Overview
- IKEA UAE’s Phone Sleep Collection introduces miniature IKEA-style beds for smartphones equipped with NFC to detect when a phone is tucked in at night.
- The IKEA app logs nightly phone “sleep,” using presence in the mini bed as a proxy for disconnection from late-night scrolling.
- The 7-Day Phone Sleep Challenge awards an AED 100 IKEA voucher after seven consecutive nights with at least seven hours recorded.
- Coverage notes the promotion is currently limited to the United Arab Emirates, positioning the effort as a localized rollout.
- IKEA frames the initiative within its Complete Sleep campaign, with marketing lead Carla Klumpenaar emphasizing permission to disconnect with intention.