Turning Ideas into Realities
dreams new brand, new format
All the feels. Moving from transactional to interactional
Early research confirmed that whilst Dreams was recognised as a reliable bed specialist, it was felt to be old-fashioned and unexciting. The store estate offered the biggest opportunity to change this perception.
Re-branding work identified the importance that bed plays in our daily lives, inspiring Dreams’ new platform, ‘Love your bed’. I identified the need to increase emotional engagement in-store and close the gap between the purchasing experience and customers’ reality.
What I did:
I partnered with The Portas Agency and led the project from concept briefing to delivery of the 2023 trial store.
Unique ‘Sleepmatch’ technology is proven to increase ATV. To drive footfall, I created a Sleepmatch Zone, amplifying the benefits and reassuring customers about what to expect from the process
Launched a new concept, ‘Lifematch’, to invite customers to consider how they live their lives in and around their bed, shifting choosing a frame from a mechanical to a more emotive experience
Showcased Tempur to drive sales and further establish Dreams as sector-leading experts in the mattress market
Brought the new brand to life with a palette of linen-look dressing, pendant lighting and textile graphics. All of which softened the space and added a cozy touch
The format delivered a stage on which colleagues could play out a tried and trusted selling journey