Beyond clothing, home and fragrance, The White Company aimed to be the go-to destination for the ultimate night’s sleep. We created The Sleep Studio to bring a sensory service experience to fans by fulfilling their desire for ‘touch’ – developing an intuitive space to explore, trial and choose.
A sensory service experience revolving around ‘touch’
We swapped out technical specifications and replaced them with a more emotive way to explore through ‘The seven steps to a perfect night’s sleep’. We enabled every White Company fan to curate their perfect bed, mattress, duvet, pillows, topper and linen.
Communications are intentionally analogue and tactile to enhance the experience of touch. Product range take-away cards create a personal ‘hotel’ detail, making comparison even easier to purchase now or build up collections over time.
We designed oversized fabric swatch books which hang from the perimeter walls inviting fans to engage in four tests: Touch, Rest, Comfort and Wrap. The Wrap test encourages individuals to wrap themselves in duvets to check size, weight, feel and ‘lovability’ factor. These interactive touchpoints also serve as tools for colleagues to support in their decision making process.
Sleep is in high demand and highly emotive
The partnership between sensory communications and immersive store design paves the way for a richer yet more informative experience creating an innovative experiential response to sleep-obsessed fans.
Our work has enabled The White Company to sustain their leadership of the UK bedding category and support their double-digit YoY revenue growth.