Simmons experiments with art of sleeping through bed-less pop-up event
Simmons Korea, a company that manufactures mattresses and bedding products under license from the global Simmons brand, took an experimental marketing approach. By staging a pop-up event featuring dance, culinary experiences and other forms of art, the company sought to explore the blurring boundary between sleep and dreams without a single display of its own products. Simmons on Wednesday unveiled an immersive art performance titled “The Breath Before Inspiration” at Simmons Gallery Seongsu in Seoul’s Seongsu-dong, exploring themes of sleep, dreams and inspiration. The performance was designed as an immersive experience in a space with no separation between the stage and audience. Dancers waved through the audience as they performed, viewers, pulling spectators along with them and drawing them into the performance itself. The performance translated four values that Simmons’ Beautyrest Black line products promote — tranquility, flexibility, resilience and structure — into distinct movements. Rapper and record producer Gray served as music director for the project, while spati
