At 1,750 metres above sea level, IKEA swapped the showroom for the Salzburg Alps and turned its iconic FRAKTA bag into a bedroom. The IKEA Sleepover Bag – A Night You’ll Never Forget won a Unicorn for Best Pop-Up Event, bringing the brand’s “Complete Sleep” promise to life in one of the most unexpected settings imaginable.
The team transformed a custom container inspired by the FRAKTA bag into a fully equipped IKEA bedroom, complete with sleep systems, textiles, storage, smart lighting, heating and personalised sleep consultations. Selected guests, influencers and competition winners could actually spend the night there, turning the brand promise of better sleep into something they could experience for themselves.
The idea was designed to live beyond the five-day experience. The container was restored after the event and continues to be used for roadshows and showrooms, while furniture was resold through IKEA’s Second Life Shop. With the activation combining reuse, regional partnerships and a highly distinctive consumer experience, the project gave IKEA’s sleep strategy a physical setting that was difficult to forget.
