IKEA Puts Phones (and Humans) to Bed with the New Phone Sleep Collection

Oct. 13, 2025

IKEA, the Swedish home furnishing retailer with over three decades of presence in the UAE, is helping people reclaim their nights with the launch of the Phone Sleep Collection, a line of miniature IKEA-style beds designed specifically for smartphones.

The playful collection encourages users to “put their phones to bed” at night, so they can fully enjoy their own IKEA beds, mattresses, and duvets. It promotes better sleep while gamifying rest through the Phone Sleep Challenge. Each mini bed features NFC technology that tracks how long a phone stays tucked in via the IKEA app. Users who let their phones rest for seven hours each night, for seven consecutive nights, earn an AED 100 voucher, redeemable at IKEA.

Carla Klumpenaar, General Manager of Marketing, Communications, HF & Retail Design, IKEA Al-Futtaim said:

“Sleep is one of the most important design projects in our lives, yet it’s often the most overlooked. Our phones have often become uninvited guests in the bedroom, disrupting the very moments meant for rest. The Phone Sleep Collection turns that challenge into a playful wellness routine, giving people permission to disconnect with intention. By combining design with a simple wellness solution, we are empowering people to reclaim their nights, take back control of their routines, and wake up recharged for what matters most. That is the IKEA vision of a better everyday life.”

 

The Phone Sleep Collection is the creative launch of IKEA’s Complete Sleep Collection, highlighting the brand’s sleep range and the importance of rest in the UAE. According to this year’s IKEA Sleep Report, the country scored 68 out of 100, just slightly above the global average.

Gautam Wadher, Chief Creative Officer at Memac Ogilvy, the agency behind the campaign said:

"One of the biggest barriers to good sleep isn’t noise or stress; it’s our phones. We wanted to change that with a bit of humor and a lot of heart. So we created the IKEA Phone Sleep Collection — tiny beds for your not-so-tiny habit."

 

Moemen Metwally, Creative Director at Memac Ogilvy added:

“We’ve all seen the rise of toys and collectibles. So we decided to create a toy with real value…one that helps people sleep.”

 

Customers who spend a minimum of AED 750 on IKEA products in-store, including at least one Complete Sleep Collection item, receive a complimentary mini phone bed at a dedicated desk after checkout. This allows them to join the challenge and earn IKEA vouchers redeemable on their favourite products.

The Phone Sleep Collection is available for a limited time at all IKEA UAE stores.