IKEA, Akestam Holst and B-Reel invite you to say the most important things you want to
say ("Marry Me," "Congrats on your new baby," "I really need to find a bathroom,") by
embroidering them onto a brand-new mattress. A website lets you enter what you want
to say and why, and a winner will be picked every week. IKEA will then stitch what you
want to say onto the bed, and deliver it, as a surprise.