Singapore – Home furnishing retailer IKEA has launched the pillow-like RESTEN bag as a symbol of rest in Singapore, categorised as the third most sleep-deprived country in the world. It is a recreation of the blue FRAKTA bag made in partnership with creative agency The Secret Little Agency.
Featuring a padded design with comfortable fabrics and stuffing, the bag doubles as a makeshift pillow to help Singaporeans find rest on the go.
“With the entire country running on overtime, rest is often sought in unconventional places, and 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.” Nicholas Ye and Mavis Neo, chief creative officers of The Secret Little Agency, said.
The RESTEN bag will debut during the RestFest at IKEA, a three-day event in IKEA Jurong, Alexandra, and Tampines in Singapore featuring sleep, rest, and relaxation activities.
Commenting on the campaign, Caroline Ng, country marketing manager of IKEA Singapore, said, “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 than with our new ‘Leave the rest to IKEA.’ year-long campaign that kicks off with our first-ever RestFest and the RESTEN bag. It reminds us of our busy lifestyles, the importance of finding opportunities for rest, and that Singaporeans can simply leave the rest to us.”
Customers can get their RESTEN bag through the giveaway hosted on IKEA Singapore’s Instagram page and at the RestFest event on Sept. 6 to 8, 2024.
