Swedish furniture chain Ikea has expanded on its efforts to put Aussies to sleep, creating a live-streamed ‘Slow TV Channel’ which follows the 14 day journey of its products aboard a cargo ship. 

Decidedly unexciting, the effort mixes the soothing sound of waves crashing against the ship’s stern with narration by Ikea’s Kent and Sara Eriksson – hosts of Ikea’s sleep podcast. 

Kent and Sara read from the latest Ikea catalogue in a soothing tone in order to help Australians get a good night’s rest. 

“We’re very excited to launch what could be the least exciting TV channel Aussies have ever seen,” Ikea Australia country commercial activity leader Ryan Burman said.

“We know that one in four Aussies struggle with their sleep, so we hope that the rhythmic, monotonous content of the slow TV channel helps quieten the day, and get the mind and body ready for bed.”

According to Burman, Ikea wants to inspire Australians to create a better sleep environment.

The livestreamed video will run for 336 hours – from September 12th to 26th – ending at the opening of Ikea’s Festival of Sleep which will run from September 26th to October 7th.

According to Ikea, the festival will feature in-store workshops, guest speakers, special offers, competitions and exciting activities designed to help customers get better sleep. 

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.