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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

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