Earlier this year, Beautyrest sponsored a live performance of Max Richter’s 8-hour masterpiece SLEEP at SXSW. The absorbing performance is now headed to New York City for the first time, with two nights of performances on May 4 & 5 at Spring Studios. Doors will open at 9:00pm, the concert will begin at 10:30pm. Tickets will be announced on the artist’s social media accounts.
For the live presentation of SLEEP, Beautyrest mattresses will replace traditional concert seating so attendees can immerse themselves into the eight-hour overnight SLEEP experience.
SLEEP was released on Deutsche Grammophon in 2015. The eight-hour long piece is intended to send the listener to sleep, “the music is at times so soft and trance-inducing that you can’t help but slip into a relaxed state,” commented the Wall Street Journal. Scored for piano, strings, electronics and vocals, it’s Richter’s “personal lullaby for a frenetic world,” he explains, and “a manifesto for a slower pace of existence.”
After being performed in Austin at SXSW, Auckland, Berlin, London, Sydney, Madrid, Zürich, Paris and Amsterdam, SLEEP will finally bring the experience to New York City for two nights. Universal Music Group and Brands (UMGB), the brand activation unit of Universal Music Group, brought together top-tier brands, Beautyrest and Philips, to elevate this traditional concert experience.
“One of the most pervasive misconceptions of sleep is that it’s simply our bodies ‘turning off,’” said Warren Kornblum, interim Chief Marketing Officer, Serta Simmons Bedding. “Together with Max Richter, Beautyrest is celebrating sleep as an active state, when we restore and repair our bodies overnight in order to reach our full potential tomorrow. At Beautyrest we are dedicated to continued innovation and have been researching sleep and developing unparalleled mattress technology for close to 150 years. And we know that only when we achieve optimal sleep can we be our best awake selves.”
Additional experiential enhancements will come courtesy of Philips, a global leader in health technology with nearly 40 years of deep clinical expertise in sleep. “We’re particularly interested in what Max has achieved with SLEEP because it aligns with our latest sleep innovations,” says Dr. David White, Chief Scientific Officer at Philips. “Sound and tone interventions during the deepest stage of sleep (called slow-wave sleep) have been shown to enhance slow wave activity, leading to better quality sleep and improved daytime alertness. We’re making strides in this area of research to continue the advancement of our sleep solutions.”
Max Richter works as a recording artist, composer, pianist and collaborator. He is best known for his genre-defining solo albums including The Blue Notebooks, Memoryhouse, Songs From Before, Infra, Three Worlds: Music from Woolf Works and the eight-hour epic SLEEP. Richter’s writing has also been featured in films and tv, including Hostiles, directed by Scott Cooper, Miss Sloane, directed by John Madden, Black Mirror’s ‘Nosedive' directed by Joe Wright and Taboo for Tom Hardy, which earned him an Emmy nomination.
Those involved in this collaborative concert are interested in offering participants a deeply profound musical experience and also doing some good along the way. Following the event, Beautyrest and Universal Music Group will be donating the mattresses and bed accessories to people, organizations and communities in need.
Interested in getting a taste of SLEEP for yourself? The piece is available in its entirety through digital streaming partners.
About Serta Simmons Bedding, LLC: Serta Simmons Bedding, LLC (“SSB”) is the largest distributor and manufacturer of mattresses in the United States. The Atlanta-based company owns and manages two of the largest bedding brands in the mattress industry, Serta, which has five other independent licensees, and Beautyrest. The two brands are distributed through national, hospitality, and regional and independent channels throughout North America. SSB also owns Tomorrow™, a direct-to-consumer mattress brand. SSB operates 32 manufacturing plants in the United States, six in Canada and one in Puerto Rico.
About Royal Philips: Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips' health technology portfolio generated 2017 sales of EUR 17.8 billion and employs approximately 74,000 employees with sales and services in more than 100 countries.