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