If you’ve ever dreamed of having a giant sleepover inside a massive furniture store, IKEA is here to make that dream come true.
IKEA will be hosting an exclusive sleepover at its Brooklyn and Costa Mesa locations where those with an IKEA Family membership can spend the night in the superstore’s showrooms on March 13th, also known as World Sleep Day. Undoubtedly this will be no ordinary sleepover, as the company also has a series of games and activities planned for guests. For example, the IKEA “Swede Dreams Sleepover” will feature an “Insomniac Lounge” with ASMR, a silent disco, and several other sleep-related endeavors for attendees to find their ideal sleep scenarios. IKEA hopes to help people find ways to relax—with the help of its mattresses and furniture, of course.
Giving loyal IKEA members a unique experience such as this can increase their attachment to the brand, according to a Gartner report on the topic. Not only will IKEA be hosting an in-store sleepover on March 13th, but during National Sleep Week (March 1-8) the company will also be treating customers to “sleep surprises.” On February 22, the brand hosted “After Dark” in-store events in numerous stores across the country where customers can learn more about how to get a good night’s sleep. IKEA has also designated a page on its website where customers can learn more about good sleeping habits; the page also contains information about entering to sleepover at the stores or attending one of the in-store “sleep workshops.”
IKEA’s Swede Dreams Sleepover is an event some customers may have only dreamed about. By embracing a niche holiday and tying it into the brand mission, IKEA is creating a memorable opportunity for customers.