Ikea is one of those brands Stuff gazes at longingly from afar. You can buy the Swedish company’s products here, but they’re not officially sanctioned by Home Base. Even that route wouldn’t work for the latest (and cutest) product to require you to assemble it yourself.
Part of the so-called Phone Sleep Collection, qualifying buyers can nab a teeny tiny little bed for their smartphone. Tucking your internet portal in at night will generate discount codes… eventually.
Ikea you
There’s a catch, of course. These little build-it-yourself smartphone beds are only available via Ikea in the UAE, meaning you’ll need to travel to Dubai or Abu Dhabi to grab one. But first, you’ll have to buy something else. Anything else, as long as it costs more than R3,500 and includes one item from the brand’s Complete Sleep Collection.
Oh, and there’s one more catch. You’ll need to stick around in the UAE for a week to generate your discount (a measly R470 Ikea voucher).
The point? To help you sleep better while generating some marketing. The campaign launches something called the 7-Day Phone Sleep Challenge, which is exactly what it sounds like. The little bed’s NFC pops open the Ikea app and tracks the phone’s lack of movement at night. Complete a week, get your discount.
According to the brand’s Carla Klumpenaar, ” The Phone Sleep Collection turns that challenge into a playful wellness routine, giving people permission to disconnect with intention. By combining design with a simple wellness solution, we are empowering people to reclaim their nights, take back control of their routines, and wake up recharged for what matters most.”
