Sleep is rare at Lowlands. Together with IKEA, we created DRÖMLAND: an immersive, oversized IKEA bedroom to take the powernap of your dreams at Lowlands.

Festival-goers looking for a break could step into a dreamlike space filled with soft mattresses, cushions, and blankets for the ultimate disco dutje: a 10-minute audiovisual experience to recharge before diving back in with renewed energy.

With DRÖMLAND we found an authentic way to connect IKEA’s brand and bedroom range with people who need a good night’s sleep the most. DRÖMLAND gathered lots of buzz online before and during the festival, making the brand activation one of the most talked about (and queued up for) events of the weekend.