IKEA and Ogilvy Italy created a photographic project exploring the many lives of the iconic FRAKTA bag once it leaves the store. Shot by street photographer Salvatore Matarrazzo, the ten-image series combines vibrant colours, dramatic lighting and a fashion-inspired aesthetic, portraying the bag as a record holder, musical instrument case, suitcase, laundry basket, grocery bag and much more. Rather than presenting a set of practical suggestions, the project takes a reportage approach, turning real habits and personal solutions into a visual story.
