The apps, books, movies, music, TV shows, and art are inspiring our some of the most creative people in business this month The struggles and triumphs of prominent women in leadership positions The major tech ecosystems that battle for our attention and dollars What’s next for hardware, software, and services Our annual guide to the businesses that matter the most Leaders who are shaping the future of business in creative ways New workplaces, new food sources, new medicine–even an entirely new economic system Celebrating the best ideas in business An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company’s distinctive lens When composer Max Richter wrote his score Sleep, he fully expected people to do just that when they listened to it. The eight-hour lullaby debuted in 2015 and Richter has been performing it live (and overnight) across Europe.

The event caught the attention of the team at Beautyrest who saw an opportunity to push the company’s somewhat stagnant marketing strategy in a new direction. “We’re really not a brand that’s experientially based.

But when we heard about this, I said it’s absolutely the perfect fit for us,” says Warren Kornblum, interim chief marketing officer of Beautyrest’s parent company Serta Simmons Bedding. “When he did the concerts in Europe, people were either laying on the floor in sleeping bags or on cots, and we said if we’re going to do this, let’s put them on Beautyrest mattresses and really guide the experience.” In partnership with Beautyrest, Richter’s Sleep had its U.S. debut in March during SXSW, and has since moved to a two-night engagement in New York City earlier this month.

Rows and rows of Beautyrest mattresses filled theSpring Studios event space while Richter and his orchestra performed his eight-hour opus and concertgoers dozed off–or at least I did. Although Serta Simmons remains one of the market’s leading brands, Kornblum admits that companies like Casper have outstripped them when it comes to connecting with consumers.

“You have to be true to your brand, and most of all being true to your brand means being true to your consumers. We’re certainly not going to chase doing experiential things for the sake of them, but we are open to things where we can bring our brand to life with people in a very real, and very relevant, and very fluid way,” Kornblum says. Read more from fastcompany.com…

thumbnail courtesy of fastcompany.com