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

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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.

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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