In celebration of its iconic signature blue ‘Frakta’ bag, Ikea has launched a new luxury pop-up to tease the launch of its new Oxford Street store.

The pop-up, ‘Hus of FRAKTA’, takes the form of a high fashion storefront and experience, riffing on the notion that Oxford Street is one of the world's most fashionable streets and home to many iconic designer bags.

The pop-up will give shoppers access to a ‘Curated Collection’ of some of Ikea’s most iconic products, giving fans a taste of what's to come when the store opens in spring 2025. Products include the räffelbjörk vase, the nödmast lamp and domsten stool.

In celebration of the iconic blue frakta bag, an ‘Atelier’ lets guests initialise their bags with bespoke lettering. The space features a fitting ‘Blue Edit’ made up of a small display of curated products that pay tribute to the frakta blue. The space is inspired by high-end concept stores and designed to look like a gallery, showcasing some of the products within the ‘Curated Collection’.

On exiting, guests can enjoy an immersive experience which evokes the feeling of entering a frakta bag, complete with an ASMR soundscape and mirrored walls with 3D lighting. A ‘press for candyfloss’ wall lets customers enjoy a taste of blue candy floss to complete the sensory experience.

The experience has been created with the help of Mother London, with PR handled by Hope and Glory.

The pop-up is open now until March 2025 at 216 Oxford Street, next to where the new store will open in spring 2025.