Sleep + Eat 2018

Sleeper Magazine’s hospitality event, Sleep + Eat, remains as popular as ever. Despite a change of venue and the miserable weather, the creative crowds turned up in search of inspiration, new contacts and a heavy load of collateral for future reference.

Even halfway through the second day the vibe still seemed buoyant and exhibitors increasingly optimistic about evaluating their potential leads at show close, after some say, a slower than usual start to proceedings.

Straight through the door and attendees were immediately transported to another level of luxury by Dornbracht’s enticing AquaMoon shower – though to call it a shower somewhat underplays this immense piece of kit in all its light changing, shape shifting, mesmerising glory.

As the variations in pressure make the water bounce and dance in an exotic way, you imagine what it must feel like to escape under its cover for even the shortest of time. In the hustle and bustle of a busy event it looked enticing enough. Experienced in the tranquillity of the dreamy spa setting it’s built for – and it would be just breathtaking. Indulgent but in a ‘back to nature’ way that tunes you beautifully into the power of water.

Connecting with the surroundings was a theme seen throughout the show and with botanicals taking centre stage, most notably in the celebrated Sleep Sets, there was a feeling of a new kind of opulence being recreated. Even imports from The Emirates, known for exuding glamour, had dulled down their signature shine and introduced a more organic feel to their show canvas, introducing greenery and a softer interpretation that felt more understated and bespoke.

In the experience economy companies are clearly seeing the need to help paying customers feel enhanced, not intimidated, by their surroundings. Both Sleep Sets had offered different interpretations but created a similarly, calming ambience. Using scents, sounds of nature, soft lighting and raw fabrics to bring their stories to life. Immersed in the worlds these designers had so cleverly created it was easy to forget you had the mission of getting away from Olympia and across central London to contend with – the question is, will the event’s trusty following forgive the inconvenience? Or do the event organisers need to go the extra mile to make customers come all the way back for more? Only time will tell.

Key trends from Sleep + Eat 2018

Discover our recent roundup from Dutch Design Week 2018 here.

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