Sleep, Europe’s all-inclusive destination for the hospitality design and development community, will celebrate its 10th edition this year with an outstanding line-up at London’s Business Design Centre on 24th and 25th November.

Visitors can expect to be enchanted by imaginative installations from award-winning design studios, gain insights from a host of illuminating conference speakers and discover innovative products by the industry’s best brands – all curated to explore new ideas and push boundaries in the dynamic, ever-evolving hospitality landscape.

The hugely popular Sleep Set built-room competition promises captivating spaces by five design teams, each creating a guest room inspired by ‘Wonder Tale’ – a brief which draws on the essence of fairy tales and folklore from around the world.

In ‘Wunderkammer’ (‘Room of Wonder’) contestant Anita Rosato Interior Design will explore what fairy tales reveal about our unconscious desires, fantasies, and fears. “We have set our room in the mind of a person deep in sleep, dreaming of a magical fairy tale world – a world not dictated to by boundaries or norms, reminiscent of your classic fairy tale,” says Anita Rosato, founder and director.

Intrigue is also assured from Areen Hospitality with a space that ‘communicates a duality of experience’ – creating both a fantastical journey and a comforting refuge for the guest. Meanwhile, ‘Into the Woods and Far Away’, a Heath Design collaboration with Interface Hospitality, seeks to connect the guest with natural materials, textures and processes, by using Biophilic Design principles to produce a more mindful, calming and restorative environment.

Recognising an increasingly important requirement to create and deliver a heightened experience for guests, Shaun Clarkson ID’s interpretation of the brief will convey the essence of a fairytale – over the top, beautiful and surreal.

And understated glamour combined with imaginative flair is anticipated from THE STUDIO at Harrods.

The sets will be judged by three leading figures from the world of hotel architecture and design – Javier Hortal of Mandarin Oriental, Katy Ghahremani of MAKE Architects and Stylt Trampoli’s Erik Nissen Johansen –  with the winning team announced at a networking reception on the first evening of Sleep.

“The first moment I laid eyes on the ‘Wonder Tale’ brief I thought: this is for me! I think this year’s brief is exactly what people crave today in an era when everybody has access to all the hotels in the world on their computer screen, and the hotel business needs to be more daring and adventurous,” says Eric Nissen Johansen.

Sleep Bar (in association with Sleeper), the go-to destination for networking and socialising at the event, will also harness the power of storytelling through fairy tales. Conran+Partners will bring its expertise to perform the magic as this year’s designers.

Excited by the limitless possibilities for interpretation with this theme, the team has drawn upon Alice’s Adventures in Wonderland, Lewis Carroll’s timeless tale which celebrates its 150th anniversary this year, and aims to create layers of theatricality with unmistakable glamour.

The Sleep Conference programme, meanwhile, features design-led sessions and celebrated industry names such as Will Meyer and Gray Davis of Meyer Davis who will be arriving from New York to chat about their recent projects, and Martin Brudnizki revealing his philosophy to creating award-winning restaurant and hotel designs.

Making its debut is Sleep Essentials, rapid tutorials offering designers and independent hotel owners the chance to get ideas for their future projects from top consultants all gathered in one room, including landscape architect, Phil Jaffa; lighting designer, Sally Storey; branding expert, Gillon Campbell; procurement specialist, Daniel Englender; and art curator Tal Danai.

Never shy of tackling the big and controversial topics, the Sleep Conference will discuss whether hotel designers even have a role at all in a digital world where “everyone is a designer now”, with Maria Vafiadis, founder of hospitality interior architecture studio MKV Design, and Rose Etherington, former editor of Dezeen and now founder of clippings.com contributing a viewpoint.

Design Dream Team sees a dynamic panel comprised of the best directors from top hospitality design studios draw upon their encyclopaedic design knowledge to debate how to make design pay – with Ariane Steinbeck of RPW Design, Wilson Associates’ Tristan Auer, Alex Michaelis from Michaelis Boyd, Margaret McMahon of Wimberly Interiors and Seyhan Ozdemir from Autoban shaking things up.

Sleep will take place on 24th and 25th November, with a late opening of 8pm on Tuesday 24th where visitors can enjoy the design inspiration and networking opportunities during the show’s cocktail hour from 6-7pm.

GROHE is the founder sponsor for the Sleep event and host of the VIP Business lounge, while Sleep’s official event partner is the European Hotel Design Awards, which will culminate in a dinner on the evening of Monday 23rd November when the winners will be announced in a glittering ceremony at Park Plaza Westminster Bridge in London.

Register now for a free ticket to Sleep 2015.