If you’ve been counting sheep hoping to fall asleep, it’s time to switch to IKEA’s Slow TV channel.
IKEA Australia launched a 14-day-long livestream on YouTube to celebrate its Festival of Sleep, a 12-day campaign to help Australians sleep better.
Of course, it’s not just for our friends Down Under. Anyone can tune into The Sleep Ship.
Slow TV is a concept that originates from Norway and the channel NRK, renowned for showing viewers mundanely beautiful journeys like 7-hour long train rides or week long cruises. The channel has even made ordinary stuff like a crackling fire or knitting into minute by minute documentaries.
This attempt at Slow TV follows the successful release of the IKEA Sleep Podcast, where narrators Kent and Sara Eriksson work through the latest IKEA catalog, starting at the bedroom section and ending in the bathroom. I’m sure I’ll be asleep by the time they reach sliding wardrobe doors.
ASMR then, Slow TV now
It’s not the first time IKEA created unusual TV. Two years ago, they introduced a whispery 25-minute ASMR (autonomous sensory meridian response) video.
ASMR is a tingling feeling some people experience when they hear certain sounds. The woman in the video runs her hands over the fitted sheet and beckons you to listen to the thread count as she gently taps her fingers over cotton. Oddly satisfying is an understatement. The hairs on my neck are still standing.
Now, IKEA Slow TV intends to help us fall asleep faster and deeper.
IKEA’s Sleep Ship is a freight ship on a 14-day, or 336-hour journey from Asia to Australia, from sea to shore, then truck to shop floor. It is streamed live, in real time.
The sweeping vista of the sea is accompanied by a soothing soundtrack and a narration of the names of IKEA products on board.