The Kimpton Fitzroy London has devised an innovative sleep experience centred on lucid dreaming, featuring an immersive VR lullaby and the opportunity to turn your dreams into art. Olivia Palamountain reports

According to analysis by HTF Market Intelligence, the global sleep tourism market is estimated to increase by almost US$410 billion between 2023 and 2028.

Now, the trend for sleep optimisation has a new hero in the Kimpton Fitzroy London. The hotel is encouraging guests to tap into the surreal world of lucid dreaming with its “Room to Dream” package, a first-of-its-kind initiative that empowers individuals to become conscious within their dream state.

The hotel has partnered with renowned dream expert Charlie Morley and futurist AI artist Sam Potter to create a unique offering that includes bespoke lucid dream-enhancing products and a cutting-edge virtual reality (VR) experience.Kimpton Fitzroy London Kimpton Fitzroy London Kimpton Fitzroy LondonBacked by scientific research, lucid dreaming has been shown to help alleviate anxiety and even post-traumatic stress disorder (PTSD), with the practice gaining significant traction on social media platforms.

On TikTok, the hashtag #luciddreams has over 1.4 billion views, while on Reddit, 494k subscribers discuss their experiences in a group dedicated to the practice.

Charlie Morley says: “Lucid dreaming is a great form of wellness which is often overlooked, helping people reduce stress and enhance their emotional processing, as well as improving their quality of sleep and sleep pattern.”

Upon arrival, guests will receive an “Open Your Dreams Kit,” which features a headset programmed with Sam’s VR lullaby, a dream journal to record their experiences and a lucid dreaming guide from Charlie.Kimpton Fitzroy London Kimpton Fitzroy London Kimpton Fitzroy LondonIn addition to the expert advice and VR experience, guests can indulge in LabTonica’s Unplugged range of wellness products to promote a peaceful slumber, including a sleepy tea, balm and pillow mist.

The package also features limited edition Lucid Dream Drops containing mugwort, a herb known for its association with aiding lucid dreaming.

The VR lullaby takes guests on an immersive AI-driven journey through a surreal, soothing virtual environment inspired by the hotel, enhancing the potential for lucid dream states.Kimpton Fitzroy London Kimpton Fitzroy LondonGuests are encouraged to record their dreams in the provided dream journal, with the option to have them visualised by Sam as a beautiful piece of “Dream Art” sent to their home.

The Room To Dream experience can be added to any Kimpton Fitzroy London room or suite booking for £50.

Garreth Walsh, the general manager of the Kimpton Fitzroy London, says: “As wellness trends increasingly focus on dream therapy and manifesting, Kimpton Fitzroy London’s Room To Dream campaign aims to offer guests a one-of-a-kind experience.

“The package provides tools and experiences to tap into the power of dreams, leaving guests with not only a restful night’s sleep but also a visual representation of the dreams they encountered during their stay.”