A Life Unhurried: Savoir’s New Campaign with The Royal Ballet

We spend a third of our lives in bed. It’s where we awake each morning and wind down every night. It’s where we relax, dream, reflect and spend time with our loved ones. Whether it’s a quiet reading time or Sunday mornings with the kids, how we spend our downtime is entirely individual, yet equally special. Our bed is our very own little piece of sanctuary, away from the stresses of the modern world. If we get it right, a bed will last for many years to come. But more than that, it also has the power to transform how we sleep and impact our well-being. 

Meet the Couple

This autumn, Savoir has launched a new advertising campaign called ‘A Life Unhurried’, celebrating the simple pleasure of being in bed. 

The couple selected for the new campaign are world-class ballet dancers from The Royal Ballet in London. Principal dancer, Steven McRae and soloist, Elizabeth Harrod are a real couple with successful careers and a young family. They value their sleep and downtime, which often doesn’t come until the end of a busy day. Shown in our heritage-inspired design, The Lenoir, the couple enjoys a playful rest wearing beautiful evening dress as if they’ve just come back from watching a ballet performance. 

A Life Unhurried: Savoir’s New Campaign

As professional dancers, the physical nature of what they do means well-being is a high priority. Sleep is an essential part of their mental and physical recovery. Its importance lies in its ability to improve performance during the day by assisting with memory consolidation and motor sequencing, which occurs during sleep. This is necessary for dancers when learning new choreography or technique. It also has a marked impact on physical well-being, enabling muscles to rest and repair. Dancers often have classes and rehearsals on back-to-back days. With dancers needing to be at their peak before a performance, ensuring that appropriate recovery – and most notably sleep – is imperative for success on stage. 

The couple were photographed in The Royal Suite at The Savoy Hotel in London. With Savoir’s heritage rooted in The Savoy and the couple enjoying their honeymoon at this iconic location, it was a natural choice. Savoir has once again returned to where it all began. The bed featured in the photograph is our Lenoir Design. Named after Richard D’Oyly Carte’s second wife, Helen Lenoir. D’Oyly Carte was the visionary behind the Savoy Hotel in 1889 and commissioned the first Savoir bed. 

Visit the House of Savoir to learn more about the impact of sleep on performance and other benefits of a good night’s rest.