At the heart of the store we took the Comfort Zone and expanded it to provide a mattress testing area that includes a range of mattress types alongside their Adaptive Bed system where mattress firmness can be adjusted digitally within a single unit.

Leading with bed function at the start of a customer journey, we provided a digital platform which allows exploration of beds most suited to them in store, while also including accompanying products and bedding to be browsed within the same area.

Following on from that we wanted to create brand specific spaces throughout the store which tell their own story to customers in a format that displays varying forms, materials, function, price range and mattress technologies.

Each brand space was given its own aesthetic and unique way of communicating their product.

Alongside these we also included a new Furniture Department with Furniture Design Hub.

The hub includes range information and wardrobe finish choices with a platform for bedroom configuration digitally, presenting Bensons for Beds as a specialist in design as well as mattress function.

Additional features were included to physically showcase other new product types such as a developed Kids Zone, Bed-in-a-Box and Pillow displays.

Throughout the stores are also stations that provide digital interaction to allow further exploration of products available as an extension of the ranges on display.