Ikea has listened to what its customers want and given it to them — a night in an Ikea store. Nearly 100,000 people signed up to a Facebook group called “I wanna have a sleepover in Ikea,” and the dream came true for 100 lucky winners in the U.K., chosen at random from the 100,000 entrants.

The late-November event had a minimum age of 25 and a strict dress code, although for this occasion it was pyjamas-only. At 8 p.m. on the dot, Ikea’s guests ran into the store in Essex, in southeast England, like it was the first day of the sales, keen to bag the prime beds and the best linen choices.

Ikea sponsored a similar event in Australia in March, when it recruited “50 female flat-pack fans” on its Australian Facebook page for a night out of chick flicks, pampering massages and waiter service from handsome men — along with the chance to assemble small pieces of furniture.

Both men and women were welcome at the U.K. sleepover, and they were given goodie bags containing an eye mask, windup flashlight, midnight snack, towel and slippers. Massages, manicures, and a movie were all on the entertainment agenda for the evening, with cocoa, cakes and nonalcoholic mulled wine available from the cafe. Guests could watch the film “Monsters Inc” from the comfort of their own beds, and to round off the evening, Ikea brought in a minor reality-TV celebrity to read a bedtime story: Goldilocks and the Three Bears.

Source: Adage

Better tomorrow,

PR Pret-a-Porter.