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.
GROUP SLEEP Attendees of the North American concert debut of “Sleep” at the SXSW (South by Southwest) Music Festival in Austin, Texas, were able to spend the night on Beautyrest mattresses.
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.”
Following the event, Beautyrest and SXSW partner Universal Music Group donated the mattresses to local Austin-based charities SAFE and Austin Disaster Relief Network.
In celebration of World Sleep Day on March 16, “Sleep” was made available for the first time to digital streaming partners.
