Zinus takes consumers on a one-of-a-kind journey in the Amazon store

The Background

Zinus, an eCommerce mattress and furniture company, engaged Sparks to develop an experience that would give consumers a unique opportunity to test out its products in an actual store setting.

Zinus’ objectives were clear — boost brand awareness, showcase their breadth of product offerings and keep consumers thinking about them long after stepping out of stores. And most importantly, given this would be developed in a COVID-19 landscape, put health and safety first, from start to finish.

Exploring the Consumer Journey

As a nod to Zinus’ partnership with Amazon, we designed a pop-in experience at 23 Amazon 4-Star and Book store locations across 15 states. Upon entering, we enticed consumers to take a few minutes to lay down and let the great feel of the on-display Zinus mattresses do the rest.

While gazing up, a screen whisked them away into a space (one of 3 fantasy locations), taking them on a journey to discover the features and benefits of the Zinus mattress they were lying on. A sensor triggered the animated experience on an overhead monitor, while a camera embedded into the ceiling of the structure captured the user and created a Zinus-branded, shareable asset.

But it didn’t stop there. The journey also included a photo opportunity where a Sparks-built microsite allowed users to download their image for sharing. We also created a series of made-for-social assets, including stills, GIFs, and shortened videos to highlight each journey. This educational activation encouraged consumers to shop, share and socialize their experience with the ability to order their matched Zinus mattress right on the spot.

Designing the In-Store Pop-In Experience

The Zinus brand was the core design inspiration, with wonder and playfulness contrasted by smart sophistication. Fun brand shapes and unexpected curves were incorporated on every interaction and detail.

A smart and dreamy color palette of earthy greens, warm toned accents and curated props (available for purchase from Amazon) made this an unmistakably Zinus experience. Our north star was a childlike sense of wonder and exploration that guided us to incorporate new discoveries around each corner (like the Mattress Topper lean-on wall or Pet stair doggy door).

To optimize the small space, we utilized a double-sided diagonal design, adding openings and windows to make it open, airy, and help with loss prevention. Because the pop-in activation would be living in Amazon stores for up to 4 months, we chose durable materials and finishes.

To highlight Amazon technology, we used various Amazon products throughout the structure. On both bedside tables, Amazon Echo Shows displayed custom Zinus wallpapers and had a series of sleep-inspired Alexa prompts. At the front of the pop-in, an Amazon Fire tablet displayed all the Zinus products used in the space and pulled real-time pricing from the Amazon marketplace.

All finishes were finalized before the pandemic, and it was important for our team to examine the entire Zinus pop-in experience and signage through a COVID-19 lens — what are the high touch points? How can we direct people while staying COVID safe? Additional graphics provided details for wayfinding and COVID-19 information.

The Key Highlights

The Zinus Amazon retail pop-in store experience provided a sophisticated ambience for Zinus mattresses that helped to communicate it’s value proposition of where quality meets surprising value.

  • Modern look with open diagonal layout, lending to a linear 360 experience
  • Engaging interactive experience that incorporates Zinus mattresses with enhanced Covid protocol and graphics
  • Brings Zinus creative vision and products to consumers
  • Partnership between Zinus and Amazon, featuring Zinus’ products along with Amazon’s technology offerings


Your brand wants one-to-one engagement on the customer’s turf. See how we make brand matchmaking work smarter. Tell us about your brand activation or sponsorship project below or upload an RFP at the top of the page.