It’s official: IKEA has bagged itself an iconic position on Oxford Street and marked the occasion with one of the most innovative, yet simple, brand hoardings you are likely to see: a 128 ft wide and 62 ft blue FRAKTA bag.
The store’s delayed opening - now set for Autumn 2024 - isn’t the “blow” that some commentators are describing, but in fact quite the opposite. Brands investing in Oxford Street are committing to showcasing themselves on the global stage and therefore need to get it right. That requires painstaking precision and for IKEA it means renovating the Grade II listed building with a laser focus on sustainability. Being willing to spend that extra time underlines the importance of looking good on Oxford Street.
