IKEA’s new flagship store, at 214 Oxford Street (the UK’s most famous high street) spans three floors and 5,800 square metres, offering 6,000 products, with 3,500 available for immediate takeaway.
That’s a big deal and the Frakta bag is making sure people know about it.
To announce IKEA’s arrival on Oxfrod Street, Mother positioned the FRAKTA bag as the ultimate shopping bag, positioning it as ‘one bag to rule them all’.
When on an Oxford Street spree, the first thing everyone does is transfer smaller bags into the biggest and most robust one. There’s no bag better for the job. So Mother and photographer, Marloes Haarmans, built a fun OOH campaign in which FRAKTA bags hold various hauls of Oxford Street shopping, from high-end boutiques, to sneaker stores.
The Oxford Circus Five Ways takeover, shot by legendary street photographer, Peter Funch, expands on the idea, with murals giving passers by the impression that they are surrounded by floods of commuters all equipped with the famous blue bag.
