In a city where hustle and bustle never seem to take a break, IKEA has taken a bold step to champion the importance of rest. The Swedish furniture giant has reimagined its iconic blue FRAKTA bag into a limited-edition creation called the RESTEN bag, designed to bring comfort to Singaporeans on the go. Launched exclusively in Singapore, the RESTEN bag serves as a symbol of rest in a nation often ranked among the most sleep-deprived in the world.
A New Symbol of Rest: The RESTEN Bag
The RESTEN bag, crafted in collaboration with The Secret Little Agency, is more than just a bag; it’s a statement. Designed with ultra-comfortable fabrics and soft padding, the bag doubles as a makeshift pillow, perfect for a quick nap whether you’re commuting or taking a break at work. According to Nicholas Ye and Mavis Neo, Chief Creative Officers at The Secret Little Agency, “We saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most ‘rest-able’ bag for one of the world’s most rest-less countries.â€
This innovative design aligns with IKEA’s broader campaign, “Leave the rest to IKEA,” which encourages people to pursue their passions while trusting IKEA to provide the rest they need. The RESTEN bag, with its padded strap bearing the campaign slogan, is the first tangible representation of this new initiative.
Unveiling at RestFest: Where Rest Meets Fun
The RESTEN bag will make its debut at IKEA’s first-ever RestFest, a 3-day event dedicated to all things sleep, rest, and relaxation. Happening from September 6 to 8, 2024, across all IKEA stores in Singapore, RestFest will feature a range of in-store activities, exclusive offers, and even a specially curated food menu to help visitors unwind. Caroline Ng, Country Marketing Manager of IKEA Singapore, commented, “Rest is a vital yet often overlooked part of Singaporean lives. What better way to launch our new campaign than with our first-ever RestFest and the RESTEN bag?”
For those eager to get their hands on this unique accessory, IKEA Singapore is also running a social media contest on Instagram from August 23 to 29, 2024. Participants simply need to share what’s coming between them and rest for a chance to win the bag that promises to be a game-changer in how we think about rest on the go.
