IKEA's FRAKTA Bag Turns 30 with Photographic Project by Salvatore Matarazzo

IKEA has launched "Fai spazio a ciò che ami," a new platform dedicated to home organization, inaugurated with the photographic project "Belli Organizzati" centered on FRAKTA, the blue IKEA bag marking its 30th anniversary this year. The initiative draws on IKEA's "Store & Organize" research into Italians' relationship with domestic spaces and everyday objects. Findings show 87% of Italians report at least one area of the home that is hard to keep tidy; 55% prefer a lived-in, informal home while only 22% identify with a minimalist approach. Six in ten Italians keep a box or drawer for objects with no designated place, and 46% admit to moving clutter from one room to another before guests arrive. Affective value drives retention: 88% keep objects for sentimental reasons, including photographs, memories, collections and musical instruments. Asked about space, 39% say that with more room they would leave it free. IKEA's inquiry into FRAKTA reuse shows 65% of those who owned or used the bag assigned it at least one function beyond its original purpose, from shopping to moving house to personal and creative uses. The project gathers ten real situations shared by people, photographed by street photographer Salvatore Matarazzo, whose vivid colors, strong light and fashion-adjacent language reframe the bag as an everyday object whose function shifts with each user, narrating habits, passions and ways of inhabiting space.