GAMARDRÖM

IKEA

IKEA has been championing sleep for decades. And Minecraft gamers are the most sleep-deprived audience, giving up 912 hours of sleep a year to keep playing.

The deeper truth: gamers obsess over their character's health far more than their own. So the only way to change things is to make a good night's sleep part of the game.

GAMARDRÖM ("gamers' dream" in Swedish) is the first upgradable bed in Minecraft. Upgrading to GAMARDRÖM gives the character a double health boost, just as a good night's sleep should, but it also pauses the game for eight hours, so the gamer gets a full night's sleep too.

The idea lets IKEA do what it does best, making a better bed, in a place no furniture brand has been before.