Posted 11th Jul 2018

Sleep + Eat unveils theme for 2018 Sleep Sets

By KBBDaily on 11th July 2018 - 14:27pm
bathroom, sleep + eat, event, hotel, hospitality, designer, design, west ham, natural history museum, penguin, kbb, kbbdaily

Sleep + Eat – the annual hospitality design event, which is being held on the 20-21 November at London’s Olympia – has named the theme for this year’s Sleep Sets, challenging designers to partner with brands to create a guest room concept.

However, the brands chosen are “not the usual suspects”, according to Sleep + Eat. HBA London will be working with the Natural History Museaum, while Denton Corker Marshall will work with West Ham Football Club, Yasmine Mahmoudieh will partner with Penguin Modern Classics, and AB Concept with work with Maison Pierre Hermé Paris.

The four designers have been tasked with “creating a guest room concept based on their partner brand’s aesthetic and values”. “We are looking forward to unleashing our creativity on this year’s Sleep Set,” said Angela Dapper of Denton Corker Marshall.

“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. Our concept room is called ‘The 12th Player’ as it represents the idea of looking at the club from the outside in.”

HBA London creative director Constantina Tsoutsikou added: “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.”

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