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Creative Creative Works OOH

Ad of the Day: 62ft tall Ikea bag lands on London’s Oxford Street


By Amy Houston, Senior Reporter

August 24, 2023 | 3 min read

128ft wide activation covers scaffolding at site of new store set to open on the famous shopping street in 2024.

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Mother's OOH ad for Ikea / Mother

After more than 30 years in the Ikea range, the Frakta bag is one of the world’s most recognized, with 45% of people in the UK having one at home.

Now it is the star of a new creative push from the Swedish furniture giant as it prepares to make its Oxford Street debut in 2024.

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Agency of record Mother led the creative while Helo managed experiential production.

Peter Jelkeby, chief executive officer and chief sustainability officer at Ikea UK, said: “We’re incredibly excited to be bringing Ikea to the heart of London’s vibrant retail scene on Oxford Street, which is a major milestone in our continued expansion plans across the capital.

“By having a presence at one of the most iconic shopping destinations in the world, we’re taking a significant step forward in our ongoing journey to make it easier to shop with Ikea – whenever, wherever and however customers choose.”

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