Photos courtesy of Saatva
Sleep just got a lot more luxe with the recent opening of Saatva’s first Minnesota storefront in Edina. Sitting at 3,389 square feet, the new viewing room boasts high-tech displays, interactive kiosks, and the brand’s full lineup of made-to-order mattresses—all designed to immerse guests in comfort from the moment they step inside.
The Edina location marks Saatva’s 25th store in the country. “As a digitally native brand, expanding our brick-and-mortar presence allows us to connect more deeply with the communities we serve,” says Ron Rudzin, CEO of Saatva, in a prepared statement. He also notes that Edina, long considered one of the Twin Cities’ most upscale shopping destinations, made for an ideal setting.
The storefront itself reflects that elevated environment. Designed by architecture firm Ware Malcomb in collaboration with Hines Collective, the space is meant to put visitors at ease while also exuding sophistication. One of its most striking features, according to Devin Hines of Hines Collective, is the coved ceiling, which naturally guides guests through the showroom.
Technology enhances the experience as well. A 6-by-10-foot digital display, courtesy of Samsung, lets visitors envision the mattresses in a variety of settings, while interactive technology at each display offers a relaxed, self-guided way to explore the brand’s offerings—from handcrafted furniture and bed frames to bedding, pillows, and more. “Samsung’s technology allows us to optimize and automate store campaigns and the product information based on real-time integrated data to deliver the content and information our customers care about most when shopping,” Rudzin explains.
Every detail beyond contributes to the spa-like ambience. Fragrance, lighting, colors, and textures were all carefully selected to promote relaxation, while a cluster of silvery trees at the center serves as a sculptural anchor.
Fittingly, the brand also recently announced its partnership with Minnesota native Jessie Diggins, an Olympic gold medalist and world champion cross-country skier. As Saatva’s first brand ambassador, Diggins shares the importance of sleep when it comes to health and wellness. “Sleep has always been one of the most important tools in my training and recovery,” she says. “I started sleeping nine hours a night when I turned pro, and it completely changed how I felt on and off the trail. Saatva’s focus on comfort, wellness, and sustainability reflects that belief.”
The new viewing room is now open in Edina: Monday through Saturday, 10 a.m. to 7 p.m., and Sunday, 11 a.m. to 6 p.m.
