The cat is out of the big blue bag — after much anticipation, IKEA Oxford Street is officially open. The Swedish furniture specialists partnered with The Standard to get Londoners involved in the housewarming celebrations
The partnership included a cover wrap showcasing the iconic IKEA blue Frakta bag, as well as print and digital articles showcasing the best of what to expect from the store’s star new location (even the deli!).
However, the piece de resistance of the campaign was IKEA harnessing The Standard’s iconic vendors. 60 vendors across London distributed copies of the London Standard along with the famous bag itself, while additional merchandisers were stationed in Oxford Circus to welcome the crowds with a copy of the wrapped paper.
Lorraine Keogh, chief client officer at The London Standard said: “The anticipation in London for IKEA Oxford Street has been rising for weeks. We are delighted to have worked so closely with the IKEA team to create a standout experience in the capital and have some real fun with the iconic blue FRAKTA bags.
“A real moment for London and for The Standard.”
