Ikea dog bag

If It Fits

IKEA opens its first downtown Manhattan store and rewrites the rules on how we get there
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Concept, Design & Copy: Rubiat Fusigboye

Client: IKEA spec

Timeline: Feb 2026 (2 days) - Transformers Marathon

Problem

IKEA is opening a new store in downtown Manhattan, for the first time, a location easily accessible by subway. But New Yorkers don't just commute alone. They've got their dogs with them.
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Context

New Yorkers rely on transit to get everywhere, but the subway has a rule, dogs are only allowed on board if they fit inside a bag. Dog owners have found a loophole, cutting leg holes into large bags so their dogs can technically be "carried" while still walking on all fours. The bag of choice? IKEA's blue FRAKTA.
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Idea

To welcome New Yorkers and their dogs to the new store, IKEA releases the Good Boy Bag , a limited edition FRAKTA with the leg holes already cut out, making the city's favourite loophole official.

The bags are handed out free at major subway hubs across Manhattan, each one printed with directions to the new downtown store. Your dog might not fit in a bag, but it fits in a FRAKTA.

Made for Now
(and Next)

One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.

Art Director: Rubiat Fusigboye
Client: Ikea Spec
Timeline: Feb 2025

Problem
One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.

Context
People's lives aren't linear. Home has to absorb constant change, new routines, new people, new pressures, often without budget or energy for a full reset. When life shifts, people don't replace everything. They reconfigure what they have and find real satisfaction in making things work cleverly and personally.

Idea
Made for Now (and Next) keeps IKEA's iconic Swedish names but adds a twist, pairing each product with the many ways people actually use them. Stop searching for the perfect niche item. A combination of IKEA pieces rearranged, re-zoned, or reinterpreted sparks curiosity to check IKEA first and imagine what's possible. Your home, as unique as you are.