Person wearing a blue cap with their back to the camera, with a large white bow tied with a rope on their head, against a gradient sky background.

Pillow     Talk  

Drawing on Jacquemus at Galeries Lafayette and Zhu Jinshi, we combined product storytelling with a modern retail aesthetic.


Watercolor illustration of a store display at Pillow Lab, featuring neatly stacked pillows on shelves, a mannequin wearing a virtual reality headset and white lab coat, a potted plant in the foreground, and organized boxes and products around the store.

The Pillow Lab

At the Pillow Lab, customers enter a category-driven space that highlights Casper’s cozy DNA. It’s not just about testing comfort, it’s about feeling it.

  • Company
    Casper Sleep Inc.

    Year
    2024

  • The Pillow Lab was created to spotlight Casper’s second-largest category through the lens of artistry and design. Inspired by the avant-garde energy of Jacquemus at Galeries Lafayette and the scale of Zhu Jinshi’s The Boat, the concept blends refined product storytelling with a modern retail aesthetic.

    Touches of Casper blue, polished acrylic signage, and soft, upholstered millwork elevate the environment, transforming a functional category into a curated, cozy experience..

    Collaborators: Meredith Goldberg, Colleen Arce, Amanda Sims, Natalie Fabbri.

  • Pillow Wall
    To bring warmth and dimension, we turned product into design. A custom wall-mounted frame holds 150 Casper pillows, creating a sculptural backdrop that embodies both comfort and style.

    Perimeter Millwork
    We used Casper’s signature percale fabric to upholster plush wall panels, arranged vertically to form a soft backdrop for Essential Bedding. Integrated shelving with subtle LED lighting finished the look, blending materiality and refinement into one seamless experience.

    Free-floating Fixtures
    Working with Michael Bednark and his team, we developed a fixture collection to showcase Casper’s pillows, bedding, and Snoozewear. Matte birch, smooth acrylic, knit textures, and cool metal details came together in a curated mix of contrasts that made the space approachable, elevated, and unmistakably Casper.

Collage of interior design and furniture images with a woman sitting on a cushion-filled couch, a white textured sculpture, and a white, rounded sculptural piece spelling 'THE LOVE FAB'.

The Pillow Lab Details

  • White pillow with blue tag on a light blue background.

    Tons of Pillows

    Casper

  • Blue neon sign of a letter P on a blue background.

    Neon

    Yesco

  • A vertical advertisement for Snoozeewear Collection featuring sleep accessories and sleepwear. It includes illustrations of a sleep mask and a blanket robe with descriptions and pricing. The background is light blue with the collection name written in cursive at the bottom.

    Fabric Signage

    C2 Imaging

  • Orange rolling clothes rack against a light gray background.

    Custom Fixtures

    Bednark

  • A mannequin torso with articulated wooden arms, mounted on a white stand against a solid blue background.

    Snoozewear Bust form

    Bernstien Display

  • Illustration of a wooden table with a white pillow on top, a white chair beside it, and a wooden box next to the table, set against a blue background.

    Custom Fixtures

    TJ Hale

The customer journey begins with Casper’s top pillow style, then expands to include additional pillows, duvets, and bedding essentials.

The customer journey begins with Casper’s top pillow style, then expands to include additional pillows, duvets, and bedding essentials.

Anchoring the back of store, The Pillow Lab occupied 650 sq ft of shop floor.

Anchoring the back of store, The Pillow Lab occupied 650 sq ft of shop floor.

A custom fixture package, developed with partners Bednark and TJ Hale, showcase Casper’s unique product portfolio.

A custom fixture package, developed with partners Bednark and TJ Hale, showcase Casper’s unique product portfolio.

A metal framework was designed to create a sweeping curve while seamlessly supporting the weight of over 100 pillows.

A metal framework was designed to create a sweeping curve while seamlessly supporting the weight of over 100 pillows.

While selecting their perfect pillow, customers engaged with an overhead canopy of pillows.

While selecting their perfect pillow, customers engaged with an overhead canopy of pillows.

Panels wrapped in Casper percale sheeting introduced a soft, tactile layer to the millwork.

Panels wrapped in Casper percale sheeting introduced a soft, tactile layer to the millwork.

A dedicated fixture collection was developed with a bust form and finishes tailored to highlight the Casper Snoozewear collection.

A dedicated fixture collection was developed with a bust form and finishes tailored to highlight the Casper Snoozewear collection.

This pillow testing station invited customers to sit, lean forward, and experience the feel, features and benefits of each pillow style.

This pillow testing station invited customers to sit, lean forward, and experience the feel, features and benefits of each pillow style.

Digital touchpoints were integrated throughout the shop, with iPads and QR codes connecting customers to shared media.

Digital touchpoints were integrated throughout the shop, with iPads and QR codes connecting customers to shared media.

Signage had a modern, lab-inspired aesthetic, with beakers used to highlight product materials.

Signage had a modern, lab-inspired aesthetic, with beakers used to highlight product materials.

Layered product hang tags were designed with a playful price reveal detail.

Layered product hang tags were designed with a playful price reveal detail.