Purple, Austin, Texas

SHOWCASING COMFY materials, coordinated illumination and a contemporary aesthetic, this mattress showroom explains why it’s “all about the grid.”

1. DAWN TO DUSK

LED-illuminated silicone edge graphics (SEGs) are situated behind each headboard, placed there to enhance the brand’s “gradient story,” and visually play off the concept of dawn and dusk, according to Cindy Speters, Director of Retail Environments, Purple (Lehi, Utah) – the times when customers are engaging with their mattresses the most.

2. SHOW AND TELL

A digital “hero wall” highlights a moving, artistic interpretation of the grid technology that’s a key component of Purple mattresses. “When you think about museum-quality, interesting and engaging elements, this isn’t necessarily what you would expect for a commercial-type presentation as it displays a very artistic view of the ‘Grid,’ Purple’s most important innovation,” Speters says.

3. THE GRID

The brand’s grid technology is referenced in elements both big and small, from wall tile to stitching in the bed’s custom foot protectors. Influenced by work she saw in an art exhibit, Speters explains that a three-layer deck canopy gives customers “an entire view of the grid, which is completely unexpected until you lay on the mattress and look up.”

4. SHINE THE SPOTLIGHT

Though most of the lighting throughout is at a relaxing level, Speters says it was important to consider what to illuminate and why. “We were very careful about using narrow spotlights at the ends of the beds so we could keep that point of engagement there (where there’s informational literature) while keeping the pillow area moody and subtle,” she says.

5. IN THE MOMENT

As visitors move further inside, they can browse various mattress options, starting with “entry level” choices and moving toward more premium products. Monitors highlighting product information above each bed are triggered by a motion sensor, and nightlights and nightstands surrounding the beds reinforce a homey and calming aesthetic.

PHOTO GALLERY (2 IMAGES)
📷: Sara Jordan, Austin, Texas