A Concert for Sleep

The live event "ZZZN – LISTEN AND SLEEP" was held at Yoshiike Ryokan, a historic inn in Hakone. Combining entertainment and sleep technology, the project explored new frontiers in sleep experiences, allowing guests to drift into slumber while listening to live performances.

Issue

Expanding the Value of Sleep

Japan ranks among the lowest in average sleep duration among developed nations, a long-standing societal issue. This project was launched in collaboration with NTT East Japan Group and its sleep-focused community, ZAKONE, leading to Japan’s first-ever sleep-centric overnight live event.

Creation

Immersing Guests in a New Sleep Experience

Upon check-in, guests received a "Brain Sleep Coin", a device that tracks sleep data. Before the concert, they enjoyed CBD products, sleep supplements, and hot springs, preparing their bodies for rest.

Three artists—PES & SONPUB, Sincere, and Seiho—performed live “sleep-arranged” music. During the day, attendees napped in the main hall, while at night, a garden sound system delivered music at a soothing volume to each guest room.

A World Sleep Day Initiative

ZZZN tickets were priced at ¥34,000+ per person, exceeding the inn’s standard rates, with limited capacity for an exclusive experience. To broaden its impact, the event was strategically aligned with World Sleep Day (March 18, 2023), attracting major media outlets and digital journalists to Hakone. This media-driven approach effectively communicated NTT East Japan’s business vision and generated numerous industry inquiries.

Collaboration with “Sasayaki Lullaby”

A year prior, on World Sleep Day 2022, Konel and Sony Music Japan International co-created "Sasayaki Lullaby", a playlist featuring whispered covers of hits by One Direction, The Chainsmokers, and others. This initiative inspired NTT East Japan to create ZZZN, a project exploring the intersection of entertainment and sleep.

Technology

A Space Synchronized with Biometric Data

The Brain Sleep Coin tracked real-time temperature, movement, and posture. Based on sleep progression, red ambient lighting in guest rooms gradually dimmed, turning off 10 minutes after sleep onset. This adaptive lighting system extended to the garden and concert area, synchronizing with the collective sleep state of attendees.

Future

Expanding the Frontiers of Sleep Experiences

ZZZN was designed as an experimental step toward redefining sleep experiences. Positive feedback from guests encouraged collaborators to further develop the concept. Moving forward, the project aims to analyze sleep data more comprehensively and welcome new partnerships to enhance the quality of sleep-focused entertainment.