If Katy Perry and Lauren Sánchez's recent flight to space taught us anything, it's that money can buy it all. Whether it's luxury travel, gold-coated food, or opulent experiences, social media has transformed the luxury market into a theatre for conspicuous consumption. Now, it's reached the final frontier: sleep.
DJ Khaled demonstrated this trend with an Instagram reel announcing his purchase of one of the best mattresses money can buy: the Hästens Grand Vividius. Estimates online show that the 'sleep instrument' (as the brand lovingly refers to their pieces) can cost anywhere from $400,000 to $1 million for the mattress, headboard, and base.
The post shows four men carrying the luxury mattress in the brand's signature blue check pattern up the famed DJ and record producer's stairs.
Top Hästens mattress dealer at The Sleep Spa, Linus Adolfsson, explains: 'All made by hand, no electric tools, this is crazy. Even the box spring is an art piece. Just this piece takes more than 100 hours to build.' He continues: 'The Vividus was inspired by the sleep instrument we made for the Swedish king in the 1950s.'
'This is like the Rolls-Royce of mattresses,' DJ Khaled tells the camera. In the caption, he thanks The Sleep Spa for alleviating his neck and back pain, and calls the million-dollar mattress, 'the most important piece of furniture in [his] life.'
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Mattresses were once a furnishing to be hidden away amongst more visually appealing bedroom decor, but Hästens has reversed this paradigm. Handcrafted over 320 hours by master artisans and built using the finest natural materials like horsehair, cotton, wool, and slow-grown Swedish pine, the Grand Vividus is a showpiece meant to be seen. It has become synonymous with luxury sleep.
This new era of conspicuous consumption signals a shift in how we shop for bedroom furniture. The Grand Vividus is an investment not only in getting a good night's sleep, but also in one's image. Buying (and displaying the mattress on social media) showcases not only that you can afford the eye-wateringly expensive mattress, but also that you are 'in-the-know' enough to seek out the world's most expensive bed.
Forget cars, vacations, and clothes, this bed is the latest celebrity must-have. Though DJ Khaled is the latest to join the ranks of Hästens-acolytes, the rich and famous have long been fans of the brand. Celebrities like Drake, Maria Sharapova, Brad Pitt, Tom Cruise, and Angelina Jolie all count a luxe Hästens mattress as part of their portfolio.
What accounts for this shift in bedroom trends towards mattresses as status symbols? According to those in the know, it's not so much a new phenomenon, but a new development in an existing pattern.
Carlin van Noppen, owner of Fig Linens and Home, who has been in the luxury bedding industry for over 20 years, explains: 'Sleep affects everything we do, so people have always cared about outfitting their beds in the finest materials. However, social media has shifted the bedroom from an ultra-private space to another realm where people can showcase that they have "the dream life."'
'Consumption habits haven't changed, but our window into them has broadened,' she continues. 'While a Hästens mattress was once a "if you know you know" luxury hidden away beneath a fitted sheet, it's transformed into a viral moment to be shared. I think we can expect to see a lot more of those signature blue checks on our Instagram and TikTok feeds over the next few years.'
What do you think: Are luxury mattresses the latest status symbol, or just a blip among the ultra-famous? Only time will tell, but with DJ Khaled joining the ranks, this trend shows no signs of slowing down.
