Explore the concepts

01Soft Gravity 02Circadia 03Sleep Moves 04Spotlight

A proposal for Veer

Proof you can feel.

A demo-led experience that turns Veer's invisible technology into felt undeniable proof, and a conversion engine for the launch.

Opening · Strategic POV

The experience has to turn
invisible technology into felt proof

The guest must leave understanding how Veer responds, why it matters, and why it’s worth buying. Every creative move supports the demo-led conversion moment.

Product Truth

It senses, learns, and responds

Veer doesn’t just track sleep. It acts on it. We keep the language plain and human, never clinical.

01
Senses

Reads posture and pressure in real time

02
Learns

Builds a body profile, night after night

03
Responds

Delivers targeted support and relief

04
Adapts

Refines the support curve over time

Audience Insight

The exhausted achiever

Who they are

High-performing, wellness-aware, data-comfortable, and likely skeptical.

What they need

Proof, personalization, confidence, and a premium experience that never feels clinical.

What they avoid

Gimmicks, overclaiming, hard-sell mattress retail, and vague wellness language.

Competitive Landscape

Everyone tracks. Veer responds

Veer’s lane is active sleep intervention, not mattress comfort. The real fight is with anyone who can claim the bed changes the outcome while you sleep, and that is the territory we own.

The Landscape Everyone tracks. Only Veer acts.
 
Tracks the night
Temperature
Acts on the body
Pressure & posture
Dual-zone, live
Clinical proof
Veer
Bryte
Sleep Number
ReST Performance
Ergomotion
Oura / WHOOP / Watch
Eight Sleep

Positioning by category. Verify before sharing externally.

Veer’s Edge A new category: active sleep.
100%
Active-sleep fit
01
Intervention, not tracking

Acts during sleep, before strain turns into wake-ups.

02
Pressure & posture intelligence

Body mechanics, not temperature like Eight Sleep.

03
Personalized body model

A digital twin becomes a custom support curve.

04
Dual-user control

Each partner adjusts in real time, no compromise.

05
Clinical proof credibility

PSG trials and hypnograms; the proof is in the mattress.

Why San Francisco

The right room for design-forward tech

Design-forward technology credibility
High-income early adopters
Wellness-oriented, experience-driven culture
Investor and press proximity

We choose for ICP quality, operating control, and brand fit, not raw foot traffic. Hayes Valley is the preference, with data-supported alternatives brought to the table.

Concepts · The Approach

Four moments that carry the experience

Every concept is built on the same operational spine: a choreographed walk toward proof, then conversion and capture. Each of the four concepts that follow interprets it differently.

01
Spatial journey

A choreographed walk toward the demo moment.

02
Demo moment

Pressure relief they sense, not a chart they trust.

03
PR / VIP mode

One footprint that reconfigures after hours.

04
Gifting

A take-home that extends the night past the door.

Visitor Flow

Booked, walk-in, on-demand

Booked demo

Pre-arrival profile, assigned bed, timed concierge journey.

Walk-in

Open welcome, observe demos, join if capacity.

On-demand

Flexible demo queue, clear waits.

The Footprint

Five zones, one path

01
Welcome
Open, low-friction entry.
02
Story
The tech, made plain.
03
Demo beds
The felt-proof moment.
04
Consult
Profile and conversion.
05
Send-off
Gifting and capture.
Produce
Veer presents
Sleep that moves with you

Soft Gravity

The space that moves with you
Soft over responsive technology.

A kinetic soft form beckons from the window. Inside, air and light move throughout, extending the mattress’s responsiveness into the surrounding space. The journey culminates in an experience of somatic rings, visual patterns generated from your biometric rhythms, and a personalized keepsake of your reading.

Soft Gravity

Veer reads your body and answers in real time. The showroom holds you and answers you the same way the mattress does, with light and air.

The Veer mattress responds to your body through pneumatic air and thousands of sensors. The room does the same at full scale. Air for pneumatics, warm light for the biometrics it reads.

The 24-hour window

The Window That Never Sleeps

Kinetic and responsive, while soft.
You asked
A window that never sleeps.
We answer
Place your hand on the reader and light and air answer your pulse. It works around the clock, open or closed.
A soft form held aloft on air, turning and billowing in slow motion, never twice the same.
It sleeps when the street is empty, wakes when someone approaches, follows along the glass, and beckons from across the way.
It follows. She turns to leave, and the form leans with her along the glass.
The window by day, the room behind the glass
By day. The street meets the room: the form in the glass, the sky and the mattresses behind it.
The window by night, the only light on the street
By night. The window the only light on the street, still answering whoever stops.

The window captures as well as it attracts, and it never sleeps. By day the ambassadors inside take the details, no screens between you and the room. After hours the glass still books on its own: in Bedrock a code glows on the surface and sends whoever is standing outside to a private page on their own phone, where they leave an email and hold a mattress for their return, no staff and no app. The higher tiers trade the code for a keyboard of light set into the glass, the same booking typed onto the surface itself.

Hand on the glass, biometric reader
By day, the reader. A hand on the glass; the form moves with your pulse, in light and air.
After hours, a QR code on the glass scanned by phone
After hours, the Bedrock. A code glows on the glass; a phone scans it and holds a mattress, no staff and no app.
At night, a keyboard of light on the glass
After hours, the upgrade. The higher tiers trade the code for a keyboard of light, typed onto the glass itself.
The flex

The Soft Entry

Kinetic and responsive, a soft room for two audiences in one footprint.
You asked
A welcoming space for order-taking, press, and investor events, with a wall that carries the brand.
We answer
A soft fabric sky flows overhead on air, shifting as people move through, so the whole room quietly responds. One open room, three zones: a greeting bar at the front, a table to the side for press and investors, and a quiet corner at the back where the sale closes by feel. Behind the bar, the brand line moves on the wall, carried in air and light like everything else here.
Welcome bar and brand wall
The welcome bar, the brand line moving on the wall behind it.
The open room by daylight
Open room by daylight. Customers by day.
The same open room by evening
The same room by evening. Press and investors by night.

Overhead, the cloth never holds still. It swells and relaxes on hidden air, a slow tide of light and shadow that makes the room feel alive without ever calling attention to itself.

The sky, breathing. The fabric ceiling rises and settles on air, the whole room moving the way the mattress does.
The demo

The Soft Gravity Demo Experience

The mattress responds to you. The light shows it.
You asked
A demo where you lie down and feel the product respond.
We answer
The mattress reads your biometrics, and the light flows with them, drawing somatic rings that project onto the wall. You watch yourself being read.

Soft Gravity Halo the hanging piece above the demo mattress.

Demo bed, the hero of the room
The mattress, the hero of the room. Your readings, drawn in warm light on the wall.
The Guest Experience Walkthrough

A guest lies down on the mattress and begins their Veer demo.

Above, the Soft Gravity Halo comes to life. Biometric signals are translated into evolving Somatic Rings, living patterns of light that move across the Halo and surrounding walls. As the guest settles, the rings shift and respond, revealing the body’s hidden rhythms through light.

The Halo extends Veer’s responsive sleep experience beyond the mattress itself, transforming invisible biometric data into an immersive visual experience.

At the end of the session, guests receive their Somatic Signature, a personalized artwork generated from their unique biometric patterns, creating a lasting record of their experience.

Somatic Rings evolving light patterns generated from the body’s rhythms, turning breathing, movement, pressure, and recovery into a visual expression of rest.

The form over the mattress, in motion. A soft suspended form, breathing on air, the warm light moving with your readings.
The takeaway

Veer Somatic Signature

Lead capture that feels like a gift.
You asked
Lead capture, and a gift beyond a sleep mask.
We answer
Your demo draws your biometric signature in warm light: a one-of-one image, made from your own readings, this one time. As you rise, we offer to send it to you. The email arrives as a gift, and it carries more than the image: what the mattress noticed while you lay there, paired with one simple recommendation worth trying tonight.
The Somatic Signature on screen
Your Somatic Signature, delivered to you, your reading rendered in light.
Six somatic signatures, six guests
Never twice the same. Calm, deep rest, energized, mindful, grounded, vital: every guest a different reading.
Somatic Signature the personalized artwork created from those patterns, giving each guest a unique record of their experience.

Nothing is recorded unless you ask. Your signature and your reading exist only in the email you chose to receive.

Veer builds your digital twin from a scan of your body. Soft Gravity gives that twin its portrait: the Somatic Signature is the same self, read by the room and drawn in light.
The 360 walkthrough

The Spatial Journey

How the room carries you through.

It starts at the soft entry. An ambassador greets you by name and eases you into the demo. Between the areas stand slender fabric dividers, a slow biometric wave moving through them in light. After the demo you are woken gently, then drawn to the quiet corner at the back, where the sale can close by feel. However the visit ends, your signature and follow-up reach you afterward.

The room, one open world
The room, one open world. Zoned by light, the moving sky overhead.
The room by day
The room by day. Warm and open, the sky moving overhead.
Floor plan, Soft Gravity, approximately 25 by 40 feet, showing the window object, welcome bar, queen and king demo beds, lounge, and quiet corner where the sale closes
The plan, the path from the street to the beds, window to greeting to demos to the quiet corner. Preliminary, not for construction.
The divider, open to the eye
Open to the eye. Air above the divider keeps the room whole; nothing reaches the sky.
The Soft Dividers
A slender frame in taut fabric, the sleeper’s reading glowing inside it. The dividers give a sense of privacy without closing the room, each carrying a slow wave of biometric light, with open air above, so two demos run at once and each feels held on its own.
Room in daylight
By day. Warm and awake.
Room after dark
After dark. The same warm range, settling toward sleep.
Technology

The technology behind Soft Gravity

Soft Gravity turns the room into an extension of the platform. The same intelligence that reads a sleeper’s body at bed scale is lifted to room scale, so air, light, and sound answer the guest in real time. Every system is chosen to disappear: the guest feels a room that responds, never the hardware that makes it respond.

How we build that
Camera-based biometric reading
Discreet cameras capture pulse and breathing from the face and skin, so the room can respond whether or not it draws live data from the platform. No wearables, no contact, nothing for the guest to put on.
The responsive halo
An overhead ring translates those readings into the guest’s Somatic Signature: slow circadian light drawn live overhead and on the wall, projected from their own body.
A window that senses the street
A downward-angled depth camera reads presence and pointing at the glass, so the floating form wakes, follows, and answers passersby day and night.
Touch-through-glass capture
A thin sensing film bonded to the inside of the window turns the glass itself into the after-hours interface, validated to work through insulated storefront panes, with a scan-to-phone code as the always-reliable fallback.
On-glass prompts and display
Projection or a transparent display layers the invitation and the booking field onto the window without a visible screen.
Directional sound
Focused overhead audio gives each bed its own soundscape, audible only beneath it, so two demos run side by side in silence between them.
One control layer
Lighting, air, sound, and the kinetic form run from a single programmable system, tunable to one guest, to two, or to the average of everyone in the room.
How we answer your brief
A window that never sleeps
You asked for an always-on branding solution that works open or closed. The window glows around the clock in the glass, the room its backdrop. A reader on the glass lets any passerby move its light and air with their own pulse, and a keyboard on the glass gathers details and books demos at any hour. The window keeps working at midnight, attracting and capturing while the doors are closed.
Premium and unmistakable
The category sells comfort; you sell outcomes. One open room finished to an Aesop standard, a kinetic object in the window, charcoal and burnt orange on warm cream. It reads as its own category, a platform you can feel.
A demo you believe
You asked for a demo where visitors lie down and feel the product respond. The mattress reads your biometrics and the light flows with them, drawing somatic rings on the wall, so a short session makes an overnight benefit visible in real time. Belief is built lying down, watching yourself being read. King and queen run simultaneously and independently.
One footprint, two audiences
Customers by day, press and investors by night, in the same small footprint. Because the room is zoned by light and the moving sky rather than walls, it rezones in minutes: greeting bar, lounge, a table for press, two open demo mattresses, and a quiet corner where the sale closes by feel.
Kinetic and responsive
Everything here moves on air: the window, the fabric sky, the form over each mattress, the same way the mattress moves on its pneumatic air. The room is kinetic and responsive in the product’s own language, soft surfaces answering you in real time.
Leads captured as gifts
Your KPIs ask for lead capture and demo-to-lead conversion; your brief asks for a gift beyond a sleep mask. The drawing answers both at once: a one-of-one image made from your own readings, sent to your email only because you asked to keep it, together with what the mattress noticed and one recommendation for tonight.
Bold, energetic, restful
The tension in your brief, resolved by material choice. The boldness is air, the energy is warmth, the rest is the point: bold without harsh, energetic without loud, restful without sleepy.
The risks, named

You asked for the risks and open questions we see. Each arrives with a decision attached, not a hope.

Live biometric sync
Per-person sync between the mattress and the light is the concept's strongest claim and its most budget-sensitive build. Until the technical budget confirms it, we promise a responsive room rather than individual live sync, and the light is designed to be beautiful either way.
The window build
The window form is custom kinetic work inside a roughly three-month build window. We de-risk it in stages: the base motion is proven air-sculpture craft, and the sensing behaviors come online tier by tier, with a named allocation carried for expanding the window's reactivity. The October open date is never the variable.
The soft read
If the room reads spa, that is the skin, not the concept. The technology is the constant: the same components reskin to masculine, sporty, or clinical and deliver the same message. Two color states prove it, both held in the warm range the body reads as evening.

Sleep that moves with you

Soft Gravity by Veer
Confidential · Internal presentation · 2026
Produce
Veer presents
Sleep that moves with your nature

Circadia

A showroom that honours the body’s natural clock.
The Veer storefront at dusk, the celestial timepiece of moon phases suspended in the window, the disc glowing on the back wall
Circadia, from the street. Dusk on Hayes Valley. The celestial timepiece keeps its own time in the glass; the room glows behind it.

The circadian rhythm

Your body keeps a clock you have never seen. Close to twenty-four hours long, it decides when you sleep and when you wake, releasing cortisol to lift you at dawn and melatonin to lower you at dusk. It keeps time by one thing only: light.

The Exhausted Achiever needs to feel in their body, what aligned rest is. The showroom borrows from the only schedule the nervous system actually recognises, the sun and moon rising and setting, in a continuous cycle, restoring your inner nature.

Showroom in sun phase, warm golden disc on the back wall, reflecting basin running down the centre, demo bed on the right, lounge on the left
Showroom in moon phase, cratered moon disc on the back wall, same room under cooler raking light, water surface darkened, planting silhouetted
The 24-Hour Window

The Window That
Never Sleeps

A celestial clock that rises and sets, and leans toward you as you pass.
You asked
A window that captivates during all hours.
We delivered
A window that keeps real time and reaches for the street. The pieces rise and set on their own hours; when someone passes, the nearest lean out toward them.
The Veer storefront in Hayes Valley, the kinetic celestial timepiece suspended in the window
Daytime. The kinetic celestial timepiece in the storefront window, golden hour.
Two motions, two purposes. The pieces climb and descend on the vertical to tell the time: gold rising into the day, silver rising as the gold sets, the whole arc keeping its own celestial hours, open or closed. It rises and sets, the way the real sky does.
Then it answers the street. Head-tracking lets the pieces nearest a passerby drift forward, toward the glass and toward them, and settle back as they move on. The window does not wait to be noticed. It leans out, like a magnet to whoever walks by.
Build: vertical travel on individual drops carries the daily cycle. Upgrade: per-piece depth actuation on the Z-axis, head-tracked, so the installation reaches toward each passerby. Combinable with touchless gesture and switchable smart glass for after-hours demo booking.
Hand-finished matte gold and brushed silver. No mirror polish. The piece reads as gravitational, not decorative. Parallax and strategic light reflections for enhanced impact.
A hand raised to the storefront glass at dusk, one glowing moon disc drawn forward from the receding line of phases toward the hand
It reaches. As someone nears the glass, the closest piece is drawn forward to meet them while the rest hold their line. The window leans toward whoever passes.
The Veer storefront window at night, the celestial timepiece continuing its slow revolution
After hours. The timepiece keeps rising and setting after closing, lit from within.
Close-up of the celestial elements, warm reflections on brushed metal surfaces
Detail. Hand-hammered gold and brushed silver elements, matte finish.
The Flex

The Circadian Light Cycle

Art and light bring day and night alive.
You asked
Be bold without being harsh, be energetic without being loud.
We delivered
The room’s energy carried by light, not volume.
A single circular relief on the back wall, lit two ways. Warm front-light reads as a golden-hour sun. As the light angles lower and cooler, the relief surfaces and the same disc becomes the moon.
A continuous 30-minute loop. Sun phase in warm Kelvin: golds, ambers, soft pinks. Moon phase in creams, taupe, a hint of cornflower. Never blue, never dark. All circadian-safe.
California natives flank the disc. The reflecting basin sits low in front. The room reads as a garden at dusk.
Limewash walls. Lime plaster relief disc. Tunable-white circadian-safe fixtures. Native planting in scaled vessels. Free-standing reflecting basin, max 2″ depth.
Sun state, the warm front-washed disc reads as a smooth golden hour sun
Sun state. Warm Kelvin, frontal wash. The relief recedes; the surface reads smooth.
Moon state, the same disc revealed under raking light as cratered and textured
Moon state. The same body under raking light; the craters rise out of the plaster.
California native planting flanking the disc with a low reflecting basin
Planting. California natives flank the disc, with the reflecting basin low in front.
The showroom in night mode, the full moon glowing, stars on the ceiling, beds strategically highlighted
Night mode. After opening hours, the cycle is set to night mode, the full moon glowing, twinkling stars on the ceiling.
The Demo

Rest as Natural Experience

True rest begins when all of you can trust.
You asked
Experience an overnight product so trust is built in minutes.
We delivered
We turn the benefits of the tech into an immersive experience that lets the client experience in minutes how being held by a Veer platform will improve their overall well-being.
The Ekaggata algorithm, named for the Buddhist principle of one-pointedness, reads the body and adjusts the platform beneath it through the night.
The demo externalises that. As the room’s sun sets, a biometric reading is taken and a binaural soundscape is built from it. The client lies down as the moon rises, the soundscape arriving from directional speakers overhead, nothing to wear. A second reading at sunrise is the proof.
A guest lying on the Veer platform, eyes closed, directional sound overhead, the room cycling through its moon phase
The demo. Directional sound overhead, nothing to wear: the binaural soundscape carries the guest into their parasympathetic state as the room cycles around them.
The Demo Journey
Arrivalapprox 5 min · midday lighting
A brand ambassador greets the customer and runs a brief intake (sleep habits, current struggles, what they came in for) alongside a contactless biometric reading via tablet camera. The data preconfigures the platform and creates a customised binaural soundscape built with natural stems.
Settlingapprox 3 min · sunset lighting
They are shown to a bed and lie down, the soundscape already settling over them from directly above. Everything is ready. The light cycles around them at its own pace.
The Cycleapprox 10 min · moon lighting
The platform adjusts to their body. The soundscape carries them into their parasympathetic state. The room’s hues shift from golds and ambers into softer, cooler tones, the light doing in the room what the algorithm is doing in the bed.
Returnapprox 5 min · sunrise lighting
The sound fades, the client rises, a second reading is taken. The ambassador moves them to an adjacent seat and walks them through both readings: what changed, where the body relaxed. Questions here. Sale here, if they’re ready.
Departureapprox 2 min · midday lighting
Both readings and the soundscape are sent to take home (see next section). No hard sell. The room has done the work.
The Takeaway

The Change You Keep

Lead capture that proofs the product.
You asked
Capture leads and leave with a story to share.
We delivered
They leave with their own readings and the soundscape built for them, sent by link, theirs to keep.
Each customer leaves with their pre and post biometric readings and the personalised soundscape built for them.
For the buyer, something to enjoy while they wait for delivery.
For everyone else, a working reminder of what restorative sleep feels like.
Delivered by link, no app, no account.
The personalised soundscape takeaway, a visual waveform built from the guest's biometric reading
The takeaway. A personalised soundscape built from the guest’s own biometric reading, theirs to keep.
The Walk Through

The Spatial Journey

You asked
Calm enough to demo, generous enough to gather.
We delivered
One room, one cycle, both audiences held by the same light.
The kinetic timepiece in the window pulls you in.
Once inside, you are greeted and checked-in for your demo.
The lounge sits opposite, with both the window and the back-wall disc in view. Customers wait here; press and investors sit here during events.
Between the lounge and the beds, a low table and chairs hold the post-demo conversation.
The back of the room belongs to the platforms and the demo, with the celestial disc on the back wall.
Showroom floor plan, Concept 02 Circadia, approximately 25ft by 40ft, showing entry, welcome and intake station, lounge, sales and debrief area, king and queen demo beds with reflecting basin and sun and moon installation on the back wall, planting and slat partition along the walk path
Floor plan. Preliminary, not for construction. Approximately 25 by 40 feet, one grid square equals 5 feet.
Showroom interior in sun phase, the warm golden disc on the back wall, planting flanking, reflecting basin running down the centre, demo bed on the right and lounge on the left
Showroom interior in moon phase, the cratered moon disc on the back wall, the same room read under cooler raking light, water surface darkened, planting silhouetted
Sun phase and moon phase, same room across the cycle. Renders to be refined at a later presentation stage.
Atmospheres & rituals
The guided day
Nature speaks, never a narrator: first birds lead you in, the dusk breathes you down.
Other weathers
Fog off the bay, rain on the channel, a storm held at a distance. The day never runs twice the same.
Tonight’s sky
The star ceiling shows the city’s actual constellations, that night.
Scent at the turns
Dusk and dawn each carry a near-invisible note, off by default, tuned like the light.
The long night
A full-dark deep-rest session for bookings who want the middle of the night.
Technology

The technology behind Circadia

Circadia compresses a full day into twenty minutes, and every technology in the room exists to make that day land in the body, not just the eye. Light, sound, scent, water, and the sky overhead move on one synchronized arc, tuned to how the body keeps time. Nothing is a screen pretending to be nature; the guest’s own heart rate falls before they leave.

The technology
  • Full-spectrum circadian lighting, ember dawn to noon to a blue-free, melatonin-safe moonset.
  • A single point of light crossing the ceiling on a slow track, the sun’s path made visible.
  • One sculpted disc, lit two ways: a warm wash as the sun, a raking sidelight as the moon.
  • A window of gold and silver vessels keeping real solar time, leaning toward passersby.
  • A contactless resting-pulse read at arrival and departure, captured as the takeaway receipt.
  • A personal sound signature delivered overhead and in the pillow, nothing worn, taken home.
  • Spatial nature audio moving around the room in time with the arc, whisper-quiet.
  • A quiet recirculating water channel carrying the disc’s reflection the length of the room.
  • Precise scent at dawn and dusk, near the edge of perception, off between sessions.
  • A fiber-optic ceiling showing tonight’s actual San Francisco sky, fading in at moonset.
The build

The Menu

Bedrock stands alone. Everything else is a dial.
Window kinetic
Build A (vertical drops, individual stepper winches, the daily rise-and-set) is the lead; Build B adds per-piece depth actuation on the Z-axis, head-tracked, so the pieces reach toward passersby. Costed across DD.
Window interactiveness
Head-tracked depth response is the Circadia signature: the window reaches, it does not read you. Touchless gesture and switchable smart glass remain optional for after-hours booking.
Biometric
Option A (rPPG only) selected; Option B (rPPG + contact HRV sensor) held as documented upgrade lever.
Soundscape
~12 ambient pieces, 5–6 stems each, stem-based adaptive architecture.
Directional sound
Per-bed directional speakers overhead (lead, nothing worn), or speaker-pillow built into the platform as the documented alternative. Both keep two demos acoustically separate.
Water feature
Open basin (lead), sealed channel under glass, or polished dark stone (dry). All three carried into DD.
Plants
California natives (manzanita, ceanothus, fescue), with the maintenance / grow-light requirement framed in Section 08.
How We Answered Your Brief
Premium and unmistakable
The category sells comfort; you sell outcomes. Nothing here reads as a platform store: one sculpted disc, one shallow line of water, a bank of California natives, limewash and oak finished to a gallery standard. Its own category, from the sidewalk inward.
A demo you believe
A contactless biometric reading reads the body, a personalised soundscape is built from it, and ten minutes on the platform, the soundscape arriving overhead with nothing to wear, carry the guest down while the room cycles from day to night around them. A second reading at the end closes the loop: proof of change, not a feeling. King and queen run the same sky side by side, so a couple leaves with two receipts of one day.
Leads captured as gifts
Your KPIs ask for lead capture and demo-to-lead conversion; your brief asks for a gift beyond a sleep mask. The take-home answers both at once: the guest’s two biometric readings and the personalised audio file built for their body that day, sent by link only because they asked to keep it.
One footprint, two audiences
Customers by day, press and investors by night. The room rezones in minutes because night is one of its own states: the cycle set to moonset, stars on the ceiling, the platforms strategically lit, sound kept separate, no one overlooking the beds.
A window that never sleeps
A clock in gold and silver that keeps its own celestial time on a 30-minute revolution, beautiful watched or not, with the moon train continuing its slow procession after closing. No screen, no staff, never off.
Kinetic and responsive
The window is a perpetual-motion clock and can include responsive motion sensing; the back-wall disc shifts from sun to moon on a 30-minute loop; the light and the soundscape do in the room what the algorithm does in the bed, all of it quiet as the product’s own under-30-decibel claim. The response lives where it matters most: in the difference of how the customer feels.
Bold, energetic, restful
The tension in your brief, resolved by the cycle itself. The boldness is the disc and turning the room into a full immersive experience; the energy is the transition of light in accordance with the natural way of things; and the result is rest without sleepy.
The risks, named

You asked for the risks and open questions we see. Each arrives with a decision attached, not a hope.

The reading
Two contactless reads bookend the demo, taken by the brand ambassador before the guest lies down and again as they rise. The Ekaggata Algorithm is doing continuous work underneath them the whole time. Where possible, the readings come from the platforms themselves; where they do not, we are prepared to bring our own measuring capability, contactless reads and the tools to surface them, woven into the experience organically wherever it earns its place. In twenty-five minutes, the guest leaves with their own body’s evidence in hand.
The water feature
A shallow reflecting basin sits low in front of the disc, catching the light cycle and throwing it quietly back into the room. On a retail floor across a three-month build, an open basin carries maintenance, slip, and permitting weight. Two siblings are drawn in parallel: a sealed channel under flush structural glass, and a polished dark-stone surface that mirrors nearly as well, dry. The basin is the lead. The others are the room’s insurance.
The spa read
Water, dusk, native planting. The ingredients flirt with spa. The constant that holds the room in its own category is chronobiology: the celestial timepiece in the window, the disc on the back wall moving from sun to moon, the personalised audio file the guest takes home. Spa sells calm. Circadia sells alignment. The same cycle reskins stark, sporty, or clinical and proves the same point. Greenish never blue.
Plant maintenance
California natives flank the disc and they are not set dressing. The circadian light cycle is tuned to people, not chlorophyll, so the planting needs its own supplemental grow light on a separate schedule, a weekly maintenance contract, and a documented replacement plan. Hayes Valley has the vendors. A browning manzanita in October is the real risk.
Internal note
All references to ‘mattress / mattresses’ throughout this concept are stated as ‘platform / platforms’ to reflect the category Veer is building.

Sleep that moves with your nature

Circadia by Veer
Confidential · Internal presentation · 2026
Produce
Veer presents
The showroom that comes to you.

Sleep Moves

A premium expandable vehicle that opens into a two-bed showroom and parks where the exhausted achiever already is, the office, the campus, the street that has not seen it yet.
Sleep Moves: the pavilion, glass lifted, by day
Sleep Moves. The glass lifts, the street is invited in.

Veer does not track your sleep, it changes it, and that has to be felt to be believed. This concept removes the last thing between the exhausted achiever and that first lie-down: the trip they were never going to make.

A premium trailer opens its full side wall into a two-bed showroom and parks where the buyer already is. It runs the same demo, the same beds, the same biometric signature as any permanent location, with one difference: the buyer never had to decide to go looking for it. When the neighborhood has seen it, it moves. The showroom does not wait for the city to come to it.

The twenty-four hour window

The window on wheels

A window that never sleeps, and never stays put.
You asked
A window that never sleeps.
We answer
The whole side of the vehicle is the window: a full glass wall that expands into a showroom by day and glows, inviting, all night. Closed, the glass comes alive to whoever passes: a camera reads their movement and a slow wave answers them across the surface in real time, so the window is never a loop but a response. After hours the glass still books: a code on the surface takes whoever is standing outside to a private page on their own phone, where they leave an email and hold a bed for their return, no staff and no app. A film keyboard set into the glass is an add-on for the higher tiers, the same booking typed into the surface itself when the moment wants more theater. The window works around the clock.
Sleep Moves exterior at dusk, glass doors open, warm interior glow
The open wall. Two intimate alcoves, a host table between them.

The expandable wall unfolds with engineered precision, and the sleek design says technology before anyone reads a word, the same promise the mattress makes.

Glass tinted pale green, precise as laboratory glass, keeps the interior intimate from the street. By night the wave moves with the person on the sidewalk, not a recording but a reaction, the glow holds the eye, and a code on the glass turns a passerby into a booking.

Sleep Moves at night, green biometric wave glowing on glass
By night. The glow holds the eye; a code on the glass takes the booking.
Close-up at night: a hand scans a QR code set into the glass beside the green wave
After hours, the Bedrock. A QR code on the glass takes the booking from their own phone and books a demo before they walk away.
Close-up at night: a fingertip presses a keyboard of green light set into the glass
One tier up. Keys of light in the glass; they type straight onto the surface, no phone needed.
The demo

Two stages, one vehicle

Both running. Both private. Neither aware of the other.
You asked
Both beds live, a king and a queen, where the guest lies down and feels the platform respond.
We answer
Each bed sits in its own alcove behind a curved oak screen. Both run simultaneously and independently, the platform reading each guest in private, adjusting in real time. As you settle, the light dims softly and directional speakers fill the alcove with a quiet soundscape, the only signals that something has begun.
An ambassador greets walk-ins iPad in hand; bookings get a reserved bed and whoever arrives takes the open one.
Sleep Moves exterior, two-bed showroom visible through glass
The layout. Two alcoves, a host table between them, every space considered.
Interior: both beds, oak slat dividers, full-length view
The full interior. Oak screens wrap each cove, open enough to breathe.
Alcove close-up: black bed, curved oak slats, warm lighting
The private alcove. Every material chosen, every element elevating the bed.
The takeaway

The gift you take home

The demo ends. You leave with something made only of you.
You asked
A guest experience worth sharing, and a reason to stay in the conversation after the visit.
We answer
This is not data capture, it is a gift. As the demo closes, what the bed noticed about you is distilled into a single visual and sent to your email. No app, no download, just a beautiful object that arrives in your inbox and opens the conversation. The same visual language that moves across the glass at night, now personal, now yours.
Guest holding iPad showing their biometric reading signature
The signature. Your biometric reading, distilled and delivered: a beautiful object that opens the conversation.
The flex

Two audiences, one vehicle

Customers by day. Investors wherever they are, by night.
You asked
One footprint that serves customers by day and investor and press meetups after hours.
We answer
By day the wall opens and the street walks in. By night the vehicle transforms: an extended deck pulls out, seating and a bar surface deploy, and the space that ran demos all afternoon becomes a private event setting for investors, press, or a small group. The demos are done, the room is ready, and if the meeting cannot come to Hayes Valley, the meeting drives to them.
The defined entrance and tinted glass keep demos private even parked on a busy block.
Daytime campus event: deck out, lounge seating and bar, guests gathered under shade sails
The daytime flex. Same deck, same bar, by daylight on a campus plaza: the demo room turns host without waiting for dark.
Evening event: extended deck with seating, string lights, investors gathered
The evening flex. Deck extended, seating out, ambient lighting: the showroom becomes the venue.
Location(s)

The deployment

Mobile by design. The moment is wherever we create it.
You asked
Hayes Valley as the initial preference, with data-supported alternatives welcomed.
We answer
It opens in Hayes Valley, then makes every alternative reachable. Each placement stays long enough for a neighborhood or an office to talk, short enough to stay news and create booking urgency. A neighborhood first, then the Silicon Valley office campuses where the buyer spends the day, then wherever something is happening.
Sleep Moves parked in a Silicon Valley office campus parking lot
The campus placement. Lunch-hour demos where the buyer already is.

Lunch-hour demos at the office, a slot beside a wellness conference, a week outside a product launch. The showroom finds and creates the moment.

Sleep Moves at a wellness summit, foot traffic and event signage
The event placement. A wellness summit, the showroom where the conversation already is.
Technology

How the technology makes the experience

Sleep Moves carries the full demo intelligence inside the vehicle, so the reading happens where the guest already is, with nothing strapped on and nothing to install. A discreet overhead camera reads heart rate, variability, and breath from the skin alone, and the cabin light and sound answer that reading while the guest lies there. The same data becomes a one-of-one signature the guest takes home, and after hours the glass wall keeps working, responding to whoever passes and taking bookings with no one on site.

The technology
Contactless biometric read
An overhead camera captures heart rate, heart-rate variability, and breathing from the skin during the lie-down. No wearable, no contact, no wires.
The biometric signature
The session’s readings render into a single unique image, given to the guest as a gift rather than captured as data.
Responsive cabin
Interior light pulses at the guest’s own measured heart rate; directional speakers place a chosen soundscape around each bed, so two guests never share one sound.
The always-on glass wall
A transparent display layer and a camera at the glass let a slow wave respond in real time to whoever walks past, so the window is a reaction and not a loop.
After-hours capture
A code on the glass sends a passerby to a private booking page on their own phone; a touch-responsive glass keyboard is available as an add-on for those who prefer to type on the surface itself.
Optional sensory layers
Tuned scent, deeper soundscapes, and a darkening sleep alcove can be added by tier without altering the Bedrock build.
How we answer your brief
A window that never sleeps
You asked for an always-on branding solution that works open and closed. The whole side of the vehicle is the window: a full glass wall glowing pale green, a slow biometric wave moving across the glass after hours, and a code on the glass that lets anyone standing outside book their demo from their phone. Always on, always somewhere new.
A demo you believe
You asked for live demos where visitors lie down and feel the platform respond. Both beds run simultaneously and independently, each in its own private alcove. The bed reads the guest, the light dims softly, a quiet soundscape fills the cove. The demo is complete, and it came to the buyer.
Both beds, protected
Your stated first priority is space for both king and queen. The expandable wall exists precisely to carry the second bed, and that commitment is locked before any contract is signed.
Foot traffic, by appointment with the city
Your second priority is location and foot traffic. The trailer re-decides its address on data, opening in Hayes Valley and moving to wherever the buyer actually is, a Silicon Valley office campus, a conference, a neighborhood that has not seen it yet.
One footprint, two audiences
Customers by day with the wall open. Investors and press by night with the deck extended, seating out, and the option to bring the meeting to the meeting-taker.
Leads captured as gifts
Your brief asks for a gift beyond a sleep mask. The demo draws the guest’s biometric signature, and the email they receive carries the image, what the bed noticed, and one recommendation for tonight. A code on the glass captures walk-ins after hours with no staff required.
Premium and unmistakable
The premium is inherent: a precision expandable vehicle, tinted glass, a defined entrance, slatted oak alcoves, and a mechanism that is itself the technology story.
Budget that buys an asset
No premium lease, no build-out, no restoration at close. The spend goes into the vehicle, the interior, and the program. The Bedrock tier stands alone, and the add-on menu ladders cleanly from there.
The idea you did not ask for
The brief asks for a showroom. Sleep Moves is the bonus answer, PR-worthy by design, that takes the same demo, the same signature, the same brand, and removes the one thing every fixed address accepts as given.
The risks, named

You asked for the risks and open questions we see. Each arrives with a decision attached, not a hope.

The king fit
A king mattress in a vehicle is the concept’s hardest dimension. The expandable wall is specified precisely to carry it, and the vendor spec is confirmed against the king before any contract is signed. If a given chassis cannot hold the promise, we change the vehicle, never the promise: both beds are the client’s own first priority, and it is ours.
The category has seen sleep on wheels
Mobile naps have been done before, as stunts. This is the opposite of a stunt: the full mattress, the full sensor platform, the full demo, parked where the buyer spends the day. Not a nap in a van, the actual product doing the actual thing it does, brought to the person least likely to walk into a store.
Permits and placement
A mobile showroom trades one lease negotiation for a permit calendar. The route is built only from placements already cleared, the dwell model keeps churn low, and the precedent vehicle has operated on permits in this market before. The first placement is secured before the vehicle is announced.
A mobile showroom is the ask, answered differently
The RFP asks for a retail pop-up. Sleep Moves answers that as a mobile showroom, a vehicle that carries the full demo, the full brand, and the full brief to wherever the buyer already is. It runs as a standalone concept, as the roaming companion to either storefront, or docked beside one to close the program.
The reading does not wait on the platform
Veer’s own data pipeline is still in build. The experience is designed to read the guest independently, so the demo and the gift work whether or not the mattress platform is ready by October. If the bed can feed us its data, the signature gets richer; if it cannot yet, the experience still delivers in full. This is a decision, not a hope.

Sleep that moves to you

Sleep Moves by Veer
Confidential · Internal presentation · 2026
Produce
Veer presents
Sleep that knows you

Spotlight

An address, a dark room, and a living portrait made from your own body
Inspired by Sleep No More by Punchdrunk
Scale and solitude as the experience.
The guest is collected, carried to a place they cannot name, and given a living experience of the mattress platform they can see and feel all around them.
The guest reclined on the mattress, the kinetic signature alive on every wall and the ceiling

Showrooms ask for attention. Spotlight is a secret the guest is let in on.

One guest, one mattress, one warm light, inside a volume large enough to feel like a building, given to a single person at a time. Every night the Veer app builds a digital twin of the guest, unseen, and Spotlight is where it is made visible. A cinematic demo of the platform, staged as immersive art generated live from the guest’s own body. They leave having been fully immersed in the platform, something they saw and felt on every sense at once.

The journey

From an Address to the Door

One guest, brought to the mattress experience, alone.
You asked
A curated, design-forward environment built around the demo.
We answer
The environment is curated from the first touch, before the building. The demo begins with the journey: an invitation, a ride, an entry, and a digital twin in light leading the guest to the mattress.
The Veer nook inside the partner hotel lobby
The nook. The Veer reception inside the partner hotel.
The Visitor Journey
Invitation
By invitation, booking, or waitlist; one guest at a time. They book and receive a private code, a time, and the hotel pickup location.
The Veer nook with digital twin stand in the hotel lobby
The nook. Veer’s presence in the lobby, around the clock.
Reception
They arrive at the location, a partner hotel, and are walked to the Veer nook that serves as the reception, received and held until the car arrives.
More on the nook and hotel in the reception section.
The ride
A blacked-out SUV. The driver hands them a Veer sleep mask and a gift; a voice explains the journey, a soundscape and a warm scent begin the experience.
The warehouse from the street: a vast dark facade, an unmarked door
The door. Nothing from the street; the city does the talking.
The entry
Carried to a place they cannot name, they step inside and lift the mask. Their digital twin, their own outline in light, leads them in.
A figure in a corridor with their digital twin, their own outline in light, leading them in
The entry. Their digital twin leads them in.
The demo

The Theater

One mattress, one light, and the room about to awaken.
You asked
A demo where the guest lies down and feels the product respond.
We answer
We make the mattress the center stage. The guest lies down, the platform reads them, and the product responds and comes alive all around them, an extension of what the platform reads: heartbeat, breath, the shape of their body across 2,048 sensors.
The guest lying on a single mattress under one warm light at the centre of the vast dark volume
The center stage. One mattress, one light, the guest at the center as it all begins.
Outcomes

The Veer Kinetic Signature

The platform made visible, all around one guest.
You asked
Outcomes the guest can feel, not only comfort.
We answer
The platform reads the body, and the guest’s digital twin rises onto the cloth walls as their Veer Kinetic Signature, drawn live from the mattress recognizing, relieving, and responding beneath them. They lie inside a living portrait that answers in real time. No two are ever alike, and it is the reason people book.
The signature. The guest inside their own living signature.
From the guest’s vantage, lying back, the room reads
Your heartbeat sets its tempo. Your breath moves through it. The shape of you is its composition, so when you turn, the whole portrait turns with you. The moment a zone beneath you relieves a pressure point, the signature answers in the same breath. It is made of you and the mattress together, it has not existed before tonight, and when you rise it is gone.
Internal note
In plain terms, this is a real-time biometric data painting. As the guest lies down, the mattress and the Veer app read the body, and we render that live data into the portrait on the walls. The art is the data itself, made visible the moment it is captured.
The Veer Kinetic Signature room, branded
The signature room, branded.
The Veer Kinetic Signature room in motion.
The Veer Kinetic Signature, a living portrait
A living portrait drawn from the mattress.
The takeaway / the flex

The Room Returns

As the demo ends, the room reveals itself.
You asked
Leads captured, and a reason to come back.
We answer
Signaling the end of the demo, the signature slowly disappears and the room lights rise. The cloth turns clear, the portrait dissolves, and the full scale of the room appears. The guest leaves by a new path, and their Veer Kinetic Signature follows, sent after with nothing to download, the start of the conversation about owning the mattress.
You asked
One footprint, two audiences.
We answer
The same reveal opens the room for what comes next. The guest is welcomed into a quiet sales area where the conversation can close, and the cleared room shows its full layout, the spaces that host investors, press, and events in the evening. One build serves the private demo by day and the gathering by night.
The room revealed: cloth turns clear and the scale they walked through appears around them
The room returns. The cloth clears and the scale they walked through appears around them.
The reception / the 24-hour window

The Veer Nook in the Hotel

A premium welcome and the first glimpse of their digital twin.
You asked
A premium reception, never a mattress store; and a window that never sleeps.
We answer
We place a branded Veer nook inside a hotel that shares Veer’s brand values. It receives the guest, draws lobby traffic, and stands as Veer’s presence around the clock, our reimagined window working twenty-four hours.
The Veer nook with digital twin stand in the hotel lobby
The nook. Veer’s presence in the lobby, around the clock.
A freestanding panel of projection cloth, lit like a gallery piece, shows a slow, living digital twin. When someone enters the space the twin is drawn around their own outline, fading when they leave.
The partnership opens further collaborations beyond the reception, among them a bookable hotel room with the platform inside for a full overnight stay. More to explore together at the right moment.
The digital twin on the freestanding panel in the hotel lobby
The twin. The first glimpse of their digital twin.
Technology

How the technology creates the experience

The technology is built to disappear, so what the guest feels is a work of art, not a demo rig. Everything in the room reads the body in the dark and answers in light, paced to the guest’s own pulse, so the platform proves itself at the scale of a building. If the platform can stream its own data we use it directly; if not, our own sensing captures the same signals, so the proof never depends on the bed alone.

The technology
Digital twin tracking
Camera-based body tracking builds a real-time digital twin, a figure of light that follows the guest from the door to the bed. It works in near-darkness on infrared, with nothing worn.
Contactless biometric reading
A hidden ceiling camera with invisible infrared light reads heart rate, heart-rate variability, and breath from the face and chest. No wearable, no touch.
Near-transparent projection cloth
Around 80 percent see-through and layered for depth, it shows nothing until the data wakes it, then turns clear when the light rises to reveal the full room. Projection, not LED, so it stays easy on the eyes.
The Veer Kinetic Signature
A real-time generative engine turns those live signals into the living portrait around the bed and the heartbeat drawn across the far wall at building scale.
Architectural sunrise
A hidden theatrical lighting array paced to the guest’s settling pulse, so the room waits for the body before it blooms. The product claim, proven at the scale of a warehouse.
Invisible automation
A silent trigger on the door starts the whole sequence on entry. The room simply begins, with nothing for the guest to operate.
Directional, gadget-free sound
Sound through pillow and directional speakers, tuned to the guest’s own pulse. No headphones.
Sensory layer on cue
Low ankle-level mist and a single dawn scent at the peak of the sunrise, on cue rather than by default.
The takeaway is the proof
The signature rendered as a one-of-one artwork and the digital twin sent after, with nothing to download. Every guest books ahead, so capture is built in.
Privacy by design
Signals are processed live, nothing is stored without consent, and that consent is taken at booking.
How we answer your brief
Premium and unmistakable
Scale and solitude are the luxury, and the secret address carries the brand by word of mouth. The high-end feeling starts at the partner hotel and never breaks, and the space reads as art, never as retail.
A demo you believe
The demo is the whole building. The mattress reads the guest in the dark and answers on the walls in real time, so its promise to recognize, relieve, and respond is proven on the body, the outcome felt before the light reaches the far wall.
Leads captured as gifts
An invitation-only experience means every guest opts in before arriving, a full capture rate by design. They leave with their own Veer Kinetic Signature, sent after, the data painting made for them and no one else, the gift no other sleep product can give.
One footprint, two audiences
By day the volume belongs to one guest and the cloth holds the demo close. When the lights come up, the same cloth turns clear and the room opens, with seating, tables, and space for a group or an event. One build serves the private demo and the evenings the room hosts, and the two audiences never share the hour.
A window that never sleeps
We reimagine the window as the Veer nook inside the partner hotel, a warm, lit Veer presence in a high-traffic lobby that works around the clock, doing the brand’s street work without a storefront.
Kinetic and responsive
The kinetics are light, sound, air, and the signature itself, all responding to the one body in the room, as quiet as the mattress’s own under-thirty-decibel adjustments.
Bold, energetic, restful
The boldness is the dark and the scale, the energy is the signature coming alive, and the rest is being alone inside it. Three notes the brief asked to hold at once, held by sequence.
The risks, named

Each arrives with a decision attached, not a hope.

The missing window
The brief’s top priority is a window that never sleeps, and a dark volume has none. Decision: we reimagine the window as the Veer nook inside the partner hotel, a lit Veer presence in a high-traffic lobby that works around the clock, so the street presence is carried by the nook. If the secret needs to live at street level, that is a different concept; Spotlight holds its form rather than diluting into a storefront.
The venue and location
A true volume may sit outside Hayes Valley, possibly outside the core. Decision: hold San Francisco, target an industrial address inside the city, and treat the ride as programming so the journey carries part of the experience. Ideally the venue already has a back room and restroom, which saves roughly twenty-five to fifty thousand over building one.
Throughput
One guest at a time caps demo counts, though the room can take up to two together. Decision: measure Spotlight where it is strong, capture rate, qualified leads, press and sentiment, and use the evenings the room hosts for reach. This is the awareness and proof play the brief names as its first goal.
The work and the cloth
The art and the projection layer are where cost and risk concentrate. Decision: build the signature system in house so the look and the ownership stay Veer’s, hold outside studios as visual reference only, and prove the projection cloth and its layering at sample scale before the room is committed.
Open details
The parting gift at pickup, and the scent and air on entry, are set in the next pass. Fresh linen and a fresh cloth surface are reset between guests.

Sleep that knows you

Spotlight by Veer
Confidential · Internal presentation · 2026

The Build · Venue

Hayes Valley first, a venue tuned to each concept

Hayes Valley is the anchor: it’s where our customer already lives, shops, and goes out. From there, each concept takes the venue its idea demands, from a Hayes Street storefront to a hidden Dogpatch volume.

Why Hayes Valley

ICP alignment
The neighborhood is the customer.

Median household income above $104K, design-forward and wellness-oriented, right beside the Symphony, the Opera, and SFJAZZ.

Concept-endorsed
Named in the work itself.

The Circadia concept calls out Hayes Valley by name for its vendor network, the only neighborhood any concept names outright.

Cultural legitimacy
The city’s living room.

Patricia’s Green was home to Proxy SF, the city’s most-loved pop-up experiment. A presence here inherits that equity.

Arts-season footfall
An October tailwind.

Symphony, Ballet, Opera, and SFJAZZ all open in October; 350+ concerts run Thursday to Sunday, drawing exactly our crowd.

Every option scored against nine lenses

ICP fit Window visibility Demo privacy Rental flexibility Install feasibility Security Permitting PR flexibility Operational control

A venue per concept

Soft Gravity

Retail showroom · street-facing window

★ 364 Hayes St Storefront

Circadia

Retail showroom · window + interior buildout

★ 364 Hayes St Storefront

Sleep Moves

Mobile vehicle · anchors, then moves

★ Franklin St Lots

Spotlight

Private immersive volume + hotel nook

★ Dogpatch Studios + SF Proper

The Build · Technology

One approach, tailored to each concept

The technology serves the demo, never the other way around: it makes Veer’s response felt, then captures the moment cleanly for follow-up. The exact expression is tailored to each concept, see each concept’s own Technology section.

01
Sense

Posture and pressure read live during the demo, the body believes before the chart does.

02
Show

Plain-language visualization on iPad, pending Veer / Orizon data access.

03
Capture

Profile and opt-in flow into CRM, the data side lives in Measurement.

In development

The detailed technology approach, device list, the live-visualization dependency on Veer / Orizon, connectivity and backup plan, is being finalized with the team. Per-concept technology treatments are already built inside each concept; this overview ties them together.

Operations

Run-of-show credibility

Product handling, escalation, security, and housekeeping — the operational spine that keeps every demo feeling like the first.

Product Handling

Demo beds, kept showroom-perfect

White-glove receiving and condition documentation on arrival
Careful handling — no dragging, bending, or compression
Protective covering during transport, storage, and off-hours
Chain of custody tracked from arrival to departure

Escalation + Security

Calm, even when it isn’t

Escalation Path

BA → Showroom Manager → Produce ops, with defined response windows.

Security

One licensed guard per activation day; high-value product and after-hours coverage.

Incident Handling

Documented protocols, reporting, and follow-up — protecting guest and brand.

Cleaning + Housekeeping

Premium is a clean room

Between guests — linen change, surface wipe, demo bed reset on a timed cadence
Daily — open/close deep clean, restock, floor and window care
Vendor — scheduled professional service at end of each activation day

Load In + Out

In clean, out clean

Load In · Pre-open

Fit-out, fabrication delivery, mattress placement, tech install + QA.

Live Run · Oct–Feb/Apr

Maintenance, restock, swaps, and ongoing venue care.

Load Out · End of run

Teardown, closeout, venue restoration, final recap.

Staffing

Who runs the room

A lean, experienced floor team built for confident demos — sales-capable, sleep/wellness-aware, and flexible to event needs.

01
Showroom Manager

Owns daily operations, staffing coordination, and escalation — the point of contact between venue and Produce ops.

02
Sleep Concierge / BA

Guest-facing sales. Leads demos, manages bookings, drives conversion. Sleep / wellness background preferred.

03
Technical Support

Product and app troubleshooting, demo tech QA — Veer reps preferred (may be a Veer / Orizon dependency).

04
Production / Ops Lead

Vendor coordination, maintenance, reporting, and compliance across the run.

Staffing Strategy

Smart coverage, flexible support

Core team: 1 Manager, 1 Assistant Manager, 2 Brand Ambassadors
3 peak Hayes Valley days per week, 8 hours per day
2 backup BAs on call, plus a reallocatable hours pool
Schedules flex for events with 5 business days’ notice; transport stipends included

Sample Candidates

The faces of the floor

Emiliya Meyzinger

Emiliya Meyzinger

Showroom Manager

10+ years in events
Nintendo Mario mascot activation
HR professional background
Skilled in calligraphy & creative arts
Sreya Sinha

Sreya Sinha

Sleep Concierge

10+ years brand ambassador experience
Formula 1 & tech events
Film lead & production assistant
Fluent in Russian
Jackson Brody

Jackson Brody

Brand Ambassador

7+ years experiential marketing
FIFA & Kellogg's TV appearances
Waymo brand representation
Super Bowl & Warriors activations
Stephen Jones

Stephen Jones

Operations Lead

8 years in events
Waymo rider & advocate
CSUN & Bay Area activations
Authentic consumer perspective

Uniforms · Considered Quiet

Dressed for premium, not clinical

The uniform reads like the brand wore clothes. No logo across the chest, no polo-and-khaki service energy. The staff look like they belong in the room, not assigned to it.

The Veer uniform, daytime and evening modes
The Veer uniform, daytime and evening modes, with the embroidered Veer wordmark

Palette

Deep espresso as the base, warm cream and natural linen for contrast, burnt orange as a single controlled accent: a small embroidered Veer wordmark at the collar or cuff, never the chest.

Silhouette

Relaxed-tailored, a quiet Japanese-workwear influence. A structured linen overshirt in cream over a fitted espresso turtleneck. Not a suit, not a uniform in the traditional sense. It reads as someone who knows sleep and spends time in well-made spaces.

Accessory

One optional piece: a narrow woven lanyard in burnt orange for an ID badge, the only functional element. No aprons, no branded caps.

Two modes

Daytime keeps the cream overshirt visible. Evening and event mode removes it, so the espresso turtleneck takes over, more precise and restrained.

Schedule

A rhythm the room can hold

Daily

Open, tech QA, demo bed reset
Booked + on-demand demo blocks
Close, capture sync, restock

Weekly

Staffing + capacity review
KPI + conversion readout
Maintenance + vendor check

Monthly

Full performance recap
PR / investor moments
Optimization + restock plan

Measurement and Reporting

Tracking what matters

8

Quantitative KPIs

5

Qualitative Signals

3

Reporting Cadences

Quantitative

Numbers that prove it works

Foot traffic
Demo bookings
Lead capture rate & qualified leads
In-store sales
Demo-to-lead & lead-to-sale conversion
NPS / visitor sentiment

Qualitative

Signals that prove it resonates

Do guests understand Veer?
Is the brand impression premium and clear?
Are demos confidently delivered?
Digital buzz and UGC volume
Referral and word-of-mouth signals

Data & Capture Tech

Check-in to CRM, one clean flow

01
Check-in

iPad registration and profile capture

02
Demo

iPad-driven experience with CRM logging

03
Purchase

Transaction via Veer.com integration

04
Lead Handoff

Opt-in, CRM creation, pipeline handoff

Platform options — Limelight, eshots, or Jotform — detailed in the appendix. Live visualization pending Veer / Orizon data access.

Reporting Cadence

Every touchpoint feeds back

Weekly

KPI dashboard, conversion readout, staffing and capacity check

Monthly

Full performance recap, trend analysis, optimization recommendations

End of Run

Comprehensive closeout report with insights for future activations

Budget Proposal

Investment and scenarios

$650K

Recommended investment

Covers location, design/build/fabrication, staffing, operations, gifting, security, permits, teardown, and contingency.

Minimum Viable

$500K
Full experience we’ve shown, end to end
Technology selected to fit this budget
Concierge staffing across the run
Gifting, PR, and core programming

Scale

Bedrock scope

Recommended

$650K
The exact technology platform we want to use
Expanded fabrication and venue
Full concierge and management
Gifting, PR, VIP programming, with contingency

Scale

Tech +++ · Venue +++ · Fab ++
Mgmt + · Agency +

Expanded Vision

$800K
Premium venue, longer run
Maximum technology integration
Expanded concierge staffing
More events, PR, and programming

Scale

Tech +++++ · Venue +++++ · Concierge +++
Mgmt ++ · Agency ++

Risks and Assumptions

What we're watching

Product: App and demo on track for the October launch
Venue: Finalizing cost, lease terms, and permitting timeline
Visualization: Coordinating Orizon data access for the live demo
Staffing: Confirming staffing model and headcount

Project Timeline

From kickoff to launch and beyond

July

Award + SOW

Jul – Aug

Venue scouting + design development

Aug – Sep

Fabrication + procurement

October

Install, training, launch

Oct – Feb/Apr

Live operations

End of Run

Deinstall + venue restoration

Critical Path

Dependencies that drive the schedule

Product: App and demo finalized before install
Venue: Lease and permits confirmed by August
Data: Orizon handoff required for live visualization
Staffing: Hiring and training complete before October

Agency · Produce

Creative ambition, met by operational accountability

We produce life experiences. Produce specializes in ambitious, hard-to-execute experiential ideas, with the confidence to manage venue, build, staffing, vendor, and live operations end to end.

Demo-led retail pop-ups for premium brands
Complex fabrication in high-design environments
Staffed live experiences that convert

Capabilities

Big or small, end to end

01
Strategy

Brief interpretation, audience framing, experience design

02
Creative

Concept, spatial design, brand expression

03
Production

Fabrication, AV, technology integration

04
Operations

Venue, permitting, logistics, vendor management

The Code of a Producer

Five pillars, three decades deep

01

Extreme ownership

Take ownership to solve issues.

02

Solution mandated

Communicate solutions, not problems.

03

Financial acumen

Manage budgets as a team.

04

Practice equanimity

Keep calm; confront conflict stoically.

05

Lead by example

Always have your team’s back.

Team + Ways of Working

One accountable team

Strategy Creative Production Logistics + Ops Staffing Budget + Legal Client Lead

Clear decision cadence, approvals, partner handoffs, communication, and escalation, backed by SF / Bay Area delivery presence.

Locomotive

Brand and design

Radiate PR

Press and communications

Orizon

Product data and app

Media Partners

Paid media and CRM

Case Studies

Proof we’ve done this

01
Retail pop-up

Demo-led · premium consumer.

Metric · TBD

02
Complex fabrication

High-design environment.

Result · TBD

03
Staffed live experience

PR moment · conversion.

Result · TBD

Appendix

The full data, on request

Detailed backup for every section — the numbers, shortlists, and source documents behind the recommendation. Available to download.

A

Budget backup & assumptions

Full line-item budget across all three scenarios, with inclusions and assumptions.

Coming soon

B

Venue longlist & sourcing reference

All sixteen candidate venues scored, with addresses, permitting, costs, and broker contacts.

Download

C

Staffing & pay-grade model

Expanded roles, headcount, coverage, and pay-grade assumptions.

Coming soon

D

Tech / data diagram & device list

Check-in to CRM data flow, platform options, and the full device list.

Coming soon

E

Risk register & mitigation

Every named assumption and risk, paired with a mitigation or decision needed.

Coming soon

F

Detailed workback schedule

Award-to-launch critical path, broken to the task level by phase.

Coming soon

G

Case studies & references

Full relevant case studies with results, plus references on request.

Coming soon

H

Gift concepts & vendors

Alternative take-home concepts with vendor options and costs.

Coming soon

The Close

Invisible technology. Undeniable proof

A demo-led showroom that turns Veer’s technology into felt proof — and a conversion engine for the launch.

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