Proud of every good night’s sleep
Ikea reawakens the power of a good night’s sleep

The brand wanted to create a real cultural movement around sleep, something that’s often a “victim” of contemporary society: no longer seen in a positive light as a natural restorative moment that gets us ready to face the future, but as a limiting “pause” in our continuously active, online world. All too often we resist sleep and its beneficial value for our always-on life, whether it’s for work, for a selfie, for a TV series. This is the basic premise that led IKEA to take a stand, with the intention of reawakening the power of sleep and raising awareness of its broader value: sleep as an irreplaceable source of energy to face future challenges, sleep as a regenerating stimulus for change, sleep as a range of physical solutions IKEA offers for better night’s sleep.

ArredamentoMass Market