Ikea opens ‘Hus of Frakta’ luxury pop-up on London’s Oxford Street
IKEA has opened a luxury pop-up store at London’s Oxford Circus that pays homage to its iconic blue Frakta bag.
Opening daily from now until March 2025, the shop is situated next to what will be Ikea’s new London flagship when it launches next spring.
Subscribe to TRBNamed Hus of Frakta, the pop-up offers visitors a range of experiences, including an ‘atelier’ where they can initial their Frakta bag with bespoke lettering.
Customers can purchase a selection of some of Ikea’s most iconic products at the store, including items such as the Räffelbjörk vase, the Nödmast lamp and Domsten stool.
Housed in a gallery like space inspired by high-end concept stores, there is also a special ‘Blue Edit’ of products that pay tribute to the Frakta blue.
On leaving the pop-up, guests are treated to an immersive experience which evokes the feeling of entering a Frakta bag, heightened with an ASMR soundscape and mirrored walls with 3D lighting. This includes 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.”
Costing 75p, the Frakta bag was originally designed over three decades ago to help customers carry their purchases. Since then, it has been reimagined from time to time by designers such as Zandra Rhodes and Marimekko.
