Ikea’s newest flagship in London isn’t just serving Swedish meatballs—it’s serving looks. The global furniture giant is celebrating the grand opening of its Oxford Street store by teaming up with none other than Carrot, a non-binary drag artist known for turning vegetables into veritable icons of glamour.
After three years of renovation, the former Topshop mothership at 214 Oxford Street has transformed into a 5,800-square-meter temple of affordable Scandi-chic living. But it’s Carrot’s presence that steals the spotlight. Their dedicated in-store space, boldly captioned “A place fit for a queen,” isn’t just a nod to regality—it’s a wink to queerness. Shelves for wigs? Check. Hooks for handbags? Naturally. Space for dresses and sky-high heels? Obviously.
This isn’t just retail therapy—it’s queer affirmation dressed in Ikea blue and yellow. Carrot’s curation isn’t tokenism; it’s visibility. In a world where queer art is still being sidelined or sanitized, Ikea is letting a queer artist literally set the stage. It’s a reminder that drag isn’t confined to nightclubs and Pride floats—it belongs in everyday life, even in the home décor aisle.
A Milestone for Oxford Street—and for Queer Inclusion
“This store is for Londoners,” said Peter Jelkeby, Ikea UK’s chief executive, beaming with corporate pride. But with Carrot in the house, it’s also for the queers. The collaboration is part of a broader push to center real voices and local creatives in the store’s design—and nothing says real voice like a drag queen who’s half carrot, half icon.
The new store sprawls across three floors, offering everything from a “re-shop” section for secondhand goods to a Swedish deli that seats 130 (and yes, the meatballs are present and accounted for). But it’s the inclusion of queer art in such a mainstream commercial space that truly makes this opening feel revolutionary.
Mayor Sadiq Khan called it “a huge vote of confidence in London,” and while he meant economically, the same could be said culturally. Inviting drag into Ikea’s famously minimalist world is a maximalist move—one that loudly says: queers belong here, too.
Why This Matters for the LGBTQ+ Community
Drag visibility in corporate settings isn’t new, but it’s still radical—especially when done with authenticity and not as rainbow-washing. Carrot’s involvement in Ikea’s store design sends a clear message: queer creativity matters beyond Pride month. It belongs in the heart of commerce, woven into everyday spaces where identity and artistry meet.
For young queer people navigating a world of subtle erasure and overt discrimination, seeing someone like Carrot celebrated in a global brand’s flagship store can be a lifeline. It tells them their identity isn’t just tolerated—it’s celebrated, it’s marketable, it’s beautiful.
As customers wander through Ikea’s sleek new aisles, they’ll pass a glittering shrine to drag. And maybe—just maybe—they’ll go home with more than a new lamp. Maybe they’ll leave with a little more pride.