When luxury sleep brand Drowsy Sleep Co unveiled its new additions to the Breakfast at Drowsy collection, the launch called for more than a traditional press event. It needed atmosphere, escapism and a touch of cinematic glamour.
We wanted to create an experience that embodied the collection’s mood from the moment guests arrived – elegant, nostalgic and indulgently slow-paced. The answer was a private screening of Breakfast at Tiffany’s at the iconic Selfridges Cinema.
Guests included long-time brand fans alongside newly introduced press from leading titles including HELLO!, The Daily Mail and The Standard. Upon arrival, attendees were immersed in the soft, dreamy world of Breakfast at Drowsy, with every touchpoint designed to reflect the collection’s luxurious aesthetic. Drowsy Co-founder and Global Brand Director, Thom Hemelryk was in attendance throughout the evening, personally introducing the new collection and sharing the inspiration behind the launch with guests.
The cinema was fully transformed with the collection’s branding, where no detail was overlooked – from bespoke movie tickets and branded popcorn cups to a vintage-inspired photo booth. Awaiting guests on each seat was a beautifully curated goody bag featuring the full Breakfast at Drowsy collection to take home.
By pairing the collection with a culturally iconic film in a luxury setting, we were able to reinforce the brand’s positioning while generating meaningful engagement across press and social channels.
From organic social content to post-event coverage, the activation generated excitement around the new range while strengthening Drowsy’s presence within the luxury lifestyle and wellness market. Watch our event video here!
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