Ikea invited the public to book free 45-minute sessions between 7 a.m. and 3 p.m. at its café after it surveyed 2,000 Brits and found that only half of them had ever had breakfast in bed. A sidewalk sign boasting the statistic helped pique pedestrian interest.
Photo: Courtesy of Ikea
Patrons could book single or double beds—made by Ikea, of course. Bedspreads, pillows, shelving, and decor found at the café also came from the Swedish retailer, making for a uniquely experiential setting.
Photo: Courtesy of Ikea
A morning menu featured Swedish ham and eggs, waffles, and assorted cheeses; afternoon offerings included assorted pastries.
Photo: Courtesy of Ikea
A pillow bar helped personalize each guest’s experience, allowing diners to select the style that best suited their needs before they settled into bed.
Photo: Courtesy of Ikea
Waitstaff used breakfast trays to serve visitors complimentary meals at Ikea’s pop-up Breakfast in Bed Café in London’s Blackall Studios.
Photo: Courtesy of Ikea
Guests could choose from fresh juice, coffee, or a selection of sleep-inducing teas. Tranquil music and bedtime reading material also helped create a relaxing environment.
Photo: Courtesy of Ikea
In addition to having sleep specialists on hand to offer advice on how to get a better night’s rest, Ikea posted helpful tips on the café’s walls.
Photo: Courtesy of Ikea
Organizers placed chairs in front of the 30-foot wall for those who preferred to watch rather than participate in the spectacle.
Photo: Fanny Reynaud
For the tour's stop in Little Havana, the activation set up an area for playing dominoes, complete with Ikea-branded tiles.
Photo: Ra-Haus Fotografie
The container had three room vignettes on the lower level, and the rooftop was decorated with outdoor furniture.
Photo: Ra-Haus Fotografie
