MADRID, SPAIN — On World Sleep Day, IKEA and MRM Madrid are reimagining the way we rest by letting you design your dream bedroom while you’re dreaming. In a blend of creativity, technology, and commerce, the new campaign titled Design Your Sleep While You Sleep turns sleep itself into a source of insight—analyzing nighttime behaviors to deliver personalized, shoppable recommendations for better rest.
At the heart of the experience is a clever partnership with ShutEye, a leading sleep monitoring app. IKEA Family members in Spain are invited to try the app for free for seven days during which it will quietly track snoring, movement, background noise, and other nighttime signals. The goal? To understand how you sleep and offer IKEA product solutions designed to enhance it.
A restless sleeper? The app may suggest an ergonomic pillow and a duvet with thermal balance. Sensitive to sound? Expect product pairings like noise-blocking curtains and smart lighting to help set the mood for deeper relaxation.
Every insight becomes a pathway to a curated, data-backed bedroom proving that design can come from even the most unconscious moments.
Backed by a robust CRM strategy, the campaign ensures a truly personalized experience. IKEA Family subscribers won’t just receive tailored recommendations—they’ll enjoy exclusive offers aligned with their unique rest needs.
This initiative is part of IKEA’s broader ambition to position itself as a true sleep expert. In 2025, the brand has put a spotlight on affordable rest and holistic well-being, anchored in what it calls the 6 Sleep Essentials: comfort, light, temperature, sound, air quality, and tidiness. These pillars, paired with the brand’s signature accessibility, aim to make better sleep a reality for the many.
Through the Let Yourself Rest campaign and now this latest innovation, IKEA continues to bridge lifestyle with design in meaningful, tangible ways—elevating the conversation around rest while staying true to its mission of improving everyday life at home.
