The Sleep Event 2017 explores the role of design in consumer loyalty

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The Sleep Event 2017 in London Business Design Centre

Hotel design event Sleep announces 2017 programme

Dezeen promotion: this year's Sleep – an annual gathering for hotel architects and designers – will focus on the role of design in creating loyal, returning hotel guests.

The two-day event takes place from 21 to 22 November 2017 at London's Business Design Centre. It will include a range of installations, exhibitions, networking opportunities and panel discussions.

To follow this year's theme, the Sleep Set competition will ask five creative studios to design guest rooms that explore "loyalty to the planet, the neighbourhood, the hotel and to one's self".

The Sleep Event 2017 in London Business Design Centre
Sans Souci is one of many brands exhibiting at Sleep Event this year

The participants – Stonehill Taylor, MKV Design, 1508 London and Il Prisma – will present their concepts to a panel of judges and a conference audience.

This will be accompanied by a pop-up bar designed by Moscow-based studio Sundukovy Sisters, which aims to "emphasise the importance of human interaction in eliciting loyalty between people but loyalty between brands and individuals".

The Sleep Event 2017 in London Business Design Centre
Kai will be launching its new autumn/winter collection at the London festival

Attendees will also be able to attend a free conference on hospitality design, its challenges and future, which will be led by Paris-based architect Tristan Auer and New York architect Jeffrey Beers.

Panel discussions will include a talk on "post-cool" hotels and an exploration of "slow design", where international designers will debate what it takes to create spaces, products and brands that enhance everyday living.

The Sleep Event 2017 in London Business Design Centre
Egoluce will launch a variety of new collections at Sleep Event, including a large LED lamp called Megavide

On display will be Italian design studio Egoluce's Megavide – a lamp designed for both indoor and outdoor use – as well as the upcoming autumn winter collection from London-based fabric supplier Kai. Other exhibitors include Sans SouciErcol, Ligne Roset, Laufen, ChelsomAlpi and Fabbian.

Visit the Sleep Event website to find out more about the conference, exhibition and design features, and to register for a complimentary pass.