SLEEP EVENT
LONDON, UK
Sleep Event returned for 2017 with the provocative theme “Loyalty: Lessons in Love” shaping
the direction of the two-day event that took place on 21-22 November at the Business Design
Centre in London. Last year attendance surged to over 4,700. This year, the event saw a
new twist thanks to a unique collaboration with Ipsos Loyalty, the global leader in customer
experience, satisfaction and loyalty research which is helping deliver a narrative that so many
are starting to discuss.
The Sleep Event always strives on creating amazing experienc-
es by enlightening the community on how hotel brands need to
design communications, environments and interactions that go
beyond functionality purposes. It is about causing everlasting
memories in the customers’ minds and hearts. The annual Sleep
Set competition saw leading international design practices bring-
ing the “Loyalty Lessons” theme to life. Each team developed a
guestroom exploring how design contributes to the more emotive
and elusive ingredients for successful hotels, guest retention, re-
lationships and advocacy, proposing a guest experience so mean-
ingful that loyalty becomes love. The exhibition was carefully
orchestrated to ensure the most compelling combination of new-
comers and regular names, larger manufacturers, and bespoke ar-
tisans. Some of the highlights of the event, just to name a couple,
were Sleep newcomers, Mitsushige Nishiwaki, who displayed his
whimsical etchings, and Avivo Lighting, a designer and manufac-
turer of statement illumination fixtures. In addition, returning
Sleep exhibitor THG Paris showed its new transitional collec-
tion, Dean, while Italian brand ALPI showcased new collections
designed by Kengo Kuma, Piero Lissoni and Campana Brothers,
which balance impressions of nature with graphic patterns. Loy-
alty is evidenced in the relationship shared by the Sleep Event
and GROHE. As a key partner of Sleep since its inception and
host of the VIP Lounge, this year, GROHE displayed its newest
kitchen and bath product innovations, including the Ceramics
and Colours collections. At this year’s event, visitors will learn
how design can spark feelings of wellbeing and love, which in
turn creates cherished experiences guests seek to recapture
through repeat visits. After all, being hospitable should be at the
heart of the hospitality business.” Loyalty aplenty is evidenced
in the relationship shared by the Sleep Event and GROHE. A key
partner of Sleep since its inception and host of the VIP Lounge,
this year, GROHE displayed its newest kitchen and bath product
innovations including the Ceramics and Colours collections.
“Sleep is a community of boundary-
pushing innovators and design
philosophers who are intuitively
aware of how spaces affect human
nature. Sleep 2017’s theme plays to
this strength. Whether family, friends,
colleagues, or hotel guests, the qualities
of loyalty and love speak to every
person’s desire to feel valued”
Joel Butler, Brand Director of Sleep.
