Sleep Event

What is Sleep?

Sleep is Europe’s leading event for the hospitality design, development and architectural community. It provides a platform for buyers to meet sellers from the hotel design sector. Every year, Sleep organizes a design competition, The Sleep Set, where design companies are asked to create a guestroom experience that pushes boundaries and explores new ideas. 

Every year, participants are given a theme within which to create a guestroom experience. This year’s theme explores “The Science of Tribes.”

Partnership The Sleep Event and SINUS

The idea to take a clear consumer target group briefing to start the design process is as obvious as marketing is all about, yet it has never been considered to apply it for a design competition or for the Hotel industry. UBM - one of the world's leading business-to-business (B2B) events organizer and SINUS have therefore decided to push boundaries in design and innovation by focusing on the various traveler’s needs and expectations compiled in one easy to understand framework - the Sinus-Meta-Milieu-Model.

nach oben

The Science of Tribes

Driven by rising consumer culture, individualisation and globalisation processes all over the world, societies have become more complex than ever before. As a result, SINUS has developed a different approach to grouping people and the societies to which they belong.

The identification of target groups by SINUS is derived from ethno-anthropology and is based on the analysis of everyday life and attitudes towards work, family, leisure and consumption. Exploring similarities and differences in people’s basic values, SINUS has researched individuals future plans, ideas, interests and orientation role models, as well as accounting for social situations such as income, education and profession.

In an aim to make a multidimensional world simpler, SINUS has collated their findings to group people similar in their approach to life, value orientation and social situation, as well as those who demonstrate similar lifestyles and likings.

This year’s Sleep Set competition challenges each design pracitce to immerse themselves in the world of their assigned tribe. In the beginning stages of their Sleep journey, discover how our designers started planning their hotel room concept, at the Sleep Set roundtable…

Target group-Workshop

"This is where we start the journey"

To start the design process for hotel rooms by understanding people needs is key to win in a blurring social reality. With the help of Sinus-Meta-Milieus it is possible to bring a bit more clarity into what consumers actually need. 

The process started with a one-day workshop 6 months ahead of the hotel event. 

Creative participants and designers met in London to receive a very illustrative briefing of what is the psychographical and sociological DNA of each Milieu. SINUS acted as a creative partner where knowledge transfer sessions followed by creative working session  in order to provide  a clear understanding to each team.  The challenge saw a pioneering collaboration between international design talents and social scientists, with five teams of designers and fit-out contractors each creating a room for a global ‘tribe’ characterised by their shared values, lifestyles and aesthetic preferences as identified by the Sinus Institute social model.

Further information on the Target group workshop:

”The teams were given 6 months time of concept and design development, international and local sourcing and then the final hurdle of building stands to bear the close scrutiny of visitors from across the hotel spectrum”

After 8 weeks the 5 teams came already up with their very conceptual ideas and revealed their visions of hotel tribes

Design of the future

“The winner of the Hotel concept competition was announced on November 23 2016 following individual presentations to the judges in front of the audience at the Sleep Conference, with the award going to the London team of global design practice Gensler for its innovative interpretation of local authenticity for its Digital Avant-Garde tribe.

Gensler winners: Joanna Varettas, Claire Richmond, Anna Kirkham, David Nicholls (Dornbracht)

In a first however, the judges also decided to award a Highly Commended accreditation, which was given to Tokyo-based Mitsui Designtec for its beautifully crafted biophilic room design for the Established tribe.

Matthias Arnold, Senior Research Consultant at SINUS, found the experience of working with Sleep completely inspiring: “The chance to work with five top design studios from across the globe was a great opportunity. It showed that consumer research, and in particular our SINUS lifestyle model, is more than just a description of reality. The Sinus-Meta-Milieus releases creativity for designers, using consumer insights as the foundation for imagination and experimentation as well as the means of always remembering whom the ideas are actually developed for.”

Member of the judging panel, Andrew Linwood of Areen Hospitality, spoke of the responsibility of his task. “Judging the Sleep Set was challenging. The theme of ‘Tribes’ effectively meant that each studio had a separate brief and so it was difficult to compare responses. However, the principles remained the same for each team - to reflect the characteristics, tastes and expectations of their tribe. In our assessment, two just edged ahead of the rest, with Gensler taking the lead due to their boundary-stretching approach and unusual ideas while Mitsui deserved a special commendation due to the extraordinary quality of their room. But I want to stress that all the designs were excellent in different ways.”

nach oben


Mitsui Designtec design for the Established Tribe

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.

“Our journey aligns heritage and connoisseurship with all the senses. Flowing water, wavering lights, a breath of air, the rhythms of life. The destination is internal fulfilment and emotional connection.”


WOW Architects design for the Intellectuals Tribe

Designing for Intellectuals, a tribe of culture-seekers and responsible connoisseurs, WOW 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.

“A retreat for uncertain times, the room as a haven of safety and comfort where guests select their preferred reality from a menu of options. The bath tub is elevated to the central character, stimulating a re-appraisal of the place of every element throughout the room.”


Studio Proof design for the Performers 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.

“Jo Anderson is at the peak of her career and expects the best from life, including her hotels. Hotel Confidential offers exclusivity, intimacy, modernity - and unexpected delights. She lies back on the chaise-longue, reflecting on sea and sky…”

Digital Avantgarde

Gensler design for the Digital Avantgarde 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 Avantgarde tribe. 

“Like a paper aeroplane when thrown, not knowing how far it will go or where it will land, perhaps picked up and thrown again, our guests seek an instinctive, unscripted journey which continues to shape and influence their lives.”


Aukett Swanke design for the Sensation Oriented Tribe

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

“This is a room in which to retreat and come together, offering an escape to real life, not from it. It could be anywhere, but while you are in it, you can only be here. A bivouac where guests create their own reality.”

Student Competition University of West London

(London, 8 November 2016) Sleep, Europe’s hotel design and development event, has announced a new collaboration for this year, with the University of West London (UWL), giving MA Luxury Hospitality Management students the opportunity to explore customer experience. In a competition which mirrors

the 2016 ‘Science of Tribes’ Sleep Set challenge for professional designers, all 33 students on this year’s course are creating an experience for a tribe as defined by the Sinus Institute social model which identifies social groups based on the shared values, lifestyles and aesthetic preferences of their members. The competition has been translated into a brand new module by UWL involving coaching by Sinus as well as appraisals by Sleep, and will culminate in a display of artwork and student presentations before a panel of judges drawn from the Sleep Set designers on Day Two of the event.

Working in seven groups, some of the students have submitted their “work-in-progress” ideas:




Chocolate designed for Milieus

Reflecting on Sinus Institute`s new perspective of the world consumer tribes the so-called “Sinus-Meta-Milieus”, Studio appetite created a bespoke culinary concept. Five inspirational stories were developed and tailored to each of them by one of the most exquisite chocolate makers in the world – OIALLA chocolate.  


   Digital Avantgarde