Dina Souto Rosa’s Vision in The Sleep In Concept

In this interview, we had the opportunity to speak with Dina Souto Rosa to learn more about the innovative Sleep In concept. During the conversation, we explored the ideas behind this project, the creative decisions involved, and the vision that gave rise to this unique space.
Dina Souto Rosa shared with us the challenges faced during the creative process, as well as the goals she aims to achieve with this event.
Throughout the interview, we not only uncovered the details of Sleep In but also the opportunities this concept brings to the interior design world, encouraging a new way of thinking and experiencing spaces.

How did the idea of Sleep In come about and what was the main motivation for creating this event?

The idea of Sleep In arose in 2016 in the face of the disappearance of similar events that existed until a few years earlier and it became imperative that there was again an exhibition where professionals could be visible to the public in an improved format (in my view). Having had the opportunity to visit previous events and as a journalist in the area, I was aware of what satisfied and what was expected and to what extent the results of each one were matched.
However, I did not want Sleep In to arise only to fill the void left by previous events. The idea was to make a different product, and reposition it based on the country’s economic, real estate and tourism development. One of the new realities is that the hotel sector was growing, as was foreign investment in real estate. From here, I realized a new phase in the daily lives of interior designers and architects. The new clients, and the most desirable, were foreigners who bought houses and resorted to decorators for integral projects. They were and are the majority. Fortunately, Portugal is well prepared to offer all solutions, both in materials and services. Thus, the idea of sleep arises.

What is the central vision of Sleep In and how is it reflected in the way the event is organized each edition?

The central vision of Sleep In aims to reflect above all the diversity and quality of the sector, becoming a dynamic showcase at each edition, through qualified and recognized professionals. On the other hand, it leverages domestic or foreign brands to penetrate the market through those who prescribe them.

Each issue of Sleep In has a different theme. How are these themes chosen and what stories or concepts are they based on?

From the 3rd edition, which was held at Escola 85, in Passeio Alegre, given the typology of the building, I chose to name it Hotel Edition, allowing the building to be approached as a boutique hotel and thus the spaces were distinct from the usual functions that necessarily referred to overnight stays. Here there was a shop, a spa, a lobby, a reception, a breakfast room, a bar and library, a kitchen serving a resident guest, and 5 bedrooms. From here onwards, Love Edition followed at the Serra do Pilar Monastery, where all the characters’ stories were based on the various forms of love (from self-love, to stray love, through the love of fame, or perdition), the Corruption Edition at the Colégio Militar in Lisbon, stories of corruption plausible in all areas, although invented and finally the Royal Edition at Palácio Silva Monteiro in Porto, where the characters referred to the nobility in a perspective closer to the common or in other cases more extravagant.
The creation of characters, in all Sleep In, derives above all from the need to embrace globalization, mobility, increasingly accentuated cultural exchange, and what comes from that. On the other hand, if it is possible to customize to each customer, we will have an added value in whatever we have to offer you. And that, deep down, is what Sleep In wants to convey. Adaptation, versatility and simultaneously exclusivity. All the same, but all different.
The creation of the characters, are inputs that I receive by observation of society. I confess that I have a lot of fun writing them, but they are a lot of work because it has a research base, even if you don’t realize it.

What balance do you make of the last edition of Sleep In?

Sleep in Royal Edition, the last edition, marks the return of the event after 3 years of interregnum. In 2020 there was expected to be an edition in Lisbon and another in Porto. We would inaugurate the Corruption Edition on March 20 and went into lockdown on March 11. The event took place in May 2021…. but still with very tight standards. Thus, this last edition, which went very well and surprised visitors, presenting itself in a very beautiful place, has an added importance and undoubtedly a very positive balance.

What can we expect from the 2025 edition? Are there dates and location already? Are there any news or surprises planned for visitors?

In 2025, Sleep In Instagram Edition will take place at the same street number as Restauração but in another space and will take place from May 15 to 25. There are already confirmed names such as Rui Maciel, Ana Paiva, Fabbian Pellegrinet, Paula Franzini, Sete Chaves (Patrícia Nascimento da Fonseca and Maria Joao Carneiro), Geotoni (António Aroso and Geovani Prado), Dama de Paus (Sónia Vieira de Carvalho) and others that I await confirmation.
However, it is possible that this year the number of participants will increase given the requests received and under analysis.
This time, the characters will not be invented. They are real and are being meticulously chosen taking into account the profiles and particularities that they present in order to guarantee, on the part of professionals, approaches to different spaces.
The presentation and launch of the Sleep In coffee table book is planned, which will bring together all editions of the show and will undoubtedly be a reference.

What are the main objectives for the 2025 edition in terms of visitors, partnerships or experiences?

According to the theme, the idea of 2025 will be to have a very Instagrammable edition, leading visitors to make use of the environments and partners to enjoy this dynamic. In addition, this year Sleep In would like to include some debates/colloquiums on unavoidable topics in the development of the sector.