SLEEPDAYS IS A NEW BEDDING MANUFACTURER BASED ON THE CONCEPT OF “BEST SLEEP, EVERYWHERE.”COMPARED WITH COMPETING BRANDS, SLEEPDAYS HAS LOWER NAME RECOGNITION AND HAS FEW STORES. OUR OBJECTIVE WAS TO COME UP WITH AN IDEA TO GET MORE CUSTOMERS TO EXPERIENCE THE QUALITY OF OUR VAUNTED PRODUCTS. IN JAPAN, OVER 10,000 ACCIDENTS OCCUR ANNUALLY ON HIGHWAY. SURPRISINGLY, HALF OF THE HIGHWAY ACCIDENTS ARE CAUSED BY DROWSY DRIVING. SO, WE OPENED THE WORLD’S FIRST HOTEL AT A REST AREA ON THE TOMEI EXPRESSWAY, WHICH HAS THE LARGEST TRAFFIC VOLUME IN JAPAN FOR SUCH HARDWORKING JAPANESE DRIVERS. GUESTROOMS ARE THE DRIVER’S CARS. WE MADE THE CAR RELAXING NAP ROOM WITH SLEEPDAYS’ PRODUCTS. WHEN A DRIVER ARRIVES IN THE REST AREA, SLEEPDAYS’ CONCIERGE TURNS THE CAR INTERIOR INTO A COMFORTABLE BEDROOM LIKE A HOTEL SUITE. WE ALSO OFFERED A WAKE-UP CALL SO THAT DRIVERS WON’T OVERSLEEP, AND A ROOM SERVICE THAT DELIVERS MEALS AND DRINKS. IN THIS WAY, COUNTLESS NUMBER OF PARKED CARS WERE TRANSFORMED INTO THE GUEST ROOMS OF HOTEL HIGHWAY, AND A NEW SPACE TO EXPERIENCE OUR HIGH-QUALITY PRODUCTS.