Afternoon naps have long been scientifically proven to be beneficial to our health. Even a short 10-minute nap during the day can give us a welcome boost of energy and focus to perform better. The search for more wellbeing, both physical as mental is considered as one of the huge mega trends of the coming years. But, it is not because we know something is good for is, that we put it in practice. For instance, taking afternoon naps hasn’t been widely adopted in Paris and other busy metropols in the world so a few months ago Ikea, the famous Swedish furniture company launched eight siesta pods in Paris, offering a chance for a comfortable afternoon nap. Yellow room-like pods towed by electric bicycles where stuffed with everything you’d possibly need for a nice and tugged-in siesta: mattresses, pillows, cushions and duvets, along with a curtain and a big window for your privacy. The service was offered between 1:30 p.m. to 6:30 p.m. for a 30-minute session. In order to use one, you simply needed to share a story on Instagram or tweet #IKEAFrance and off you went.
These trend signals are interesting as one of the many proofs that companies, In order to be more relevant to their consumers lives, are more and more offering experiences and services that people find or really valuable, or a scarce to them. By translating, adapting or reconsidering their values with those of their consumer base, Ikea engages with more emotional, “we care for you” communication & marketing. In times of insecurity and stress about what’s coming, brands that understand what YOU need, are most welcome.