• Sleep Sets for SLEEP + EAT 2018 introduces unusual partnerships

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    Sleep + Eat has announced the theme for this year’s Sleep Sets, as well as the four design companies inspired to create the concept rooms…

    image caption: Yasmine Mahmoudieh

    Sleep + Eat has announced the theme for this year’s Sleep Sets, as well as the four design companies inspired to create the concept rooms. The challenge for each designer is to partner with a brand but, in the tradition of Sleep + Eat, these brands are not the usual suspects. HBA London will be working with the Natural History Museum; Denton Corker Marshall will tackle West Ham Football Club; Yasmine Mahmoudieh is to pair with Penguin Modern Classics; and AB Concept will collaborate with Maison Pierre Hermé Paris. Each Sleep Set designer has been tasked with creating a guestroom concept based on their partner brand’s aesthetic and values. Innovative and engaging, the sets will facilitate new and imaginative ways for visitors to interact with the selected brands.

    Image caption: Angela Dapper

    Angela Dapper of Denton Corker Marshall states: “We are looking forward to unleashing our creativity on this year’s Sleep Set. It is energising to start from ground zero and execute our own creative ideas without constraint. We will be working on a West Ham themed room but in an unexpected way. We have extracted the theme to symbolise the layers of history and culture that surround the club. Our concept room is called ‘The 12th Player’ as it represents the idea of looking at the club from the outside in.”

    Having designed a Sleep Set back in 2013, Yasmine Mahmoudieh says that she is “thrilled to have been invited to design one once more. I feel that having Penguin as a brand partner is the perfect fit for me, as I have always had a huge passion for reading and working with the publishing company leaves a great deal of room for creativity.”

    Image caption: Constantina Tsoutsikou

    “Throughout our work, whether we are designing a boutique property, a private family home or for an international hotel group, we pride ourselves in expressing the essence and values of our client through design”, says HBA London’s Creative Director, Constantina Tsoutsikou. “Working with a world-renowned brand with its own visual vocabulary and identity such as the Natural History Museum is the perfect challenge for us and our Sleep Set will delve into ideas such as nature, exploration, discovery and environmental impact.”

    Ed Ng and Terence Ngan of AB Concept state that they are always excited to tackle interesting and unique design issues that evolve around a specific theme. “We are keen to be working with the renowned and well-recognised luxury brand, Pierre Hermé Paris, and look forward to finding an angle that captures the interest and enthusiasm of our peers and Sleep + Eat’s many visitors.”

    Image caption:Ed Ng and Terence Ngan

    Sleep + Eat will take place on Tuesday 20 – Wednesday 21 November 2018 in the National Hall, Olympia, London. For more information and to register for a complementary pass, visit www.sleepandeatevent.com

    Main image credit: SLEEP + EAT

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  • AUTHOR

    Hamish Kilburn

    All stories by: Hamish Kilburn