Sleep Set designers reveal their visions for hotel tribes

This year, Sleep has pioneered a collaboration of international design talent and social scientists that will transform the way hotels and designers think about the spaces they create. Now, the first intriguing glimpses into the initial work have been revealed, hinting at what visitors can expect to experience for real at Sleep in November.  Inspired by a ‘Science of Tribes’ theme, the five design firms participating in the 2016 Sleep Set competition – Sleep’s annual guest room feature that is widely recognised for challenging convention –  are Aukett Swanke, Gensler, Mitsui Designtec, Studio Proof and WOW Architects, and each is designing a room for a different tribe.

Designing for the “Milieu” of creative and individualistic global nomads, Gensler will create a guestroom experience to celebrate the experimental habitat and chameleon nature of the ‘Digital Avant-garde’ tribe.

Designing for ‘Performers’ who are high-achieving individuals and the economic elite of all the tribes, Studio Proof has created a fictitious member of the tribe, a driven professional who’s also a pleasure seeker and early adopter. The designers have imagined her story.

Designing for ‘Intellectuals’, a tribe of culture-seekers and responsible connoisseurs,WOW Architects will create a space in which the guest can make the most of the luxury of time, where it is possible to connect to the many layers of life.

Designing for the status-conscious ‘Established’ tribe, Mitsui Designtec will create a guestroom experience offering everything money can’t buy, fulfilling emotional satisfaction, creating a family environment and addressing all five senses.

Designing for experience-driven individuals who reject traditional social conventions,Aukett Swanke will create a completely immersive environment for the ‘Sensation Oriented’ tribe.

This year’s ‘Science of Tribes’ theme is drawn from the Sinus Institute social model which identifies social groups based on the shared values, lifestyles and aesthetic preferences of their members, giving participants and visitors the opportunity to explore the science of hotel design.

The Sleep Sets will once again be located on the Gallery level of the “Other Hall” in London’s Business Design Centre. Visitors will be able to hear the designers make their case before a panel of judges in a conference session on Day Two, followed by the announcement of the winner of The Science of Tribes Sleep Set competition.

Register for a complimentary pass to Sleep and find out more about the conference and exhibition as well as Sleep Set at

Sleep will take place on Tuesday 22nd and Wednesday 23rd November at the Business Design Centre in London.