Let’s face it. The UAE is a “hustle-and-bustle” type of city where people strive to get to the top…even if it costs them their sleep routines. In fact, people in the UAE tend to rank “poor sleep” among their top lifestyle frustrations. Yet, the biggest killer of sleep isn’t the car horns by your building, the work stress, or the lack of greenery. It’s their screens. Our phones have become the last thing we touch before we get some shut eye and the first thing we reach for when we wake up. Research within IKEA showed that the nation’s sleep score sits only slightly above the global average. Not good enough.

Awareness was high so people didn’t need more advice. They needed a fun away to disconnect.