IKEA Sleep Concert
Award: Wood Pencil
Wood Pencil / Branded Content & Entertainment / Live Experience / 2018
How does one challenge the Swiss attitude towards IKEA beds? By literally getting people between the sheets to let them experience a night to remember. The retail giant invited star-composer Max Richter to Zurich to perform his eight-hour lullaby 'Sleep' in front of an audience who were permitted to customise their dream beds to suit they sleeping styles.
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