Emma The Sleep Company
Engaging Showroom Solutions
Case Study
Emma - The Sleep Company was founded in Frankfurt Germany in 2015. Expertly designed in Germany, an Emma Mattress provides optimal spinal alignment, isolates movement, and keeps the sleeper cool during the night, through patented technology. The company is dedicated to improving sleep quality and pushing innovation within the mattress industry. Rather than brick-and-mortar stores, they use a direct-to-consumer brand model that relies heavily on reputation, advertising, and marketing to generate sales. As the fastest-growing start-up in Germany & Europe, Emma Sleep was looking to launch the brand into the U.S. market through the Las Vegas Furniture Market in January of 2022.
The Ask
The team at Emma Sleep wanted to make a massive impression for their inaugural launch. The Las Vegas Market was the perfect venue to do so, as it is known for being one of the top furniture and home décor market trade shows in the U.S. with plenty of potential business connections. By securing the Specialty Sleep Association multi-vendor space, they sought to present themselves as an established brand by using eye-catching product displays and highly-visible statement graphics. The challenge they faced would be to differentiate their brand from the crowd of other vendors also exhibiting in the space.
The Solutions
Our Solution
The Look Company worked very closely with Scott Smalling, Chief of Retail and Innovation Officer, and Vincent Passanisi, Executive Vice President of Sales on artwork development, and the overall look and feel of the showroom.
In preliminary concept planning, The Look Company used their experience and familiarity with this particular market space to develop technical CAD drawings and photo-realistic renderings. This helped the team visualize the final result and make adjustments before implementation.
It was determined that a combination of freestanding displays and half-wall partitions would be best suited for the market space. By using our modular display components, multiple fabric and frame panels were built into custom configurations. Modular connectors provide unlimited design flexibility, which allowed the team to stretch their imaginations and push the boundaries of the design.
End Results
The Value Add
The response from the SSA (Specialty Sleep Association) and retailers visiting the display were enthusiastic about the newly introduced Emma Sleep brand. Based on the overwhelming response, future in-store projects with Emma Sleep have been planned to promote the brand throughout North America further.
We loved how you and your team were able to transform our shared space in the Specialty Sleep Association showroom into our own unique area that stood out from the rest. As this was the first time Emma had shown at Las Vegas Market, I was tasked to help create the perfect space. Although this was the first time I had ever had to create a project like this, you made the process very simple and easy. Not only were we happy with how our space turned out, but so were many of the retailers that came to visit. They did not expect to see such a well thought through and designed space. Thank you for all of your help, and looking forward to seeing what you can create when designing our own space.
— Vincent Passanisi, EVP of Sales for the US / Head of Retail Sales Emma - The Sleep Company
