BEDTIME STORIES

Bedtime stories a hit at Vispring

‘Christian Grey probably had a Vispring’
Designer Robin Baron, left, and Vispring executives Hugh Landes and Magali Castillo check out the 50 Shades of Grey display.

HIGH POINT – “50 Shades of Grey” hooked up with a Vispring luxury sleep set at theHigh Point Market in a sexy vignette that created a buzz in the Vispring showroom.“You have to do something to spice up the mattress business,” observed Hugh Landes, Vispring’s vice president of sales for North America.

The vignette featured copies of books in the popular “50 Shades of Grey” series and black lingerie, all paired with a Vispring sleep set.

“Market is an event for adults,” said designer Robin Baron, who created the “50 Shades of Grey” vignette. “Why not have some fun? It’s fun not to be so nice. What better way to have some naughty fun than on a luxurious bed? Christian Grey (the protagonist in the “50 Shades” books) probably had a Vispring.”

The high-end British bedding maker drew a crowd with its Bedtime Stories event, during which Baron was one of five storytellers.

The stories ranged from naughty to nice, but they all featured something good: a great night of sleep, courtesy of Vispring’s luxury beds, officials said.

Vispring, which is on a growth track in the U.S., brought some excitement to its showroom when the designers brought their favorite bedtime stories to life with whimsical vignettes, all featuring well-known stories.

Robert Leleux went with “The Ugly Duckling,” while Anne Rue chose the classic children’s story “Goodnight Moon.” Jonathan Savage chose “The Nightmare Before Christmas,” and Rivers Spencer selected “The Princess and the Pea.”

The designers used settings featuring Vispring’s handmade beds, with accessorized side tables provided by Made Goods and Oomph.

Bedtime stories are an important part of the ritual of sleep, Vispring officials said.

“The art of sleeping and the art of storytelling both go hand-in-hand with the art of living, and we’re pleased to give these wonderful designers a chance to tell their stories,” said Magali Castillo, Vispring’s global marketing director.

Castillo was pleased with the turnout for the Bedtime Stories event.

Baron, president of Robin Baron Design, said her vignette gave her a chance to deal with adult themes.

“Bedtime stories can mean different things to different people,” she said. “After spending many years reading bedtime stories to my kids, it’s my turn … and I like it spicy! So I chose ‘50 Shades of Grey,’ which both defines my color palette and my mood.”

Landes said the event was a good way to introduce the Vispring line to designers, an important component of the company’s business.