Project

IKEA slumber bag – A night you’ll never forget

Customer

IKEA

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Sleep rethought: in the middle of the mountains, in the middle of the IKEA feeling

In close collaboration with the agency &US and IKEA Austria, KESCH has created an extraordinary brand experience: the IKEA slumber bag – an innovative sleeping container in the form of an oversized FRAKTA bag. To mark International Sleep Day, the iconic IKEA element was transformed into a real place of longing for time out and relaxation.

In the middle of the snow-covered Salzburg Alps – at the Unterhofalm in Filzmoos to be precise – IKEA invited selected guests to a very special night. The view of the mountains, combined with high-quality IKEA sleeping comfort, transformed the compact container into an oasis of well-being.

KESCH was responsible for finding the ideal location and implementing the program and the entire event framework on site. The team also ensured the safe transportation of the container designed by IKEA to Filzmoos and took care of both the set-up and the supervision of the guests.

Highlights

Overnight stay in a container in the shape of a giant FRAKTA bag
Adventure location Unterhofalm, Filzmoos – in the middle of the Salzburg Alps
Equipped with the IKEA Sleep Essentials© for optimum sleeping comfort
Personal sleep advice for every guest – tailored to individual needs
Exclusive supporting program with snowshoe hike and Swedish dinner
Influencer Experience with Michael Buchinger and others on site

Fact box:

Project name: IKEA slumber bag
Location: Unterhofalm, Filzmoos
Period: March 2025 (around the International Day of Sleep)

Implementation

The slumber bag was much more than a container: it was a brand ambassador with a zipper. The well thought-out space with a glass front, minimalist interior and emotional setting made it clear how important the right sleeping environment is for our well-being – and how stylish it can look.

Designed according to the six IKEA Sleep Essentials (comfort, light, temperature, background noise, air quality and order & furnishings), each stay was personalized – including individual sleep advice and tailor-made furnishings. The experience: surprising, approachable, emotional.

Result: sleep that moves

The IKEA slumber bag was not only a visual highlight, but also a communicative powerhouse:

1,440 applicants for the overnight experience
Fully booked nights with selected guests
Large media reach through social media, press and influencers
Emotional added value for the brand – with lasting memorable value
A prime example of brand experience in action

WE CONFESS:
WE LOVE OUR CUSTOMERS.

…and maybe you soon?