The home retailer's multi-sensory ad can be pulled from a magazine to function as a bedside sleep aid

IKEA's Sömnig (Swedish for sleepy) advertisement takes comfort to a new level. Dubbed “the sleepiest print ad ever made,” it comes out of an issue of the United Arab Emirates-based Good magazine and engages multiple senses to promote better sleep.

The ad was printed with lavender-infused ink, an herb synonymous with relaxation and stress relief. On top of that, the ad can be removed from the magazine and folded to function as a bedside white noise machine. This “immersive sleep cocoon” is an indirect way to suggest the comfort of IKEA's mattresses.

IKEA

IKEA's Sömnig (Swedish for sleepy) advertisement takes comfort to a new level. Dubbed “the sleepiest print ad ever made,” it comes out of an issue of the United Arab Emirates-based Good magazine and engages multiple senses to promote better sleep.

The ad was printed with lavender-infused ink, an herb synonymous with relaxation and stress relief. On top of that, the ad can be removed from the magazine and folded to function as a bedside white noise machine. This “immersive sleep cocoon” is an indirect way to suggest the comfort of IKEA's mattresses.