beautyrest + max richter
brief:
Like every other mattress brand, Beautyrest claims their products grant the best sleep possible. Unlike every other mattress brand, granting the best sleep possible is Beautyrest’s genuine mission, and something they wanted to make a statement about.
insight:
A bunch of sciencey shit, honestly. But basically, good sleep relies on more than just good beds–factors from sounds to light colour even when you’re fast asleep all make a huge difference.
We combined all of it to create the ultimate sleep experience for the city that never sleeps.
Partnering with composer Max Richter, we created a concert-like event designed for NYers to sleep (deeper than ever) through.
For 8 full hours, Max played ‘SLEEP’–his composition designed to complement delta brainwaves and act as a musical sleep aid–to audiences on Beautyrest beds. Meanwhile, special coordinated coloured lights and projections ensure everyone fell asleep and woke naturally. We even swapped every touchpoint’s designs between night and day, to subliminally keep people feeling appropriately sleepy or awake.
Give ‘SLEEP’ a listen.
So by now, you’re probably really curious what this neuroscience-backed lullaby sounds like. Fret not; for the next eight hours, I got you (click through for full playlist):
