Saatva Unveils New Viewing Room in Washington, D.C.

December 29, 2021  by Laurie Northington in Business Strategy, Designer Weekly, Industry   

The immersive 5,800-square-foot space was conceptualized by renowned interior designer Vicente Wolf. Designed to be more than a standard mattress store, Saatva's new Viewing Room is the ultimate destination for an integrated mattress exploration, education, and modern retail technology experience.

"D.C.'s sophisticated consumer is a great fit for Saatva. We couldn't be more excited to be bringing our state-of-the-art Viewing Room to the nation's capital," said Saatva CEO, Ron Rudzin. "An extension of our online presence, it's another way to experience our commitment to delivering white-glove customer service and high-quality, premium products that don't come in a box."

From the moment a visitor enters, the Viewing Room aims to delight the senses. With a neutral color palette, soft lighting, and aromatic fragrance, the two-level space, joined by an interconnecting glass staircase, is an inviting respite from the city's bustle.

"I wanted to create a surreal landscape in a dreamlike garden," says designer Wolf. He integrated topiaries sprayed pearl gray, Grecian-inspired urns, and silvery fantasy trees with furnishings, including Saatva's full line of luxury beds.

Using information kiosks at each bed display, customers can interact with the collection at their own pace, with knowledgeable Sleep Guides on hand to assist and answer questions. In addition to the full lineup of made-to-order mattresses – featuring innerspring, memory foam, latex, hybrid, adjustable air, youth, and cribs—the Viewing Room will offer a first look at Saatva's newest introduction, the Modern Foam mattress.  

"Samsung's technology allows us to optimize and automate store campaigns and product information based on real-time integrated data to deliver the content and information that our customers care about most when shopping," said Rudzin.

Thanks to a partnership with Samsung, the D.C. Viewing Room is outfitted with the latest displays and state-of-the-art behavior sensing technology to help customers discover, personalize, and build their ideal sleep experience. Each area, from the displays at every bedside to touch-enabled screens, provides a platform to deliver in-depth product information and create a richer discovery experience.

As customers explore bedding, pillow, and other accessories, for example, an LED display embedded in the accessories wall changes to display pertinent product information. In the children's bedding area, kids can interact with the Flip, a 55-inch whiteboard with a touch screen for drawing. 

"This exciting venture opens up a world of opportunities that explore how personalized content influences the shopping experience," said Chris Mertens, vice president of sales, Display Division Samsung Electronics America. "With powerful software solutions that deliver instant analytics and interactive displays, analyzing big data and in-store behavior to impact the customer journey has never been easier."