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Sweet Dreams

I bet you never thought to pay $25 for a nap.

Thanks for Jess for sending along news of Casper’s just-opened storefront in New York called The Dreamery. For $25 you can reserve a 45-minute slot for a refreshing nap (on a wonderfully comfortable Casper mattress, of course). They even provide sleep-inducing music (sleepcasts) and complementary PJs.

Fast Company writer Katharine Schwab describes her experience in detail – walking through a blue tunnel with twinkling “stars,” preparing yourself for your nap in a comfortable lounge, and then stepping into your pod, where you are welcomed with a personalized, handwritten note.

This is such an audacious idea when you stop and think about it – asking someone to pay you $25 to take a nap. But that people are actually doing it says something about the premium consumers place on having a unique brand experience.

It also says something about how analog and digital are blending in marketing strategy. E-commerce startups like Casper, Warby Parker, and Glossier clearly see the value of complementing their robust online presence, which is the core of their business, with a brick-and-mortar presence in key locations to help build their brands and create buzz.