“Loyalty: Lessons in Love” is the Alluring Theme for Sleep Event 2017

Sleep Event returns for 2017 with the provocative theme “Loyalty: Lessons in Love” shaping the direction of the two-day event on 21-22 November at the Business Design Centre in London. Last year attendance surged to over 4,700. This year sees a new twist thanks to a unique collaboration with Ipsos Loyalty, the global leader in customer experience, satisfaction and loyalty research which is helping deliver a narrative that so many are starting to discuss.

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“How do you create amazing experiences that connect with customers emotionally and plant enduring memories, converting them into fans who want to tag themselves, ‘check-in’ and share with others?” asks Helen Bywater-Smith, Director in Customer Experience, Ipsos Loyalty. “We are excited to share with the Sleep community how hotel brands need to design communications, environments and interactions that deliver beyond the functional, leaving lasting memories in customers’ hearts and minds and inspiring them to recommend and relive the experience.”

The annual Sleep Set competition sees leading international design practices to bring to life the theme. Each team will develop a guestroom exploring how design contributes to the more emotive and elusive ingredients for successful hotels, guest retention, relationships and advocacy, proposing a guest experience so meaningful that loyalty becomes love.

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The global reach and cross-disciplinary portfolios of this year’s four competitors will bring a spectrum of
cultural, geographic and industry perspectives to the mix:

  • Stonehill & Taylor, the hospitality-focused architecture and design studio led by Principal Vince Stroop, hails from New York City;

  • Il Prisma, an Italian company with branches in London, Milan, Rome, and Lecce, has Gilberto Vizzini as UK Manager and Strategy Director, with the team designing architecture and interiors for the workplace, retail and hospitality settings;

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  • London-based MKV Design, with Founder and Managing Director Maria Vafiadis at the helm, specialises in the interior architecture and design of luxurious hotels and resorts around the globe;

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  • 1508 London, a practice primarily known for high-end residential architecture and interiors, is now expanding its scope into hospitality.
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Mitsushige Nishiwaki

Every year, the exhibition is carefully orchestrated to ensure the most compelling combination of newcomers and regular names, larger manufacturers, and bespoke artisans. Amongst the stands for 2017, most of which have been filled, are Sleep newcomers Mitsushige Nishiwaki, who will display his whimsical etchings, and Avivo Lighting, designer, and manufacturer of statement illumination fixtures.

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THG Paris

Returning Sleep exhibitor THG Paris will show its new transitional collection, Dean, while Italian brand ALPI will showcase new collections designed by Kengo Kuma, Piero Lissoni and the Campana Brothers which balance impressions of nature with graphic patterns

0226_17 - Alpi - Product Profile 2017.indd


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“Sleep is a community of boundary-pushing innovators and design philosophers who are intuitively aware of how spaces affect human nature,” says Joel Butler, Brand Director of Sleep. “Sleep 2017’s theme plays to this strength. Whether family, friends, colleagues, or hotel guests, the qualities of loyalty and love speak to every person’s desire to feel valued. At this year’s event, visitors will learn how design can spark feelings of wellbeing and love, which in turn creates cherished experiences guests seek to recapture through repeat visits. After all, being hospitable should be at the heart of the hospitality business.”

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Loyalty aplenty is evidenced in the relationship shared by the Sleep event and GROHE as it continues into 2017. A key partner of Sleep since its inception, this year GROHE is headlining as Founder Sponsor. Host of the VIP Lounge, GROHE will once again display its newest kitchen and bath product innovations including the Ceramics and Colours collections.

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Source: Sleep Event



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