At a time when Ikea is looking for ways to grow in core urban markets, The Ikea Sleepeasy is set to operate for two weeks during August as an interactive exhibition in New York City’s fashionable SOHO neighborhood.
Ikea is using pop-up operations to feature a new range of affordable products designed to help consumers sleep better. The interactive exhibition will conduct its visitors through the six sleep essentials that contribute to satisfying sleep: comfort, light, temperature, sound, air quality and room organization.
The new products featured in The Ikea Sleepeasy exhibit focus on comfort, convenience, quality and sustainability, the company noted. Included in the new range are mattresses, comforters, temperature regulating bedding, air purifiers and other products to help consumers get their sleep space together. As the name suggests, the pop-up presentation plays off the Prohibition-era speakeasies that operated in and around the community. Visitors will enter through a hidden door found inside of a reimagined Swedish delicatessen. Within, the attraction features larger-than-life interactive experiences highlighting the six sleep essentials. As visitors traverse the multi-level exhibit, they can enjoy live music, headphones only discos and Ikea food.
The Ikea Sleepeasy will operate at 51 Crosby Street in New York City’s Manhattan from Thursday, August 8, through Sunday, August 11, and from Thursday, August 15, through Sunday, August 18.
“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 U.S. “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.”
