Edmonton knows a thing or two about Wayne Gretzky. So when Hästens, the Swedish bedmaker that has been handcrafting beds since 1852, chose Wayne and Janet Gretzky to star in its newest campaign, we took it a little personally.
The campaign introduces the newly refined Grand Vividus and the drēmər collection, which Hästens calls "sleep instruments." Its message is one Gretzky has lived his whole career: performance starts with recovery, and recovery starts with sleep.
A bed that restores you
Hästens has spent 170 years arguing that a bed is a tool for recovery, not just furniture. The new campaign sums it up in one line from fifth-generation CEO Jan Ryde: "A bed holds you, but a sleep instrument restores you."
The centrepiece is the Grand Vividus, Hästens' highest expression of that idea. It is handmade in Sweden from natural horsehair, wool, cotton and flax, with up to 600 hours of craftsmanship in every bed. First introduced in 2020, it has been refined through 2024 and 2025 alongside the new drēmər collection, which focuses on support, sleep climate, quietness and recovery.
Designed with Ferris Rafauli
Both beds were developed with Canadian designer and architect Ferris Rafauli, whose clients include the Gretzkys themselves. Rafauli's view of the bedroom is simple: "The bed is not just another element in the room. It's the reason the room exists."
He also rejects "luxury" as a sales word. In his words, "luxury begins with health." That is the same belief behind every bed in our showroom.
Why Gretzky, and why it matters here
Wayne and Janet Gretzky front the campaign because their lives are built on preparation. Gretzky puts it plainly: "Not preparing is preparing to fail." For an athlete, the most important preparation happens overnight.
Rafauli says Hästens fits people who live by performance and recovery: "If you sleep well, typically you think more clearly, you perform better."
For Edmontonians, the connection runs deeper. Gretzky spent nine seasons with the Oilers and won four Stanley Cups here. The city watched him become the best to ever play the game. Now the bed he champions is a short drive away, in our west Edmonton showroom.
What the press is saying
The campaign has been covered by some of the world's leading design and luxury titles. Worth a read:
- Robb Report: Wayne Gretzky stars in a new campaign for Hästens, on how the Grand Vividus was refined and why the Gretzkys signed on.
- Wallpaper*: Hästens and Ferris Rafauli want to change the way you sleep, on the idea of the "sleep instrument."
- Homes & Gardens: Ferris Rafauli on performance and understated glamour in the bedroom, an interview with the designer behind the beds.
- Luxury London: Making his bed: Ferris Rafauli on his latest Hästens launch, on what it takes to design a bed that lasts generations.
Experience Hästens in Edmonton
You can't judge a Hästens bed from a photo. The hand-layered horsehair, the pocket springs and the way it moves with you only make sense when you lie on one.
Healthy Bedroom has been Edmonton's home for natural and luxury beds since 2001. Our showroom carries the Hästens range, from the 2000T and Herlewing to the Eala and Maranga. The Grand Vividus, drēmər and every other Hästens bed can be ordered through a consultation or a showroom visit.
The Sleep Spa
Testing a Hästens bed on a busy showroom floor misses the point. That's why we built the Sleep Spa: a separate, private room set aside for Hästens, with dark, soft lighting and nothing to do but relax.
Take your time, lie down the way you sleep at home, and let the bed do its work. It's the closest you can get to a night on a Hästens without taking one home, and the best way to feel what Gretzky means by recovery.
Visit us: 11620 178 St NW, Edmonton. Tuesday to Saturday, 10 AM to 6 PM.
Book a Sleep Spa visit · Shop Hästens · Find your perfect bed
