Singapore, 26 August 2024 — In a nation where rest is often an afterthought amidst the relentless pursuit of success, IKEA is stepping in to champion the importance of relaxation with the launch of its limited edition RESTEN bag. This innovative product is a soft, huggable reimagining of IKEA’s iconic blue FRAKTA bag, symbolizing the company’s commitment to helping Singaporeans prioritize rest in their daily lives.
Singapore’s Rest Deficit: A National Concern
Ranked as the third most sleep-deprived country globally, Singapore struggles to prioritize rest, even as its population acknowledges its importance. The RESTEN bag arrives as part of IKEA’s broader campaign to support the pursuit of balance, encouraging Singaporeans to “Leave the rest to IKEA” and trust the brand to deliver the comfort they need when they finally find time to unwind.
A Restful Reimagination of the FRAKTA Bag
Developed in collaboration with The Secret Little Agency, the RESTEN bag is designed with ultra-comfortable fabrics and plush stuffing, transforming the iconic FRAKTA bag into a portable pillow that doubles as a stylish accessory. “With the entire country running on overtime, rest is often sought in unconventional places,” said 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.”
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RestFest at IKEA: A Celebration of Sleep and Relaxation
The RESTEN bag will debut at IKEA Singapore’s RestFest, a three-day event from 6 to 8 September 2024 at IKEA Tampines, Jurong, and Alexandra. RestFest is dedicated to sleep, rest, and relaxation, featuring a variety of in-store activities, exclusive offers, and specially curated menus. The event marks the beginning of IKEA’s year-long “Leave the rest to IKEA” campaign, which aims to highlight the importance of rest in the lives of busy Singaporeans.
A Campaign Rooted in Rest
Caroline Ng, Country Marketing Manager of IKEA Singapore, emphasized the campaign’s relevance: “We know sleep is important, and rest is a vital yet often overlooked part of Singaporean lives. IKEA has a wide range of well-designed and affordable products to help you get there, and what better way to launch it with our new ‘Leave the rest to IKEA’ year-long campaign that kicks off with our first-ever RestFest and the RESTEN bag.”
Get Your Hands on the RESTEN Bag
Singaporeans eager to own the RESTEN bag can participate in a social media contest on IKEA Singapore’s Instagram page, which will run from 23 August 2024. Contestants are invited to share what’s coming between them and rest, for a chance to win this limited edition item. Alternatively, the bag will be available during RestFest across all IKEA stores in Singapore.
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