Sleep + Eat has announced the theme for this year's Sleep Sets, as well as the four design companies inspired to create the concept rooms. HBA London will be working with the Natural History Museum; Denton Corker Marshall will tackle West Ham Football Club; Yasmine Mahmoudieh is to pair with Penguin Modern Classics; and AB Concept will collaborate with Maison Pierre Hermé Paris.
Each Sleep Set designer has been tasked with creating a guestroom concept based on their partner brand's aesthetic and values. Innovative and engaging, the sets will facilitate new and imaginative ways for visitors to interact with the selected brands.
"We are looking forward to unleashing our creativity on this year's Sleep Set," commented Angela Dapper of Denton Corker Marshall. "It is energising to start from ground zero and execute our own creative ideas without constraint. We will be working on a West Ham themed room but in an unexpected way. We have extracted the theme to symbolise the layers of history and culture that surround the club. Our concept room is called 'The 12th Player' as it represents the idea of looking at the club from the outside in."