IKEA makes a marketing stunt out of scaffolding

IKEA giant blue bag on Oxford Street
(Image credit: Mother)

IKEA is coming to London's Oxford Street, and it's made its presence known via its iconic giant blue tote bag, which is covering the scaffolding on its new site. It certainly beats the usual 'coming soon' or 'don't mind us, we're just getting dressed' signs that shops often sport while they're getting a makeover.

The bag is 62-feet-tall and 128-feet -wide, making it the biggest IKEA blue bag we've seen, even bigger than the big blue bag sculpture that hit the States earlier this year. The stunt was created by Mother and is yet another piece of clever marketing from IKEA.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.