Event TV: Inside Ikea's Breakfast in Bed Café


Ikea's Breakfast in Bed Café, a concept that enabled Londoners to enjoy breakfast in bed, ran from May 18 through to 3pm today (20 May).

Over the course of the three-day Ikea activation, Blackall Studios in London's Shoreditch were transformed into a homely concept café where trained wait staff provided diners with toast, sleep-inducing teas, fresh juice and Swedish treats. 

Guests could enjoy the food and beverages from the comfort of either a double or single bed, free of charge.

They could also choose from their ideal pillow from a menu, and Ikea’s expert sleepologists were on hand to provide sleeping tips and tricks.

The furniture retailer devised the concept after a survey of more than 2,000 Brits revealed 50% have never had breakfast in bed, meanwhile 30% stated they would benefit from an afternoon siesta during the working week.

Myriam Ruffo, head of bedrooms and bathrooms at Ikea, said: "There’s nothing better than being in your own bed, you can enjoy sleep, cuddles and lazy days – but the piece de resistance has to be breakfast in bed.

"At Ikea we believe that the delight of having breakfast in bed shouldn’t just be reserved for those special occasions and should be something that makes everyday wonderful."

More: Ikea reveals Ideas Festival plans

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