The trend for novelty cafés has become hugely popular in London, with everything from crisp sandwiches to imported cereals making a splash in the local market. At the centre of this boom lies Shoreditch, where Swedish furniture retailer Ikea has now announced plans to establish a café which serves breakfast in bed.
From the 18th to the 20th of this month, exhausted commuters can pop in between 7am and midday to take advantage of the quirky offer and grab a quick cat nap before heading to the office. Alternatively, those seeking to emulate the Spaniards and indulge in a post-lunch siesta can book in for a sleep inducing tea between 12 and 3pm.
Customers can book either a single or double bed in advance, free of charge and choose an item from the so called “pillow menu”, which lists delicacies traditionally served as part of a Swedish breakfast. Afterwards, sleep specialists will be on hand to help visitors drop off for an hour, leaving them refreshed, nourished and hopefully in an excellent frame of mind to face the challenges of the working day.
Unfortunately, though, those hoping to use the pop-up café as a chance to get their hands on Ikea’s famous Swedish meatballs will be left disappointed, as these tend to be more of an evening staple. Instead, a range of breakfast options will be available, including toast and pastries, smoked or cured fish, fresh fruit, coffee and a variety of fruit juices.
While the temporary café may not offer Londoners the chance to turn up in pyjamas and stay quite as long as many would like, it may prove to hold the secret for a truly relaxing night’s sleep. Along with the sleep specialists, who will offer a number of tips designed to make the dropping off process a little easier, customers will be able to glean more information about the range of beds and mattress options stocked by Ikea – making this scheme arguably one of the cleverest marketing ploys in recent years.
With the average London commute lasting 37 minutes and many workers in the capital sacrificing sleep or breakfast in order to reach the office on time, pop-up cafés of this type may prove to be immensely popular with those wishing to redress their work/life balance. However, with a run time of only three days, customers seeking the ultimate luxury breakfast in bed may have to act fast or risk being disappointed; at least until the capital’s next bizarre café pops up with an even stranger concept.
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