A dreamlike atmosphere for the Belgian creative bed & mattress crafters at Sleep Design. Their main distinctive asset is the ability to make all products by themselves. Every bed, every mattress can be custom designed and manufactured at their local workshop.

Creneau took a similar approach to creating the new Sleep Design identity: using creativity and craftsmanship for a fresh new logo, interior design, shop front and more. Most bed & mattress stores take the same approach to welcoming their customers in a bright, often very white, open area. To set Sleep Design apart from the rest, Creneau linked the interior design of the store to the main event of any bedroom: dozing off into dreamland. A good bedroom is dark, cool and quiet, so the new showroom also uses mainly darker hues. To link up sleep with the local and creative craftsmanship of Sleep Design, Creneau turned to Belgian art icon René Magritte for surreal and dreamlike inspiration.

There’s also a huge test-bed where customers can sink into a warm, soft slumber while gazing up at a canopy of stars. Part of the ceiling of the store is dotted with quotes related to the wonders of sleeping and dreaming the night away.

DOZING
OFF INTO
DREAMLAND

Apart from the nightscape-colors, a series of unexpected objects and artworks add to the slightly off-kilter feel of a dreamlike environment. For example, to give certain chairs personality we overlaid them with Sleep Design mattress fabric, creating
unique design pieces.

PROCESS
INSPIRATION
WALL

There’s an ‘process inspiration wall’ (you’ll have to come over to find out what’s in it) and even the parking lot design refers to the beds.

The new logo is a clean, crisp reference to the international symbol of ‘measurement’ (see: craftsmanship) and a pared-down visualization of a bed (see: product).

The visual identity was expanded with the design of the website and warranty booklets containing extra tips & tricks for maintaining your bed & mattress.