The Swedish company is showing off its Scandinavian style through an immersive experience in SoHo.
Hundreds waltzed through the company’s “Sleepeasy,” a two-floor, 14,000-square-foot immersive experience at 51 Crosby Street in SoHo. Guests — many with smartphones held high — entered through a hidden door in what was meant to be a Swedish bodega stocked with Ikea beverages, snacks andproducts. En route to the main area, visitors stopped to leave their marks on a graffiti wall with neon glow-in-the-dark markers.
The Stockholm-based furniture company has plans to really settle in more to Manhattan. Last month Ingka Investments, an arm of the Ingka Group which owns the majority of Ikea stores, revealed plans to open an 80,000-square-foot Ikea store at 570 Fifth Avenue. That will be housed in the one-million-square-foot mixed-use commercial building that Ingka Investments has invested in and is developing with the Extell Development Co.
For fiscal year 2023 Ikea’s total sales of goods and services in North America were $6.3 billion — a 6.6 uptick compared to fiscal year 2022. This year Ikea has debuted plan & order points with pick-up in Austin, the Atlanta area and two Los Angeles outposts. Somewhat similar to Tesla showrooms, point teams consist of specialists who help shoppers design their kitchens, bedrooms and living rooms.
But back to the New York City Sleepeasy. It is open to the public through Sunday and will reopen on Aug. 15-18. Another Sleepeasy is planned for Art Basel later this year.Although there is no clear path, guests wind their way through areas that play up the six sleep essentials — Comfort, Light, Temperature, Sound, Air Quality and Decluttering.
While some of Wednesday night’s attendees beelined it for the bars, others took heed to the writing on the wall that advised, “Take two deep breaths before you enter” and then sprawled out on massive chaises for Instagram-able settings. Around the corner was the “Dream Station NYC,” a subway-inspired white-walled space with three rotary wall phones, silver benches and puffy clothlike clouds overhead.
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