Our sister agency in Singapore, The Secret Little Agency, recreates IKEA’s iconic blue bag as a symbol of rest.
Ranked as the third most sleep-deprived country in the world, Singapore's population acknowledges the value of sleep but struggles to prioritise it.
In response, IKEA sought to become the enabler of rest, positioning itself as an ally supporting Singaporeans in their quest for balance. Rather than enforcing bedtimes, the new brand platform — Leave the Rest to IKEA — embraces a personalised approach to rest that doesn’t get between people and their aspirations. It invites Singaporeans to pursue all their passions while trusting IKEA to provide the rest they need when they finally take a break.
A symbol of rest, inspired by the iconic blue FRAKTA bag
The RESTEN bag is a reimagination of the iconic blue FRAKTA bag. This huggable bag was carefully crafted with ultra-comfortable fabrics and stuffing, culminating in a padded design that resembles a pillow, making it the perfect accessory to help Singaporeans find rest on the go, wherever and whenever they need it.
