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LEAVE THE
REST TO IKEA
Singapore currently ranks as the third most sleep-deprived nation in the world, with a majority of the population constantly living life in the fast lane. Instead of resting when they should, many Singaporeans tend to squeeze in micro-doses of rest at work, on commutes, or anywhere in between.
To remind tired Singaporeans that they can “Leave the Rest to IKEA”, we reimagined IKEA’s iconic FRAKTA bag into the RESTEN bag - a versatile everyday carry for all kinds of daily essentials, that also doubles as a huggable, portable pillow.
2 9
OF
PROJECT
ART DIRECTION
IKEA
AGENCY: THE SECRET LITTLE AGENCY ® SINGAPORE
PHOTOGRAPHER: GABE CHEN
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