IKEA spotlighted beds and rest with a playful and thoughtful activation. Participants were invited to unwind at a pillow bar, test different pillows, and then relax in cozy beds, reflecting on comfort and life.
IDEA
We embraced a playful atmosphere that combined functionality with fun, turning small choices into memorable experiences. By inviting people to explore comfort, the event highlighted the importance of sleep and rest in an enjoyable and unexpected way.
ATTENTION
The inviting setup of a pillow bar drew people in. Visitors could experiment with different pillows, engaging directly with IKEA’s products in a relaxed, social setting, creating an interactive, sensory experience.
DESIRE
After selecting their pillows, participants moved to the beds to test the comfort. This moment of pause and reflection created a personal connection with the products, turning an ordinary shopping experience into something more contemplative.
MEMORY
The pillow bar and bed testing went beyond selling products – it was about creating moments. This immersive experience left participants with a relaxing memory, redefining how IKEA engages with customers and reinforcing the importance of good rest in daily life.
