Studies show that people sleep best at about 65 degrees, so IKEA brought that temperature component to life in an icy room—complete with icebergs made from hanging comforters—where guests can immediately feel a chill when they walk in. The space showcases IKEA's new cooling mattress and other cooling products.Photo: Madison Voelkel/BFA
NEW YORK—Ever found yourself daydreaming about catching some z's inside an IKEA? We’re right there with you—and it’s not just because of the store’s vast layout and those irresistible meatballs. The Swedish giant's functional, stylish, and wallet-friendly home furnishings have a way of making anyone feel right at home.
So, it seems only fitting that IKEA has unveiled an immersive, sleep-centric pop-up experience. Enter the IKEA Sleepeasy—a clever twist on the speakeasy concept that's been trending in the world of experiential activations.
Located at 51 Crosby St. in New York’s SoHo neighborhood, the whimsical, 14,000-square-foot installation is open to the public Aug. 8-18, showcasing a series of imaginative rooms and vignettes—all featuring signature products from IKEA's newest sleep line—to highlight what the brand has identified as the six essentials for quality sleep: comfort, sound, air, light, organization, and temperature.
BizBash recently caught up with Paul Anderson, IKEA US's commercial activities and events leader, to learn more. Scroll down to see photos and insights from the dreamy brand activation, which drew more than 5,000 visitors during its first weekend alone.
