JYSK lets guests try its beds on SkyView’s 48th floor, does experiential marketing pay?
Experiential marketing agency Orange Blue Creative has designed a sleep event called “Sleep Under the Stars” for JYSK, placing the retailer’s beds on the 48th floor of Emaar SkyView in Istanbul so guests could lie down and try them (Perakende.org, 13 October 2026). The programme included talks with a doctor and an astrologer, a guided meditation and wellness-focused refreshments. The report gives no event date, attendance figure or sales effect.
For anyone selling beds, sofas or furniture, the point is this: with products people buy by touch, the decision is made in the few minutes a shopper spends with the product. An experiential event carries those minutes outside the store. Without a measurement plan, though, nobody can say whether it brings in sales.
What happens at JYSK’s Sleep Under the Stars event at SkyView?
The event turns a tower floor into a sky-themed lounge. According to the report, the space combines an Istanbul panorama, star-inspired wall designs and a night-sky atmosphere. JYSK’s beds sit in the middle of it all, set up as spots where guests lie down and test the comfort. The product is not the backdrop of the scene; it is the centre.
Who do experiential events affect in furniture and bed retail, and how?
The winner is the retailer that lets shoppers test the product and can link the experience back to a store. The one under pressure is the business that competes on price alone and runs its showroom like a warehouse. Event venues, mall managers and wellness partners feel the effect indirectly.
How do you design an experiential event for a touch-and-try product like a bed?
In five steps: put the product at the centre, give people time with it, tie the programme to the product’s benefit, get to know your guests and draw a route back to the store. In the SkyView case, the report shows the first and third steps clearly. The other three are not covered in the report.
- Does the venue offer the floor and space to try the product properly?
- Do light and sound make lying down or sitting comfortable?
- How far is the nearest store, and is it easy to reach?
- Does the venue’s own name overshadow the product message?
- Is there a sign-up point to collect guest details?
- Can guests leave with an invitation that works in store?
How does a JYSK-style experiential event pay off online and in search?
An event is over quickly, but its content can keep working for months. The online return builds up in three places: images shared on social media, event and product pages on the brand’s own site, and the store’s visibility in local search. If those three are not linked, the interest scatters.
How can you measure the sales effect of an experiential event like JYSK’s?
By setting the yardstick before the event. This report has no sales, attendance or budget data, so no verdict on the SkyView event is possible. At your own event, though, you can track guests, store visits and sales with the same code.
What should furniture and bed retailers do this week after JYSK’s SkyView event?
There is no need to plan a big event this week; getting the store ready for experience is enough. Three jobs stand out: fix the trial area, prepare a tracking code and sketch a small event calendar.
Quick Summary
- Orange Blue Creative designed JYSK’s “Sleep Under the Stars” event on the 48th floor of Emaar SkyView in Istanbul (Perakende.org).
- Guests could lie on JYSK beds, and the programme included doctor and astrologer talks plus a guided meditation (Perakende.org).
- The report gives no event date, attendance figure or sales effect.
- According to Capital, JYSK opened its 15th store in Türkiye at Istanbul’s Starcity Outlet in September 2026.
- The sales effect of an experiential event can be measured with codes and metrics set in advance.
Short Glossary
- Experiential marketing
- Experiential marketing is the event and space design approach used to let customers get to know a product by living it.
- Conversion rate
- Conversion rate is the metric used to measure how many of the people who visit a store or event go on to buy.
- Tenant mix
- Tenant mix is the planning tool used to decide which brands a mall hosts, in what proportion and where.
Frequently Asked Questions
Next Step
If you want to design a measurable experiential event for your store, fill in the consult your expert form, and our desk will work out the venue, programme and measurement plan with you.
Sources: Perakende.org, 13 October 2026 · Capital, JYSK’s 15th store in Türkiye · JYSK, 21 November 2018
Updated: October 2026
Sık Sorulan Sorular
The doctor’s talk points to sleep quality, the meditation to rest, the refreshments to healthy living. Read together, they lead to one message: good sleep starts with a good bed. The astrologer adds a touch of curiosity to the room; it works as atmosphere, not as a product claim.
According to Begüm Albayrak, founder of Orange Blue Creative, “People may forget what they hear, but they remember what they live and feel.” That line states the core assumption of experiential marketing. Whether it turns into sales is a separate question of measurement.
According to Capital, a Turkish business magazine, JYSK opened its 15th store in Türkiye at Istanbul’s Starcity Outlet in September 2026, its seventh in Istanbul. So the brand already has a physical base in the city where the event took place. Whether the event invited guests to those stores, the report does not say.
Chains and independent stores selling products people try before they buy gain the most: mattresses, bed bases, sofas and office chairs. With these products, the shopper’s hesitation is one question: will this feel right at home? Lying down, sitting and touching answer that question before the sale.
A store where products wait in plastic wrap and nobody is invited to try them struggles. A shopper who cannot sit on a bed walks out and tests it somewhere else. The stock sits in the showroom, the till stays quiet, and once a rival offers an experience, price is the only defence left.
Experiential events give malls and towers a new way to use space. When a mall plans its tenant mix, a furniture brand that can offer a try-it area can become a valuable tenant. This is a reading of the trend; the report says nothing about mall management.
The desk recommends filling in this venue checklist before you book anywhere:
Every session should speak to a problem the product solves. At a sleep-themed event, that problem is poor rest, and a talk on sleep health can make the link. Verify every health-related statement with the official source; this is not medical or legal advice.
Lying on a mattress for a minute and resting on it properly lead to different decisions. In a busy store, a shopper may feel rushed with a sales assistant standing nearby. An event can offer the unhurried trial that a store floor often cannot.
The bed models guests tried can appear on their product pages alongside photos from the event. Topics discussed at the event can become frequently asked questions that feed those pages. That way, search engines and AI assistants have a clear path from the event to the product.
After an event, searches like “bed shop near me” land on local business profiles. If the profile does not show in-store testing, the address and current opening hours, the interest goes to a competitor. We look at why online and store retail belong at the same table in our article on ETİD and TAMPF.
The core metrics are the number of guests, visitors who come to the store with the event code, sales made with that code and their average basket. You can add the conversion rate from in-store trial to purchase. Measurement should run for a fixed period starting on the event date.
JYSK is a large group: a group press release dated 21 November 2018 reported 2,668 stores in 50 countries and EUR 3.577 billion in revenue for the 2017/18 financial year. These figures are not current; they only show the scale. A small retailer’s event will be smaller, but the logic of measurement stays the same.
Take your two best-selling mattresses out of their plastic, add pillows and a throw, and place a small card inviting shoppers to lie down. In a zone with high sales per square metre, this corner takes little space. It can still cut the number of shoppers who walk out without buying.
One evening in store, a talk with a sleep specialist and a store invitation for registered guests make a solid start. We build event concepts and measurement plans as part of our digital marketing service. If your event will use environmental or health claims, read our guide to proving eco claims; more cases are on our retail page.
Yes. Holding it in store, on one evening, with a small number of registered guests is enough. What matters is that people try the product and that you measure who comes back to the store.
Before the event, set up a code or invitation just for guests. Track the visitors and sales that come with that code over a fixed period. If you do not set the yardstick in advance, the result is a matter of opinion.
No, but trust grows when a speaker explains the problem the product solves. Verify any health-related statement with the official source; this is not medical advice.