Scan Magazine | Design | Hästens
On 17 May, Swedish luxury bed makers Hästens opened their very own flagship store in London.
The first thing we do is get the customers into bed; and even if they’re only popping in for five minutes, they might end up staying for 45 minutes instead when they realise how comfortable the beds are.” It can take people more than 45 minutes, even several visits, to find exactly what they are looking for at the store. The customers have to be confident in their decisions as they are making an investment, perhaps for life. “Buying the right kind of Hästens bed will bring both health and lifestyle benefits for the customers, so they will take their time when making their decisions,” says Newall. Go through zones to customise your bed The flagship store in Fitzrovia is divided into four different zones that will entertain and inform you, as well as help you choose the perfect bed for yourself. All customers will get a warm welcome as they step into the first zone that includes the Hästens Jubilea, an exclusive bed celebrating 160 years of providing great sleep. You can then continue onwards to the information zone, which will introduce you to the design, history, philosophy and natural materials that the beds are based on. In zone three, the sleeping zone, customers are very welcome to doze off on the different beds. It offers a calm and subdued atmosphere, which is perfect for testing and choosing your bed. You can experience first hand all the benefits of a Hästens bed. In the last section, you can finally get creative by looking at and choosing between the different styles and models of beds as well as the different colour schemes available and also select the perfect accessories to complement your bed. This is where all the different aspects are put together, and your handmade bed will start its journey.
Where to find them: Hästens Flagship Store London Fitzrovia 66-68 Margaret St, W1W 8SR Tel. 020 7436 0646
For more information, please visit: www.hastens.com/en www.facebook.com/hastensuk
Issue 42 | July 2012 | 35