Ikea has launched a pop-up store on London’s Oxford Road devoted to its blue provider bag, because it hopes to draw consumers forward of the delayed opening of its new metropolis centre retailer.
Consumers will be capable to personalise their Ikea luggage with bespoke lettering, purchase a collection of best-selling merchandise, and stroll by means of an immersive expertise centred round its Frakta bag.
The Swedish flat-pack furnishings retailer stated the brand new pop-up, named Hus of Frakta, was a “playful tribute” to the buying hub and proximity to designer bag retailers.
Ikea is anticipating to open a big new retailer on Oxford Road in spring 2025.
The opening has confronted delays after the retailer stated it was taking longer than anticipated to renovate the greater than 100-year-old constructing, together with fixing leaks within the constructing’s basement.
Work began on the location, which was beforehand house to Topshop’s flagship London web site, in 2022 and the deliberate opening has been pushed again twice.
Ikea’s pop-up retailer opened on Thursday, subsequent door to the place the brand new everlasting store shall be, and shall be open each day till March.
Guests will be capable to personalise their Frakta bag, which is thought for its sturdy materials and for being repurposed for on a regular basis use, with chosen initials.
The idea retailer is about to show a collection of merchandise impressed by the provider bag in a gallery-style house, whereas additionally promoting a group of best-selling gadgets together with vases, lamps and stools.
Moreover, guests shall be taken by means of an immersive expertise upon exiting the pop-up, which is able to characteristic ASMR sound, mirrored partitions, and end with a free stick of blue sweet floss.
Matt Gould, Ikea’s London metropolis retailer supervisor, stated: “We‘re extremely excited to carry Ikea to Oxford Road and know there‘s loads of anticipation for the shop opening subsequent yr.
“In a playful tribute to this iconic location, we took inspiration from the world of vogue and blended it with our personal rules of democratic design so the Frakta might be found like by no means earlier than.”
A survey performed by Ikea final yr discovered that about 45% of UK households owned certainly one of its blue provider luggage, with practically a 3rd preserving theirs for greater than 5 years.
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