Bedmaker Silentnight has launched its Studio contemporary bed and mattress brand with two central London pop-up shops. Designed with style and simplicity at its heart, Studio by Silentnight is targeted at a young, style-conscious consumer, and enables customers to build the bed they require in four simple steps, and top it with the mattress they’ve been waiting for.

Playing on the brand’s boxed mattresses, the stores were designed on a ‘Studio out of the Box’ concept and presented the new mattress and bed pairing. Located in Piccadilly and Shoreditch, visitors were treated to a ‘day to night’ experience, including breakfast in bed, camomile tea and jam-jar cocktails.

Scents of fresh laundry and lavender were diffused as part of the walk through experience, which also included balloon cloud sculptures and weather effects.

Nick Booth, marketing director at Silentnight Group, says: “After a brilliant reaction from the trade we couldn’t wait to invite the public to experience Studio by Silentnight as part of our pop-up concept stores. We spent three days in each location and simply let people get to know the brand. It was great to see visitors relaxing and having fun testing the products. Expect to see the brand popping up in new city centre locations this year.”