Feeld, the dating app for the curious, and Gustaf Westman, acclaimed Stockholm-based designer, explored new dimensions of intimacy through a two-part collaboration centered around the bed.

This Feeld x GWO partnership turned into a PR success, with global earned coverage in titles like: Wallpaper, Vogue, AD, AD Italy & Spain, The Evening Standard, L.A Times, High Snobiety, Modern Times and many more.

The concept debuted in LA on March 21st with an immersive bed experience and a limited-edition PJ collection. This partnership arrives at a pivotal cultural moment with movements like “bed rotting” surpassing 130 million TikTok views, repositioning the idea of bed as a space for peaceful resistance and reflection.

My role was initiator and creative director, leading the partnership from idea to inception.