Now this is one genius idea...
You know what it's like: we've all been there. You find yourself wandering around a vast IKEA store, getting increasingly lost and jittery as the hours swirl by, the whiff of Swedish meatballs but a distant promise. You turn to your partner. “It looks like we're going to be here all night,” you say, fear and panic etched across your fevered brow. Well now, your worst fears could be about to come true...
Yes indeed, because the innovative folks at IKEA have decided to launch a competition allowing 100 “lucky winners” to spend the night in their Lakeside store, just outside of East London. These winners will arrive at the store at 8pm to be greeted with mugs of hot cocoa, followed by an evening of entertainment, bedtime stories and “special celeb guests”, all enjoyed whilst in pyjamas, snuggled up in the recently refurbished bedroom department.
The reasoning behind the whole thing is because, according to IKEA's survey, us Brits take less than five minutes to choose the right mattress, so IKEA is trying to persuade us to try a little bit more before we buy. Apparently this is because we're all so buttoned up that we feel all shy and embarrassed when testing our prospective mattress.
Regardless though, this is a pretty hilarious opportunity – kind of terrifying (especially bearing in mind IKEA's plans for a new village over in Stratford) but also kind of brilliant. One just hopes there's no queue for the bathroom department...
Sleepover at IKEA Lakeside takes place on Sunday 27th November. To apply for a bed go to facebook.com/IKEAUK.
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