Heather Meeder is a NYC-based writer and a member of the Riley Group.
New York City may be titled the city that never sleeps, but Casper Mattresses has found the perfect compromise to the hustle and bustle of the New York residents: a luxury nap experience. When entering the Dreamery by Casper located 196 Mercer Street NY was nothing more than a dream. Upon entry, you are encompassed by a hundred tiny twinkling stars leading you to the Dreamery lobby.
The lobby itself seems to cater to a younger audience, providing card games and the hip and trendy brands La Croix, Boxed Water is Better, and Chameleon Cold Brew. Right away I noticed that the Dreamery even provided comic relief for those needing rest by providing books to lull you to sleep in areas such as accounting, cooking, and theories in mathematics.
While geared toward buyers in their twenties and thirties, the Dreamery radiated a universal love and acceptance of napping and sleep . This experience really can be exciting for any demographic and can evoke a sense of community for all those who love their sleep. I found (being a lover of napping myself) that I connected quickly with the employees and others in the lobby.
A nap at the Dreamery costs $25, which earns you:
a 45-minute nap on the bed of your choice
drinks and snacks
access to a nap-prep refreshment room that includes face wash samples, earplugs and your own toothbrush and toothpaste
slippers and pajamas to borrow
access to lockers
Casper encourages dreamers to take and post pictures of their Dreamery experience to their social media. This helps Casper target look-alike audiences and sets its brand apart from its competitors.
Once I answered a couple questions about my napping preferences, I was given my pajama set and was led to the refreshment room to change and get ready. After the refreshment area, I was guided to my own Casper Nook in the next room to start my napping experience.
My Casper Nook was all ready, freshly made with my name on it. (There are a total of nine nooks.) There was also a WIFI password for me to use in case I could not fall asleep. I got settled into my nook and the employee mentioned that once I clicked the button to turn off the lights, the 45 minutes of rest and relaxation would begin. She said that when my time was up, the lights would come back on.
Once the light turned off, I fell right asleep and slept very soundly. The mattress felt like a cloud, supporting my back while my head was rested on the soft and light pillow.
I was disheartened when I was awoken by the bright light! I was led back to the refreshment room to change and then was brought into the lobby for snacks and coffee. I relaxed in the comfy lobby for ten more minutes, putting myself back together before reentering the always-busy NYC!
This experience did intrigue me to head over to the Casper Mattress store right behind the Dreamery. The retail shop itself has grown from a brick-and-mortar, transactional store into an experiential masterpiece. When entering the Casper store, it still had that dreamy feeling, and I was able to look at the products I had just experienced in the Dreamery.
Casper has toyed with experience in the past. It originally differentiated itself from competitors in 2014 when creating the concept of Nap Pods in Toronto.
Casper is set aside from its competitors by providing luxury products at a reasonable price. It serves up experiential marketing that targets younger audiences who have started looking to buy their own first mattress whilst targeting older adults searching for great quality, a 100-night risk-free trial, and again, affordability.
Casper has tailored its experience for those who seemingly love sleep, providing participants with the “best of the best” in linens, pillows, and mattresses. Casper provides their experience Monday through Saturday 12:00pm to 7:00pm (prime napping hours) on their Mercer Street locations. When looking back at the experience, I do not think this would have been a successful experience in many other places, but it sure works here in NYC. Casper Dreamery provides Manhattan residents with a tranquil oasis from the concrete jungle outside their doors, all the while showing off the luxury found in the Casper Mattress.
If You Go:
Address: 196 Mercer St., New York, NY 10012
Hours: 12pm-7pm Monday-Saturday