62-Foot-Tall IKEA FRAKTA Bag Teases Oxford Street Launch

In its first major Oxford Street activation, IKEA UK has unveiled an enormous, 62-foot-tall, and 128-feet wide version of its iconic big blue tote, creating the world’s largest FRAKTA bag at 214 Oxford Street. It is the first time a branded building wrap has been used on the UK’s most famous high street.

After more than 30 years in the IKEA range, the FRAKTA bag is one of the most used bags in the world and a true IKEA icon. It’s big and strong, and pretty much anything will fit inside, whether you’re shopping, moving, doing the laundry, or going to the beach. An iconic tote bag that has also inspired new creations by everyone from keen DIYers to luxury fashion designers, that could not have a better place to be at display on Oxford Street.

The giant bag at Oxford Street has two handles, one 87 feet (26.5 meters) long and 6 feet (2 meters) wide, and a second handle that is 46 feet (14 meters) long and 6 feet (2 meters) wide. It has been manufactured using a PVC-free polyester-based textile, which will be reused once the refurbishment is complete. Agency, Mother, led on creative, while HELO managed experiential production.

Acting as a safety cover while the exterior of the building is carefully renovated, the giant FRAKTA bag serves a practical purpose, while also providing a (huge) reminder that IKEA is preparing to make its Oxford Street debut in 2024.

In a fun and creative display of IKEA's brand personality, the wrap has been installed as a scaffolding sheet around the entire building, which will protect workers and the building from the elements as the project progresses. According to recent research, 45% of people in the UK have a FRAKTA bag at home and nearly a third of those are over five years old. UK consumers say they use their FRAKTA bags in a variety of ways, including storage, laundry, grocery shopping, recycling, and for traveling.

Kemi Anthony, marketing communication manager at IKEA UK says, “The FRAKTA bag is a much-loved IKEA icon, used by millions of our customers across the UK, every day, in so many ways. So, we thought creating the world's largest FRAKTA bag was the perfect way to mark IKEA’s arrival to Oxford Street. With this activation, partners including Mother and HELO have helped us to celebrate a milestone in this huge renovation project with the whole city. We hope IKEA fans are as excited as we are!”

Nick Hallbery, executive creative director at Mother says, “Opening an IKEA store on Oxford Street is a pretty big deal, and we couldn’t think of a bigger way to launch it.”

Ingka Investments, the investment arm of Ingka Group, the largest IKEA retailer, bought the iconic, Grade II listed building 214 Oxford Street, Oxford Circus, in January 2021. Since then, a huge renovation project has started to create a home for the new IKEA Oxford Street city store and develop four floors of office space – while keeping neighbouring stores open for trading.

The renovation project of one of London’s most iconic shopping locations is an undertaking of great investment, preservation, and environmental sustainability. Ingka Investments is 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.

The IKEA Oxford Street city store marks a key milestone in IKEA’s continued investment across London. Through the launch of city stores, development of existing stores, and the introduction of new services through enhanced fulfilment and delivery capabilities, it is more convenient and sustainable to shop with IKEA than ever before. When visiting IKEA Oxford Street, customers can look forward to the much-loved, traditional IKEA experience – a showroom, market hall, and a Swedish Deli serving the retailer’s iconic plant and meatballs.

The city store will span over three floors, with a total area of 83,000 square feet (7,700 square meters). Customers will be able to explore around 6,000 different IKEA products, from BILLY bookcases to GLIMMA tealights, with about half of the products available for immediate takeaway. Larger furniture items can be delivered directly to customers’ homes by electric vehicles from IKEA’s newly opened multi-million-pound distribution centre in Dartford or be picked up from IKEA collection points being rolled out across the capital.

New innovations reflecting the priorities of today’s customers will be featured in the city store – new digital elements will be brought into the physical experience, and inspirational solutions based on local insights will be showcased. This, together with tailored and personalised services supported by 150 co-workers, will create the next level IKEA city store.