The installation, draping the former Topshop location, comes as part of IKEA’s marketing initiative to promote its new store, set to open next year.

The journey began back in February when discussions were initiated between Embrace and the client’s agencies, Mother London & HELO.

Five of the six sections portray a shadowy line depiction of the building itself, maintaining the recognisable Westminster City Council street nameplates in their spots.

The life-like blue FRAKTA bag spans a whopping 662 m2 with three-dimensional handles reaching lengths of 32 metres and widths of 1.8m.

Just to put this mammoth project into perspective, the installation necessitated 1,000 linear metres of scaffold tubes and 2,400 m2 of environmentally-conscious PVC-free (Kavalan Sunlight Weldable) scaffold wraps – a space equivalent to 44 double-decker buses.

Greg Forster, managing director at Embrace Wraps, remarked: “Our team seamlessly coordinated everything, from the innovative design to installation. The standout FRAKTA bag is sure to ignite conversations both in the streets and online.”

But it’s not just about showmanship. Embrace Building Wraps, in partnership with Ecologi, has committed to planting 2,400 trees, mirroring the banner’s footprint, in their global forest initiative.

Additionally, upon the wrap’s removal, plans are already in place to repurpose the material, ensuring a sustainable lifecycle. We will stay tuned to report more on this sustainable endeavour in the future.