Mumbai: Wooden Street has announced the launch of its new in-house vertical — Penguin Sleep. With this move, the brand expands beyond furniture into the rapidly growing sleep solutions category, offering a premium range of mattresses that combine cutting-edge innovation with emotional storytelling.
The launch is being spotlighted through a visually immersive AI-powered campaign that positions Penguin Sleep as more than just a mattress brand — it’s a lifestyle upgrade. The campaign is driven by the tagline, “Sleep Smart, Live Better,” and showcases the brand’s intent to reimagine the way consumers perceive and experience sleep.
In a creative twist, the AI-led narrative begins in the icy expanse of Antarctica, where a group of penguins embarks on an imaginative journey across the seas on a Wooden Street plank. Their destination: India. Their mission: to create something extraordinary. Inside a Wooden Street warehouse, the penguins craft a mattress that delivers warmth, comfort, and joy — metaphorically described as a cozy hug. As the campaign highlights, “Have you ever hugged a penguin? Now you can — because we made one for you to cuddle on.”
Speaking on the launch, the brand emphasized that Penguin Sleep is engineered using advanced materials and ergonomic designs, combining function and emotion to deliver a deeply personal and restful sleep experience. It aims to become a symbol of holistic, conscious living — offering not just rest, but rejuvenation.
Penguin Sleep mattresses will be available at all 100+ Wooden Street experience stores across India, as well as through leading online marketplaces. The in-store availability ensures a tactile, hands-on exploration of the product for customers looking to make an informed choice.
With this strategic expansion, Wooden Street marks a significant step in its journey from stylish furniture provider to a full-spectrum home solutions brand. Penguin Sleep symbolizes the dawn of a new era — where design meets dreams and comfort takes its most playful form yet.
