The Swedish retailer’s IKEA, UAE has launched “the phone sleep collection”, miniature beds that are in Scandinavian style but enhanced with built-in NFC technology, and a seven-night challenge that will get you off your devices and off your screen.
Customers who purchase at least one IKEA Complete Sleep product for AED 750 (USD 204) or more in-store will receive one of these mini cribs with a phone at checkout.
Each one has a tag that links to the IKEA UAE app; when you place your phone on your bed and let it sit for seven hours every night, seven nights in a row, the app records your progress. Do this and you’ll receive a 100 AED ($27) voucher that you can use towards future purchases.
“Sleep is one of the most important design projects in our lives, yet it’s often the most overlooked,” expresses Carla Klumpenaar, general manager of marketing, communications, HF and retail design at IKEA Al-Futtaim.
“Our phones have often become uninvited guests in the bedroom, disrupting the very moments meant for rest. The phone sleep collection turns that challenge into a playful wellness routine, giving people permission to disconnect with intention. By combining design with a simple wellness solution, we are empowering people to reclaim their nights, take back control of their routines, and wake up recharged for what matters most. That is the IKEA vision of a better everyday life.”
“One of the biggest barriers to good sleep isn’t noise or stress; it’s our phones. We wanted to change that with a bit of humor and a lot of heart,” notes Gautam Wadher, chief creative officer at Memac Ogilvy, which created the campaign.
“So we created the IKEA Phone Sleep Collection – tiny beds for your not-so-tiny habit.” Moemen Metwally, creative director at Memac Ogilvy, chimes in: “We’ve all seen the rise of toys and collectibles. So we decided to create a toy with real value…one that helps people sleep.”
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