IKEA has become so much more that a home products store. It is also gently nurturing the wellbeing of people throughout the world. Ikea’s latest initiative by The Secret Little Agency is a (another) recreation of its famous blue bag, the Frakta.

Inspired by this world’s most used bag, Ikeahas unveiled the Resten, a huggable, cushiony version and a symbol of rest in one of the world’s most sleep-deprived countries, Singapore.

The Resten bag was carefully crafted with ultra-comfortable fabrics and stuffing, culminating in a padded design that resembles a pillow, making it the perfect accessory to help Singaporeans find rest on the go, wherever and whenever they need it.

Caroline Ng, country marketing manager of IKEA Singapore, commented, “We know sleep is important, and rest is a vital yet often overlooked part of Singaporean lives. IKEA has a wide range of well-designed and affordable products – including pillows -to help you get there, and what better way to launch it with our new ‘Leave the rest to IKEA’ year-long campaign that kicks off with our RESTEN bag. It reminds us of our busy lifestyles, the importance of finding opportunities for rest, and that Singaporeans can simply leave the rest to us.”

The Secret Little Agency, chief creative officers, Nicholas Ye & Mavis Neo, added, “With the entire country running on overtime, rest is often sought in unconventional places, and we saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most “rest-able” bag for one of the world’s most rest-less countries.”