Furniture brand Ikea is promoting its new sleep range with an immersive “sleepeasy” experience in New York next month.
The Ikea Sleepeasy pop-up experience is taking place on two weekends in August and will display the company’s new range of products for better sleep.
Guests will learn about the six sleep essentials, according to a press release. These are comfort, light, temperature, sound, air quality and decluttering.
The pop-up event is a playful twist on the speakeasy concept, with guests entering through a hidden door in a reimagined Swedish bodega.
Inside the multi-level exhibit, guests will enjoy interactive experiences, live music, silent discos, Ikea F&B, and photo opportunities.
“With the support of our extensive life at home research and studies, Ikea offers a complete range of products to help people improve their sleep quality,” said Tania Moreira, bedroom business manager at Ikea US.
“The products correlate with each of the six sleep essentials and vary based on individual needs. The Ikea Sleepeasy is a fun way to showcase how they can sleep better with affordable and quality products.”
Another company joining the immersive business is Taco Bell, which is opening an “early retirement community” pop-up experience in San Diego for the old at heart.
Ikea’s speakeasy-style pop-up attraction
At ‘The Cantinas‘, open on 17 and 18 August, guests can “live like a retiree”, Taco Bell said in a press release. There will be “senior-inspired, sun-soaked daytime recreation, retail and dining” it added.
In more news, Coventry’s former Ikea store being repurposed to house a new cultural hub and collections centre. Planning permission was granted last year.
The Ikea Sleepeasy is located in SoHo at 51 Crosby Street, New York. It takes place from 8 August through 11 August, and also from 15 August through 18 August.
