IKEA just launched tiny beds for smartphones

IKEA plays its next card in the sleep game, but this time the mattress is pocket-sized.

The brand’s UAE arm just dropped the Phone Sleep Collection, a miniature bed set for smartphones, complete with wood slats, bedding, and an embedded NFC chip.

It’s the latest move in IKEA’s Complete Sleep initiative, aimed at getting customers to actually log off before bed.

The beds connect to the IKEA app, tracking how long a user goes screen-free at night.

Seven hours of phone rest for seven nights in a row earns shoppers a 100 AED voucher (about £20).

It’s gamified wellness, IKEA-style.

“Sleep is arguably the most important design project in our lives, but also the most neglected,” said Carla Klumpenaar, IKEA’s marketing and retail design director.

That line tracks with previous IKEA efforts in the sleep space, including their 2021 insomnia hotline in Belgium and the infamous DM-a-mattress-in-the-middle-of-the-night promo.

The concept comes from Memac Ogilvy, who designed the beds to feel like toys with a purpose. “People love toys,” said creative director Moemen Metwally. “So why not give them one that helps them sleep better?”

Retail