Store windows transformed into the IKEA iconic FRAKTA bag using self-adhesive vinyls
As anticipation builds for IKEA’s new Oxford Street store set to open in 2025, Embrace Building Wraps, a leading provider of innovative wrapping solutions, has taken on a creative and visually stunning project that celebrates one of the brand’s most recognizable symbols—the iconic blue FRAKTA bag.
Located near the bustling intersection of Oxford Circus, the pop-up experience, aptly named ‘Hus of FRAKTA’, will launch on November 28th, and promises to engage customers in a unique, immersive environment that pays homage to this cultural phenomenon.
The whole Oxford Street project kicked off with the Embrace team skillfully wrapping scaffolding in an eye-catching, oversized graphic of the FRAKTA bag, complete with a flowing 3D handle that provides a realistic texture and depth. This initial step not only enhances the aesthetic appeal of the construction site but also serves as a powerful branding statement that captures the essence of IKEA’s commitment to creativity and functionality.
Following the scaffolding wrap, Embrace shifted their focus to cladding the site’s hoarding with printed Aluminium Composite Panels (ACP), further elevating the visual experience for passersby.
In a move that emphasizes their expertise in high-quality prints and installations, Embrace has now returned to address the storefront windows of the pop-up space. The ground and first-floor windows are being adorned with self-adhesive vinyl, designed to create a seamless flow of graphics that incorporates engaging messaging.
The vibrant visuals include phrases such as “There’s a new bag in town” and “Unpacking a world full of wonder,” while the IKEA logo and the tagline “The wonderful everyday” are prominently displayed. This creative integration not only serves as a marketing tool but also engages potential customers in a dialogue about the brand’s identity and values as they approach the store.
Greg Forster, Managing Director at Embrace Building Wraps, expressed his enthusiasm for the project, commenting,
In the flesh it looks like the Frakta Bag material & cloth handle, makes you want to reach out and touch it! We’re delighted to be working with our lovely friends at IKEA & Mother for the duration of the whole build.
His remarks highlight the collaborative spirit of the teams involved as they strive to create a captivating retail environment that resonates with customers.
The installation process itself demanded meticulous attention to detail, with Embrace wrapping seven voids comprising six sets of windows and the site hoarding that lines the façade of the pop-up. The team expertly handled the removal of any existing window vinyls before transitioning into the printing and installation of the new graphics—ensuring a swift, efficient turnaround that maintained the project’s momentum.
With a keen focus on quality, Embrace’s state-of-the-art printing technology plays a pivotal role in delivering stunning visuals that stand out in the busy urban landscape of Oxford Street. The textures and colours produced by their printers offer a seemingly tactile experience that draws onlookers in – a crucial factor in successful marketing for any retail space, especially in such a competitive environment.
As IKEA gears up for its grand launch, the Hus of FRAKTA pop-up promises to be more than just a retail experience; it represents a fusion of creativity, innovation, and effective branding that can transform a construction site into an enticing preview of what’s to come.
Embrace Building Wraps continues to set the standard for building wraps, hoarding displays, and window installations, demonstrating their commitment to quality and imagination in every project. This collaboration with IKEA not only beautifies the streets of London but also elevates the overall consumer experience, setting the stage for a landmark retail moment in 2025.
Matt Gould, IKEA London City Store Manager, said:
As we prepare for our Oxford Street city store opening next year, we’re excited to showcase the unique offerings we’ll bring to this iconic location.
With the creative execution of the FRAKTA-inspired designs and the collaborative efforts between Embrace and IKEA, the upcoming pop-up is poised to attract significant attention and excitement—a testament to the power of effective visual marketing in the retail sector.
