Context

For most consumers, testing a mattress before purchasing is a crucial step: 95% of mattresses are bought only after being tried. Yet, traditional mattress trials often take place in stores, offering a limited and uninspiring experience.

Challenge

How can Tréca redefine the mattress trial experience, making it more memorable, engaging, and culturally enriching?

Insight

Luxury is not just about comfort—it’s about experience, exclusivity, and emotion. A mattress trial should feel just as exceptional as the product itself.

Idea

For one week, Tréca offered visitors of the Opéra Garnier in Paris a one-of-a-kind experience: the chance to lie down on a Tréca mattress and admire the breathtaking ceiling of the Grand Foyer from an unprecedented angle.

Experiential

Role

Creative strategy.

Using Format