London's 2016 Sleep hotel event challenged five design teams to create a sleep set reflecting a single Sinus-Milieus “lifeworld.”
Each was chosen from among a nine-target group model of society. The brief was to create a 28 m2 room incorporating sleep, bathroom and free spaces. The five categories were Sensation-oriented, Intellectual, Established, Performer and Digital Avant-garde. The idea was to shift designer focus away from trends and toward the consumer. While hotels feel the pressure to digitize nearly everything, Sinus maintains that not all segments of society are looking for such an experience. The design solutions were as varied as the categories.