The Beautyrest brand was a premier sponsor of German composer Max Richter’s North American debut concert of “Sleep” March 12-13 at the SXSW (South by Southwest) Music Festival in Austin, Texas.
Beautyrest mattresses replaced traditional concert seating so 150 attendees could immerse themselves in the eight-hour, overnight “Sleep” experience, which is intended to put listeners to sleep. Scored for piano, strings, electronics and vocals, it’s Richter’s “personal lullaby for a frenetic world,” he said, and “a manifesto for a slower pace of existence.”
“One of the most pervasive misconceptions of sleep is that it’s simply our bodies ‘turning off,’” said Warren Kornblum, interim chief marketing officer of Atlanta-based Serta Simmons Bedding LLC, owner of the Beautyrest brand. “Together with Max Richter, Beautyrest is celebrating sleep as an active state when we restore and repair our bodies overnight to reach our full potential tomorrow. At Beautyrest, we are dedicated to continued innovation and have been researching sleep and developing unparalleled mattress technology for close to 150 years. And we know that only when we achieve optimal sleep can we be our best awake selves.”
In celebration of World Sleep Day on March 16, “Sleep” was made available for the first time to digital streaming partners.