Serta Simmons Bedding (SSB) headquarters includes a premier showroom which includes all of it's marquee brands, Beautyrest, Serta, Simmons, and Tuft & Needle along with corresponding sub-brands. In 202o a challenge was made to create a one-of-a-kind flagship experience which highlights a consumer insights led process, tells the SSB story and the stories of each brands, and allows development of deeper relationships with their partners. 

The result was strategic design that gave each brand a unique space that expressed the essence of each brand personality.