It Starts with a Bag is a visual storytelling design project developed from observations of urban lifestyles. In fast-paced city environments, many people seek a closer connection to nature but are often limited by time, space, and daily routines. This project uses the FRAKTA blue shopping bag as the central narrative element, reimagining a familiar everyday object as a starting point for shifting from a busy urban rhythm to a more relaxed living environment.

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Through film, the FRAKTA bag transforms into a tent as plants gradually enter the space, changing a neutral interior into a calm, green living area. The visual direction centres on FRAKTA blue, with accents of IKEA yellow, natural greens, and wood tones, reflecting IKEA’s Scandinavian design language. All furniture and accessories shown are IKEA products, reinforcing that this lifestyle setting is achievable through everyday design choices rather than an idealised scenario.

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In addition to the video, the project extends into a window display concept, translating the visual narrative into a physical retail experience. It Starts with a Bag demonstrates how simple, familiar products can support small but meaningful changes in daily life, offering moments of pause within a busy urban routine.