IKEA’s iconic blue FRAKTA bag has received a creative makeover with the launch of the RESTEN bag, developed in collaboration with The Secret Little Agency. This innovative version of the classic bag is designed to address a pressing issue in Singapore: its position as the third most sleep-deprived country in the world. Known for its bustling lifestyle, Singaporeans frequently find themselves sacrificing rest in pursuit of personal and professional goals, often feeling stressed by the idea of taking a break.
In response to this challenge, IKEA aims to become a champion of rest, positioning itself as a supportive ally in helping Singaporeans achieve a better work-life balance. The brand’s new campaign, “Leave the rest to IKEA,” encourages people to follow their passions while IKEA takes care of their rest needs when they finally take a pause.
The RESTEN bag is a reimagined version of the beloved FRAKTA bag, meticulously crafted with ultra-comfortable fabrics and padding to resemble a pillow. This huggable accessory is not only functional, providing ample space for daily essentials, but also serves as a makeshift pillow, perfect for finding rest wherever and whenever needed.
Nicholas Ye and Mavis Neo, Chief Creative Officers at The Secret Little Agency, shared, “With the entire country operating on overtime, rest is often sought in unconventional places. We seized the opportunity to introduce comfort into the busy lives of Singaporeans by creating the world’s most ‘rest-able’ bag for one of the world’s most rest-less nations.”
The RESTEN bag is introduced alongside IKEA’s RestFest – a 3-day event dedicated to sleep, rest, and relaxation, taking place at IKEA stores from 6 to 8 September 2024. The bag features a comfortable strap with the slogan “Leave the rest to IKEA” and is designed to accommodate daily essentials while doubling as a cozy pillow.
Caroline Ng, Country Marketing Manager at IKEA Singapore, commented, “We understand the importance of sleep and how rest is often an overlooked aspect of life in Singapore. IKEA offers a range of well-designed and affordable products to support restful living. Our new campaign, starting with the RESTEN bag and the RestFest, highlights the need for rest amidst our busy lives and reinforces that Singaporeans can rely on IKEA to take care of their rest needs.”
To get their hands on the RESTEN bag, customers can participate in a social media contest on IKEA Singapore’s Instagram page or visit the RestFest event at IKEA stores.