IKEA Launches Innovative 'Phone Sleep Collection' to Promote Healthier Sleep Habits
United Arab Emirates, 9 October 2025
In a pioneering move to combat the growing issue of technology-induced sleep disturbances, IKEA has unveiled its latest initiative—The Phone Sleep Collection—designed to foster healthier sleep patterns among its customers. As a cornerstone of its broader Complete Sleep campaign, this innovative collection aims to address the challenges posed by excessive smartphone use before bedtime, encouraging individuals to embrace a more restful night.
According to the IKEA Sleep Report 2025, the UAE has recorded a Sleep Score of 68 out of 100—slightly above the global average of 63—yet still indicative of the need for improvement in sleep quality within the region. This score is derived from an assessment of five critical factors: overall sleep quality, time taken to fall asleep, sleep continuity, total sleep duration, and waking conditions upon rising. As more people struggle to find balance in their busy lives, the report suggests that simple changes can lead to significant enhancements in sleep wellness.
In response to the findings, IKEA’s new campaign playfully reimagines the pre-bedtime ritual by encouraging users to ‘put their phones to bed’—a concept symbolized by charming mini IKEA-style beds designed specifically for smartphones. The conceit of dedicating a sleep space for devices highlights the importance of minimizing distractions and setting boundaries to create a more conducive atmosphere for restful slumber.
The initiative includes the 7-Day Phone Sleep Challenge, an interactive program designed to engage the community and motivate participants to adopt healthier bedtime routines devoid of digital interruptions. This challenge recontextualizes a common modern dilemma into a constructive habit while exemplifying IKEA’s commitment to providing impactful lifestyle solutions beyond traditional furniture offerings.
To partake in this challenge, customers who spend a minimum of AED 750 in-store—including at least one product from IKEA’s sleep range—will receive a complimentary mini bed for their phones. This handover occurs at a dedicated service point immediately following the checkout. An IKEA representative will not only present the mini bed but will also elaborate on the initiative’s significance and provide guidance on incorporating this new practice into customers’ nightly rituals.
Carla Klumpenaar, General Manager of Marketing, Communications, HF & Retail Design at IKEA, emphasizes the inspiration behind the Phone Sleep Collection. She stated, “Sleep is one of the most important design projects in our lives, yet it’s often the most overlooked. Our phones have become uninvited guests in the bedroom, disrupting moments meant for rest. The Phone Sleep Collection transforms that challenge into a playful wellness routine, empowering individuals to disconnect with intention. By marrying design with wellness solutions, we aim to help people reclaim their nights, regain control over their routines, and awake refreshed for the challenges of the day.”
Included in the challenge is a uniquely designed phone bed that features an integrated Near Field Communication (NFC) tag, which activates the IKEA app when the phone is placed on it at bedtime. This app quietly tracks sleep patterns, logging both the commencement and conclusion of each night’s rest, allowing participants to monitor their overall sleep quality without the distraction of notifications or alarms. Following a successful completion of logging 7 hours of sleep over seven consecutive nights, participants can access their sleep data and receive a AED 100 voucher at any of IKEA’s Customer Service Centers or designated checkout points, thus incentivizing the adoption of healthier sleep habits.
The Complete Sleep range encompasses a variety of products tailored for optimizing sleep comfort and quality, and it is available at all IKEA stores in the UAE as well as online via www.ikea.com/ae. This initiative represents not only a product launch but a cultural shift towards valuing quality rest in an increasingly frantic world—one that encourages a conscious approach to digital consumption and personal wellness.
In an age where screens dominate much of our attention, IKEA’s Phone Sleep Collection stands as a testament to the brand’s innovative ethos, addressing the intersection of technology and personal well-being by promoting healthier living through thoughtful design.
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