IKEA Singapore's innovative Resten Bag, a stylish, functional accessory for rest on-the-go, won gold in Design/Brand at The Drum Awards for Marketing APAC, addressing Singaporeans' sleep-deprivation dilemma by allowing them to balance rest and dreams seamlessly.
For Singaporeans living in the third most sleep-deprived nation in the world, the issue goes beyond simply getting more sleep. Between work, life, and play, a majority of Singaporeans face a unique dilemma — because getting more rest also means having less time to pursue the life of their dreams.
As champions of better everyday living, IKEA Singapore reimagined the iconic FRAKTA Bag and created the RESTEN Bag: a gentle reminder that no matter where life takes them, hardworking Singaporeans can simply “Leave the rest to IKEA.”
Both fashionable and functional, the RESTEN bag was designed to be a versatile everyday carry that offers instant comfort. Featuring soft, cooling fabric stuffed with fluffy padding, ample storage room to carry day-to-day essentials, and perfectly sized as a portable pillow, the RESTEN Bag made it easy for Singaporeans to catch up on rest anytime, anywhere. Enabling tired Singaporeans to enjoy a life that’s both well-rested and well-lived.