The White Company, Marylebone

Creating the perfect night’s sleep

Beyond its clothing, home and fragrance style appeal, The White Company aims to be a destination for the ultimate night’s sleep. We created The Sleep Studio to bring a sensory service experience to customers revolving around ‘touch’ – developing an intuitive way for customers to navigate and choose.

A sensory service experience revolving around ‘touch’

‘The seven steps to a perfect night’s sleep’ is the experience we created to show duvets, toppers, mattresses, linen, headboard, pillows and bed displayed together, giving customers real-feel combinations to test and buy. A move away from technical specs into emotive steps for customers to discover the right choice.

Communication is designed to feel immersive, with the introduction of the font ‘Autumn Chant’ adding femininity to the brand handwriting. Product range take-away cards bring a personal ‘hotel’ touch and make comparison even easier, to buy now and build up collections over time.

We designed oversized fabric swatch books which hang from the perimeter walls inviting customers to take four tests: Touch, Rest, Comfort and Wrap. The Wrap test lets customers literally wrap themselves in duvets to check size, weight, feel and ‘lovability’ factor. These interactive touchpoints also serve as tools for colleagues to engage customers in their decision making process.

Sleep is in high demand and highly emotive

Across the store, smart fixturing, timber washes and crittall-style windows create a department store feel for each area, enhancing browse and visibility.

The partnership between sensory communications and immersive store design paves the way for a richer yet informative customer experience, and an innovative experiential brand response.