Sleep-focused events and destinations are on the rise
Sleep has emerged as the next frontier of the wellness movement; young consumers are embracing products and services that optimize rest. Following the popularity of nap classes, sleep-focused food and beverages, and non-medicinal sleep aids, new experiences and spaces are celebrating the act of sleeping.
Composer Max Richter hosted a performance of his eight-hour symphony, Sleep, while attendees laid atop Beautyrest mattresses. 150 guests were invited to enjoy Richter’s classical performance and were encouraged to wear comfortable attire—even pajamas—before nestling into a bed, complete with branded pillows, blankets, and eye masks. The concert, which inevitably lulled some attendees to sleep, aims to bring light to our sleepless world and the impact it has on people’s lives; Richter consulted neuroscientists to research the mechanics of sleep before creating the work. Following the U.S. debut of Sleep, Richter and Beautyrest are taking their partnership on tour.
Following the popularity of nap cafes in Tokyo and Madrid, NYC now has its own place for people to pop in and catch some zzzs. The aptly named Nap York is a wellness club where people can book sessions to sleep in private rooms, each containing soundproof curtains, live plants, essential oil diffusers, reading lights, noise-canceling headphones, and twinkling stars to stare at before falling asleep. Alternatively, visitors can nap in pod chairs surrounded by plants. Nap York also serves as a relaxation space, with yoga and meditation classes, a wellness-focused co-working studio, and a health-conscious café. Come Spring, it will have a rooftop space with a garden and hammocks for napping.
The city that never sleeps is about to get an immersive museum that highlights the importance of sleep and brings dream-like experiences to life. The forthcoming Dream Machine is an Instagram-worthy pop-up filled with ten rooms envisioning different dreamworlds that are inspired by sleep cycles. For instance, one room offers a take on Cloud 9, while another titled “It was all a dream” is filled with metallic streamers; each contains thematic backdrops and props. Attendees have an hour to walk through the space, which is meant to make their brain and body feel the restorative process of sleep, without shutting their eyes. Dream Machine plans to be recreated in other cities.