Last week Ikea has installed “Sovhotell” - meaning sleep hotel - in one of Stockholm shopping center. Sovohotell features a reception desk where guests can register for a 15 minutes nap and get not only eye mask and headphone sets to cut away the noise of the shopping mall but also pillows designed to suit different sleeping styles.

Following New York happenings of June 2006 where Ikea redecorated bus stops with its own design furniture, the sleep hotel seems to be the latest emotional branding initiatives launched by the well famous Swedish company to have consumers feel the brand in a non purchasing related experience.