Experiential Marketing

A Bed Store Without Any Beds Raises the Alarm of Youth Homelessness Crisis

U.K. charity Depaul created a fake bed store to bring awareness to the rising numbers of young people facing a lack of shelter

Depaul Beyond a Bed — Depaul's fake bed store highlights the plight of youth homelessness.Publicis.Poke

By Brittaney Kiefer

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A few years ago, a conspiracy theory started online that attempted to explain why there are so many Mattress Firm stores in close proximity to one another. Theorists posited that the U.S.-based mattress retailer was actually a money laundering scheme (an idea that hasn’t been proven).

Now, across the Atlantic Ocean in a south London suburb, there is another bed store that is not what it appears to be. But the true motivation behind this store isn’t sinister: its aim is to raise awareness of the U.K.’s

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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