Kimpton Fitzroy London is exploring sleep tourism with the announcement of Room to Dream, a first of its kind, brand new experience that will empower guests to access lucid dreaming – the art of becoming conscious in your dreams. Designed by dream expert Charlie Morley and futurist AI artist Sam Potter, the experience includes bespoke lucid dream enhancing products and a cutting edge VR experience to aid guests in accessing this dream state.

Lucid dreaming is the latest wellness trend when it comes to sleep and creativity, backed by scientific research, it can help against anxiety and even PTSD. And, it’s growing in popularity. TikTok hashtag #luciddreams has over 1.4 billion views and on Reddit, there are 494k subscribers discussing their experiences in the r/luciddreaming subreddit.

The first of its kind experience has been created for the hotel by renowned dream expert, Charlie Morley and AI futurist artist Sam Potter. Each guest will be provided with an ‘Open Your Dreams Kit’ which includes a headset programmed with Sam’s VR lullaby, a dream journal to record their dreams, a lucid dreaming guide from Charlie and LabTonica’s Unplugged range to aid a peaceful slumber.

With Sam’s VR lullaby, guests will embark on an immersive AI-driven journey through a surreal, soothing virtual environment inspired by the hotel, enhancing the potential for lucid dream states. Guests are encouraged to record their dreams in the provided ‘Dream Journal,’ and from there have the option to get them visualised by Sam as a beautiful piece of ‘Dream Art’ sent to their home.

Charlie comments, “I’m really excited to be a part of Kimpton Fitzroy London’s Room To Dream campaign and guide guests on a journey into the realm of lucid dreaming. 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. It’s great to see a luxury hotel explore wellness and sleep tourism in a completely new way.”

Alongside the expert advice and VR experience, guests will also be able to indulge in Lab Tonica’s Unplugged range, with a sleepy tea, balm, and pillow mist. Additionally, guests will receive the limited edition Lucid Dream Drops containing mugwort, known for its association with aiding lucid dreaming.

Garreth Walsh, the General Manager of Kimpton Fitzroy London said, “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”.