As recovery, wellbeing, and performance move to the center of culture, Hästens sharpens the category: a bed holds you. A sleep instrument restores you.
KÖPING, SWEDEN: At a time when culture is increasingly focused on longevity, recovery, and how people perform in daily life, Hästens is making a simple but consequential argument: the most important recovery instrument in the home has been framed too weakly for too long.
For more than 170 years, the Swedish family company has pursued one outcome: how people wake. Now, through its continued collaboration with world-renowned designer Ferris Rafauli, Hästens brings that philosophy into sharper public focus, not as a story about comfort alone, and not as a story about luxury for its own sake, but as a story about restoration, design, and the hidden variable behind how life is felt the next day.
“For Hästens, new never means novelty for its own sake. It means refinement in service of one outcome: how people wake. The new Grand Vividus and new drēmər® bring that pursuit to an even higher standard and make explicit what has guided us since 1852: a bed holds you, but a sleep instrument restores you”, says Jan Ryde, Fifth Generation, CEO of Hästens.
FROM COMFORT TO RESTORATION
Hästens has long stood apart through its mastery of natural materials, layered construction, and handcraft refined across generations. But the company believes the cultural language around sleep still lags behind the reality of how deeply it shapes human life.
Sleep no longer sits at the edge of the wellbeing conversation. It lies at the center of how people think, feel, recover, perform, and live. Yet the object most responsible for that nightly restoration is still often described in the language of comfort alone. Hästens argues that this frame is too small. A true sleep instrument does not merely cushion the body. It supports restoration. It influences how one wakes, thinks, and moves through the next day. That is the standard Hästens has spent generations refining.
THE NEW HÄSTENS GRAND VIVIDUS AND NEW HÄSTENS DRĒMƏR®
At the center of this campaign stand the new Hästens Grand Vividus and the new Hästens drēmər®, the latest and most refined expressions of two sleep instruments that have undergone meaningful elevation over time.
Grand Vividus was first introduced in 2020, and drēmər® followed later as another expression of the same philosophy. Through continued product development across 2024 and 2025, both were refined to even higher standards. These refined versions began entering selected partner stores during 2025 and early 2026. This is the first time the broader public story is being told with full category clarity.
The new Grand Vividus remains the highest expression of Hästens’ pursuit: a handmade sleep instrument crafted in Sweden from natural materials such as horsehair, wool, cotton, and flax, with up to 600 hours of handcraft in every piece. It is not presented as a symbol of excess, but as the halo expression of one disciplined idea: every layer, every material, and every refinement either contributes to restoration or does not belong.
Alongside it, the new drēmər® brings the same philosophy into a more daily, livable form. Support, quietness, sleep climate, and recovery are composed into one integrated experience designed not only to improve sleep, but to sharpen waking life with greater consistency.
Together, they express one category truth at two levels: the halo and the bridge, the reference point and the daily possibility.
DESIGN THAT BEGINS WITH THE BED
For Ferris Rafauli, the collaboration begins with a reversal of priorities.
“The bed is not just another element in the room. It’s the reason the room exists”, says Ferris Rafauli.
That perspective shifts the bedroom away from decoration and back toward purpose. In this collaboration, the room is shaped around the bed not as a styling decision, but as a recognition that restoration is the foundation of how life is lived upon waking. The result is a campaign that places sleep at the intersection of design, performance, and wellbeing, and positions the bedroom not as an afterthought, but as the most consequential room in the home.
LIVED PROOF: PREPARATION, DISCIPLINE, AND WAKING WELL
To extend the story beyond design, the campaign also includes Wayne and Janet Gretzky, whose presence brings lived authority to the subject of preparation, discipline, and how greatness is sustained over time. Together, they reinforce Hästens’ core belief: how you sleep defines how you perform – not occasionally, but every day.
“Not preparing is preparing to fail. My father taught me this at the young age of 10 years old. Sleep is one of the most powerful and effective forms of preparation”, says Wayne Gretzky.
“Both the Grand Vividus and drēmər® Collections go far beyond just comfort or elegance, they feel like true expressions of art. Waking up inspired, refreshed, and deeply rested is an indescribable experience. I’m utterly obsessed”, says Janet Gretzky.
WHY THIS MATTERS NOW
As public conversation increasingly centers on wellbeing, longevity, and intentional living, Hästens believes the bed can no longer remain framed as a passive object in the room. If waking well shapes how people think, recover, relate, and perform, then the bed belongs in a more serious category.
That is why Hästens is making the claim now. Not to add complexity, but to remove confusion. Not to make sleep more fashionable, but to name more accurately what truly changes how life is lived the next day. Because in the end, how you wake is how you live.
Please click here to download high-resolution images from the new Hästens campaign with Ferris Rafauli.
For high-resolution images of Hästens products, please visit the Grand Relations image bank.
For further information, please contact Sandra Vlajkovic, Senior PR Advisor at Grand Relations
sandra@grandrelations.com | +46 70 250 22 69
About Hästens
Hästens is dedicated to delivering extraordinary sleep to people worldwide so they can be their best and create the future they dream of upon waking. That’s why our master craftsmen in Köping, Sweden, consider and handcraft every detail of our bespoke beds using the finest natural materials.
Our story started in 1852, and we are proud to be a world-class international family-run business operating in over 45 countries and a Purveyor to the Royal Court of Sweden. We have over 250 independent resellers in Europe, Asia, America, and Africa and continue to enter new markets.
For more information please visit www.hastens.com