Ikea's Beds Now Double as Confessionals

B-Reel collaborates with Akestam Holst to embroider important messages on retailer's mattresses

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Editor's Pick

IKEA, Akestam Holst and B-Reel invite you to say the most important things you want to say ("Marry Me," "Congrats on your new baby," "I really need to find a bathroom,") by embroidering them onto a brand-new mattress. A website lets you enter what you want to say and why, and a winner will be picked every week. IKEA will then stitch what you want to say onto the bed, and deliver it, as a surprise.

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Apr 22, 2013
Akestam Holst
Creative Director:
Andreas Ullenius
Viktor Jacobsson
Maja Folgero
Art Director:
Andreas Ekelund
Art Director:
Petra Albrektson
Digital Producer:
Alex Picha
Prod. Co.:
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