reused by many in so many different ways. From laundry basket to beach bag and even a trusty companion for city commuters, the FRAKTA has proven its versatility in countless ways, becoming part of the stories we live every day.
Rooted in the five democratic design principles of IKEA – function, form, quality, sustainability, and affordability – the FRAKTA is available for just 75p, making it an indispensable part of everyday life. Nearly half of UK households (45%) own one, with many (31%) keeping theirs for over five years, proving that it’s not just a bag – it’s a part of their journey₂.
Hus of FRAKTA is located at 216 Oxford Street and is open daily from 11am – 8pm Monday – Saturday and 12pm – 6pm on Sunday until March 2025.
