HUS OF FRAKTA is an experiential marketing execution comprising of a ‘pop up shop’ at London’s Oxford Circus. Based around the iconic IKEA FRAKTA bag and a pastiche of luxury stores, the shop was designed and outfitted by Studio XAG, a market leader in high end store design. Consumers were greeted by specially trained staff, given the opportunity to customise a FRAKTA bag, browse a ‘blue edit’ of IKEA products, immersive themselves in an ASMR experience and other ‘surprise and delight’ experiences.
Working as the Project Manager for Mother Studios, I managed the overall timing plan for all production elements including the build itself, the consumer journey, customisation, staff training, wardrobe, ‘surprise and delight’ and social media tease elements. I also produced the ASMR experience.
A bold and unique execution for IKEA and a key client for the agency, I successfully managed several client stakeholders as well as internal ones. Other challenges included securing complex insurance arrangements and managing sudden building material shortages. The experience opened on time with a successful and prolific launch party and has continued to be popular with consumers for it’s four month opening period.
Credits: Agency - Mother/ Creatives - Ivan Montebello & Jake Haynes/ Production - Studio XAG
