Ikea to host series of in-store sleep events

Activation is part of retailer's latest campaign encouraging people to have a good night's sleep.

Ikea is hosting a series of in-store events to help the nation sleep better.

In partnership with The Sleep School, a clinic that helps people improve their sleep, the brand is hosting tutorials on how to get a "glorious" night of sleep.

The "Ikea family big night in" sessions will include calming drinks and offer advice on how to relax and breathing tips. There will also be a "sleep pod" where customers can learn about how they can achieve quality sleep.

In addition, stores are offering a "pillow pairing" – speed-dating-style events where people can pick out the best pillow for them.

The activity is part of Ikea's latest TV campaign, created by Mother, called "Tonight is to sleep".

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