Client
Purple Mattress
Agency
Goods & Services
Role
Design & Art Direction
Year
2020
Challenge
As part of Purple Mattress brand refresh, we got the opportunity to create the stores experience.
The brief
As part of our engagement with Purple, we set out to reimagine the customer journey for one of life’s most significant purchases: choosing the right mattress.
Our research revealed that Purple’s perception within the category had become overshadowed by new entrants heavily focused on communications, branding, and diversified product offerings. Yet, Purple is a true pioneer in the sleep industry, with patented GelFlex Grid technology that sets them apart as innovators in comfort and sleep science.
The challenge was clear: How might we redesign the experience to introduce Purple to new customers, foster education about its differentiating technology, and create moments of meaningful discovery?
By crafting a customer-centric strategy, we sought to elevate Purple’s unique value proposition, ensure clarity around its innovative offerings, and position the brand as the definitive choice in a competitive market.
▲ Solution
From concept to execution, we crafted a distinctive brand experience that showcased Purple’s essence in a way only they could own.
We began with moodboards and experience mapping to establish a unique design language inspired by light, soft natural materials, rounded edges, and intimate enclosures that prioritized the customer’s individual journey. Digital displays became a key element to bridge the communication gap, clearly conveying the product's unique technology and value.
Guided by the internal mantra, "Feel The Float," our solutions aimed to immerse customers in Purple’s signature comfort and innovation. Controlled lighting integrated into the walls set the tone for the experience, creating an inviting and serene environment visible even from a distance.
To reinforce this narrative, we designed digital displays featuring elements, materials, and imagery of people in a state of floating—symbolizing Purple’s unparalleled sleep experience. Strategically placed above mattresses, these displays allowed Purple associates to personalize and guide customers through their discovery journey, creating moments of education and wonder that ultimately deepened the connection to the brand
