Hus of FRAKTA was a bold, culture-led response to a commercial challenge. A delayed store opening became a brand-defining moment.
To deliver Hus of FRAKTA, we partnered with MOTHER and IKEA to create a bold, culture-led pop-up that transformed the 75p FRAKTA bag into a statement on value, creativity and relevance.
The aim was simple: shift public perception and spark cultural conversation. In a space dominated by luxury retail, IKEA flipped the script and at the centre stood “The Untouchable”, a single FRAKTA bag displayed under museum-grade glass, in reference to Balenciaga’s £2,000 parody. The pop-up aimed to fuse the language of luxury with the values of democratic design.
The space was built to excite, spark joy and for participation. The Atelier offered on-the-spot personalisation using existing FRAKTAs, producing over 22,800 custom bags in two months, extending the life of a product already built for durability and reuse. The Blue Edit turned the product story into a retail moment. The FRAKTA Walk layered sound and light to turn footfall into a brand-building journey.
Visually, the experience was designed to surprise. A monochrome blue interior, mirrored corridors, and an in-store candyfloss station drew visitors in and invited them to share it. A Central Saint Martins MA Fashion students' patch drop allowed customisation of your FRAKTA, maintaining momentum throughout the pop-up. Every touchpoint was designed to be playful and memorable.
At its core, the campaign was a statement on accessibility, proof that good design, joyful experiences and cultural credibility don’t have to come with a high price tag. Rooted in IKEA’s commitment to Democratic Design, it challenged the idea that luxury must be exclusive, showing that creativity, co-creation and cultural relevance can be accessible to all.
Hus of FRAKTA wasn’t just a workaround. It was a reframe. A commercial challenge became a cultural statement, and the results proved its impact:
Foot Traffic: Over 175,000 visitors in the first two months
Earned Media: 100+ press features, including CNN, The Guardian and High Snobiety, generating over 200M earned media impressions
Social Reach: 660,000+ organic impressions via IKEA social channels and more than 14,000 likes
FRAKTA Sales: 22,800+ personalised bags in the first two months
Search Interest: 156% increase in "IKEA Oxford Street" searches in the first week, with an 87% uplift sustained across two months
IKEA's Hus of Frakta
StudioXAG
Gold
Gold

1 / 10
Vandana Dhawan Saxena
Founder and Design Principal
at Studio IV Designs
9
9
9
7
8.5

Ethan Yao
China Resources Land
at Deputy General Manager and Chief Architect of Design Management
7.5
7.5
8.5
8.5
8

Alexandra Cantacuzene
Director of Interior Design
at Al Futtaim Real Estate Group
What a great idea! How to elevate a...
10
9.5
9.5
9.5
9.63

Paolo Torri
Exhibition Design Manager
at Pedrali
9.5
8.5
9.5
7
8.63

Ina Nikolova
Partner & Senior Project Manager
at Kinzo Architekten
9.5
8.5
9
8
8.75

Peter Greenberg
Partner
at Ester Bruzkus Architekten
Wonderful. Smart and accessible. It...
9.5
9.5
9.5
9.5
9.5
Vandana Dhawan Saxena
Founder and Design Principal
at Studio IV Designs
9
8
9
8
8.5

Ethan Yao
China Resources Land
at Deputy General Manager and Chief Architect of Design Management
8
8
8.5
8.5
8.25

Alexandra Cantacuzene
Director of Interior Design
at Al Futtaim Real Estate Group
9.5
9
10
9.5
9.5

Paolo Torri
Exhibition Design Manager
at Pedrali
8
8
8
8
8

Ina Nikolova
Partner & Senior Project Manager
at Kinzo Architekten
8.5
8
8.5
8.5
8.38

Peter Greenberg
Partner
at Ester Bruzkus Architekten
Great understanding of the iconic o...
9.5
9.5
9.5
9.5
9.5
Location
Designer
Client
Ikea x Mother
Floor area
220 ㎡
Completion
2024