Ikea re-imagines iconic blue bag as a portable pillow

Singapore – Swedish furniture giant Ikea has re-imagined its iconic blue Frakta bag with the launch of the limited-edition Resten bag in Singapore. Developed in partnership with creative agency The Secret Little Agency, the bag uses comfortable fabrics and stuffing – turning the signature bag into a padded pillow. 

Positioning it as ‘the world’s most rest-able bag’, The Secret Little Agency pointed out the opportunity to bring comfort to the busy lives of ‘one of the world’s most rest-less countries’. Singapore is ranked the third most sleep-deprived country in the world and commuters dozing off on public transport is a familiar sight.  

But Ikea customers can’t just buy the bag. Only those who spend £88 (S$150, US$114, €105) in a single transaction can choose to play for a chance to win one. This is not the first time that the retailer’s iconic blue Frakta has been re-imagined. Previously, designers Virgil Abloh and Rolf and Mette Hay created variations of the bag.  

For more insights on how brands can and must remain true to their roots, head to our Is Essentialism the Future of Branding? viewpoint report.