Superfutures to create “The Sleep Experience” Bar at Sleep 2016


Science of tribes

Sleep, Europe’s leading annual hotel design and development event, can reveal that interior design and branding agency Superfutures will create the 2016 Sleeper Bar, the pop-up installation designed afresh each year by a celebrated creative talent. The bar is the networking hotspot over the two-day event, the place where visitors and participants reconnect and establish new relationships. For the nominated design team, it’s a unique opportunity to let their imagination fly and create a show-stopping experience free from the constraints of permanent structures.

Superfutures - a design studio rapidly gaining acclaim for innovative ideas that translate into exceptional hospitality spaces – is looking to the theme of this year’s Sleep event, ‘The Science of Tribes’, for the Sleeper Bar concept. Drawn from the Sinus Institute social model, this premise identifies social groups based on the shared values, lifestyles and aesthetic preferences of their members. In this way, the bar will act as a lens to further explore the individual meanings behind the neighbouring Sleep Set bedrooms, each of which will interpret a Sinus tribe through its interior design.

Ben Webb, Director of Superfutures explains: “Our thinking behind this year's event is to push the boundaries of the Sleeper Bar whereby the main focus is no longer purely on the bar. Our ambition is to create the "Sleep Experience", integrating both the Sleep Sets and Sleeper Bar into one coherent space. It will be a fully immersive experience provoking the senses through a series of environments all stemming from one simple question: Which tribe will you choose?”

Superfutures is currently working on a range of F&B projects, including the London flagship of Obicà, a mozzarella bar concept already enjoying success with its roll-out across Italy. Other projects include restaurants based on 1930s Shanghai chic for the Ping Pong Dim Sum Group, and Patara, a fine-dining Thai venue. In addition to leading the architectural and design aspects of projects, Superfutures also defines F&B concepts through the development of branding strategies for venues like Black Roe, a new restaurant featuring Pacific Rim cuisine in London’s Mayfair.

As the Sleep Bar designs grow increasingly innovative and experiential year-after-year, their reach has been proven to extend beyond the event. Previous pop-up concepts have garnered acclaim in the Restaurant & Bar Design Awards, including Conran+Partners’ ‘Drink Me’ bar from 2015 which is currently shortlisted in the 2016 competition.

Sleep will take place on Tuesday 22nd and Wednesday 23rd November at the Business Design Centre in London. Register for a complimentary pass to Sleep and find out more about the conference and exhibition, Sleep Sets and Sleeper Bar at