Ikea's Beds Now Double as Confessionals

B-Reel collaborates with Akestam Holst to embroider important messages on retailer's mattresses

Published On
Apr 21, 2013

Editor's Pick

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.