Sleep Collaborates with University of West London in Student Competition


(London, 8 November 2016) Sleep, Europe’s hotel design and development event, has announced a new collaboration for this year, with the University of West London (UWL), giving MA Luxury Hospitality Management students the opportunity to explore customer experience. In a competition which mirrors
the 2016 ‘Science of Tribes’ Sleep Set challenge for professional designers, all 33 students on this year’s course are creating an experience for a tribe as defined by the Sinus Institute social model which identifies social groups based on the shared values, lifestyles and aesthetic preferences of their members. The competition has been translated into a brand new module by UWL involving coaching by Sinus as well as appraisals by Sleep, and will culminate in a display of artwork and student presentations before a panel of judges drawn from the Sleep Set designers on Day Two of the event. 

Working in seven groups, some of the students have submitted their “work-in-progress” ideas: 

Sensation Oriented: Experience-driven Unconventional Peer group oriented

Sensation Oriented

“The idea is to replace the typical paper menu in restaurants with Virtual Reality glasses. Through the glasses customers will be taken to a street food market and they will choose their dinner menu based on that experience.”

Performers: High Achievers Economic Elite Early Adopters


“This concept is a guest service enhancement application. Guests will be given a tablet or an SD Card upon arrival, this App has all the services provided by the hotel as a module on the home screen. Customers can use this and navigate their way through without the assistance of the concierge.”

Established: Status conscious Connoisseurs Conservative tastes


“Our innovation will strive to evoke a personal sentimentality within guests’ suites via individually constructed scents that will infuse the air”

“We are delighted to be working with the Luxury Hospitality Management department of UWL,” says Joel Butler, Event Manager of Sleep. “We are proud of our record in working with design students and colleges from around Europe to excite them about hotel design, but this year is slightly different. We hope UWL’s students will return to their hospitality management careers with a new insight into what scientifically based and artistically creative design can achieve for their businesses”.

Sleep will take place on Tuesday 22nd November and Wednesday 23rd November at The Business Design Centre in London. The announcement of the winning student team, the best exhibition stand and the Sleep Set winner will be made at 13.00 hrs on Day Two.