SLEEPING IN AMBIANCE
Simmons Beautyrest
SmartMotion™ Digital Showroom
FOCUS
Simmons Bedding Company
YEAR
2016
BUSINESS CATEGORY
Retail
TYPE OF WORK
Art Direction
Motion Graphics
Lighting
Retail Innovation
UI/UX Design
Branded Experience
To help launch a new sleep tracking, Internet of Things (IOT) product, Simmons Bedding Company sought to reimagine the mattress shopping experience through a cutting-edge digital showroom that could mirror the luxury and innovation of their Beautyrest SmartMotion™ line.
The goal was to merge in-store comfort with the digital intelligence of SmartMotion technology—creating a space where shoppers could both see and feel the future of sleep.
Collaborators:
Florian Vollmer, Bill Bridwell, Jim Stocklosa, Andrew Zucker,
We crafted an immersive showroom experience in Atlanta and Las Vegas that brought the SmartMotion story to life through a seamless blend of spatial design, ambient lighting, and interactive digital displays. Drawing inspiration from Beautyrest’s brand DNA—sophistication, innovation, and wellness—we designed an environment that responded to the time of day, mirroring the SmartMotion bed’s dynamic adaptability.
Custom digital interfaces highlighted SmartMotion’s real-time motion tracking and sleep optimization features, allowing customers to explore the technology with intuitive visual tools. We also incorporated an LED color spectrum timeline to illustrate how SmartMotion™ adjusts through the night for optimal support and rest.
24-HOUR COLOR
LIGHTING EXPERIENCE
DESIGN HIGHTLIGHTS
FROM THE ATLANTA SHOWROOM
Ambient Experience: Light mapping shifted with real-time data to simulate SmartMotion’s personalized adjustments throughout the night.
Interactive Touchpoints: Users could engage with real-time biometric dashboards and SmartMotion stats
via displays.
Elegant Visual Language: A clean, modern aesthetic reinforced Beautyrest’s luxury positioning with smooth transitions and restful color palettes mimicking our daily experience from dawn to dusk.
Unveiled to the public as part of Simmons’ broader relaunch strategy, the SmartMotion Digital Showroom in Vegas not only amplified Beautyrest’s position as a sleep tech pioneer but also helped attract a younger, tech-savvy consumer base. The immersive retail experience redefined mattress shopping—transforming it from passive browsing into a dynamic, personalized journey of rest and rejuvenation.
The project was featured in the Beautyrest press release as part of their national campaign to relaunch the brand with renewed energy and digital integration. It stood as a symbol of how traditional retail can evolve into experiential storytelling that connects deeply with consumers.