When Ikea first opened in China, the company was dismayed to learn some customers were coming in not to shop, but to take naps on the beds in the showroom.
Perhaps they’ve taken a lesson from that. On Friday, March 13th–which is “World Sleep Day,” apparently–the company is hosting an Ikea Swede Dreams Sleepover event at their Brooklyn and Costa Mesa outposts, where guests will actually crash in the showrooms.
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“The custom sleep experience will offer unique games and activities relating to sleep,” the company writes, “including an Insomniac Lounge featuring ASMR, a Silent Disco, activities around how to create your perfect sleep scenario and more.”
The event is only open to Ikea Family members, who can apply at this link. Those selected to participate get to bring one guest.
For those who don’t make the cut (it’s not clear what the criteria is), or don’t live near Brooklyn nor Costa Mesa, Ikea stores nationwide are holding Ikea After Dark in-store events on Saturday, February 22 from 3-9pm. “Through a multitude of workshops, games and experiences, IKEA fans will learn about everything needed to overcome sleep barriers and achieve a great night’s sleep – from relaxation techniques to organizational solutions for your dream snooze space.”
The workshops include yoga and meditation sessions, a session on how to craft a “selfie bed,” a look at closet storage systems, a bed-dressing session and something I can only describe as a pillow-tasting session (i.e. sampling products from a pillow menu) to “find your perfect match!”
In addition, a number of bedroom-related products will be on sale for Family members at these events.
If you’re applying for the Swede Dreams event and are selected, you’ll be contacted by the week of February 24th.