Hästens Designers x Accor

1. Objective

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The campaign aims to revive sales and strengthen market presence for the Hästens Designer Collection, which underperformed due to limited initial promotion. The goal is to:

• Increase visibility among high-value customers.

• Position Hästens as a premium supplier within the luxury hospitality sector.

• Bridge the gap between online product perception and real-world experience.

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2. Target Audience

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​The primary target audience comprises affluent travelers and hotel guests within the luxury segment who are willing to invest in high-end, handcrafted mattresses and bed collections. The secondary audience includes eco-conscious consumers who prioritize sustainability, wellness, and design in their purchasing decisions. Additionally, the brand caters to B2B clients, specifically luxury hospitality partners seeking premium sleep solutions to enhance their guests' experience.​

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3. Strategy & Concept

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Through a collaboration with Accor Hotels, Hästens products will be strategically positioned to reach customers in the right context:

• Pop-Up Experiences: Installed in highly visible hotel lobbies to allow direct interaction with the Designer Collection beds.

• Penthouse Integration: A featured Hästens bed placed in select penthouse suites, included in the room experience to demonstrate luxury and comfort.

• Design-Led Concept: Each pop-up will incorporate symbolic visuals (clouds, feathers, moonlight) to immerse visitors in the feeling of “sleeping on a dreamscape.”

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4. Execution

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This campaign will be executed via incorporating the following components:

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• Pop-Up Displays: Three installations across luxury Accor properties, each staffed by a Hästens sales representative and supported with brochures, catalogs, and QR codes for product inquiries.

• Penthouse Showcase: One Designer bed placed in a suite as part of a trial initiative, marketed internally as part of the guest’s luxurious stay.

• Visual Identity: Calming tones of white, blue, pink, and purple, combined with Hästens’ signature check design, emphasized serenity and exclusivity.

• Engagement Rules: Guests will be invited to indulge in the Hästens experience, capture elegant, family-friendly moments, and share their experience on social media with the official Hästens tag.

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5. Results & Impact (Projected)

​Upon the closing of this campaign, we hope for the following results:

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• Expanded exposure of Hästens to a new segment of affluent travelers.

• Elevated brand association by aligning Hästens with Accor’s global luxury portfolio consisting of 12 brands across 55 hotels in various categories, ranging from luxury to economy, as well as workspaces, entertainment, and experiences.

• Strengthened positioning as a luxury lifestyle brand rather than solely a mattress company.

• Created a scalable model for future global rollouts across Accor properties.

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