Record-Breaking Retailer Slumber Parties

This IKEA pyjama gathering was held by the housewares retailer to break the Guinness World Record title for the largest gathering of people at a single venue wearing two-piece pyjamas. The event was held at the brand's Älmhult, Sweden headquarters and consisted by 2,052 IKEA co-workers who each donned limited-edition pajamas crafts out of recycled plastic with the brand's veggie balls adorned on the exterior. The event is record-setting, but also marks the brand's release of the IKEA Life at Home report that revealed 55% of consumers rate sleep as the most important wellbeing activity they participate at within the home.

Managing Director of IKEA Sweden Fredrika Inger spoke on the IKEA pyjama gathering saying, "We’re thrilled about this collective effort, coming together to highlight the importance of sleep. Good sleep benefits everyone, and we believe that by prioritizing it, we can genuinely make a big difference. Small adjustments, like choosing the right pillow or lighting can lead to big improvements. Our goal is to make these improvements accessible to everyone because good sleep should be something everyone can achieve.”