Onlookers were perplexed in Santa Cruz de Tenerife as they strolled along El Pilar street, pondering the events unfolding at the entrance of a new establishment. The cause for excitement was the arrival of Barbara Rey, the actress, vedette, media figure, and television presenter, who had just made her entrance amidst a considerable flurry, contributing to the inauguration of the new Tenerife Dormitorum store, dedicated to the sleeping industry.
Barbara Rey arrived in a red van at 5:00 p.m., accompanied by Alexis Amaya, the CEO and Founder of Bedroom; and the canary Juan Espino ‘El Guapo’, renowned as the best Hispanic fighter in the realm of mixed martial arts (Ultimate Fighting Championship, UFC) and the face of a previous campaign for the brand which specialises in mattresses, pillows, and other sleep-related products.
Over fifty individuals eagerly awaited her arrival, along with the pillows gifted by Dedoram and Colossus Sport mattresses. Before the inauguration commenced, Amaya addressed the attendees: “It is a point of pride to see so many here, although I understand it is for Barbara.” Following this, the blue ribbon was cut, marking the official opening of the new bedroom store. Yet, all eyes remained on the “queen of rest.”
Barbara Rey expressed her joy at being in Tenerife and receiving such a warm welcome from the crowd, who demonstrated their affection. She also expressed gratitude to the company Bedroom for including her in this wonderful campaign. “Since I began sleeping on this mattress, my skin has improved and I’ve stopped taking vitamins,” she remarked. The audience applauded and showered her with compliments like “beautiful” and “queen.”
Snapshot from the inauguration of the Dormitorum store on El Pilar Street featuring José Manuel Bermúdez, Juan Espino, and Barbara Rey. / Andrés Gutiérrez
The campaign,devised by the Dormitorum Marketing Team, was launched on February 20 with a massive advertising banner in central Madrid at Plaza de Chueca, showcasing Barbara Rey seated on a throne, exuding elegance beside one of the bedroom mattresses. The banner bore the message “Sleep like a queen”, intended to highlight the comfort and luxury the brand aims to convey.
There were subtle references to the romantic involvement of Barbara Rey with the former king Juan Carlos I, which captured attention unexpectedly;
Accompanying the campaign were advertisements that echoed this theme. One of the ads playfully incorporated one of the most recognised phrases from the former King: “It fills us with pride and satisfaction … to present this mattress.” Subsequently, Barbara Rey appears confidently on camera, reclining on one of the brand’s premier mattresses, Colossus, proclaiming: “Colossus, to sleep like a queen. Only at Dormitorum, specialists in true rest.”
Concerning the withdrawal of the advertisements from Telemadrid, Barbara Rey deemed it “ridiculous,” noting that this decision demonstrated censorship within certain television networks. She emphasised that if compelled to summarise the incident in one word, “shameful” would be her choice.
A fan from Tenerife presented Barbara Rey with a crown, and together, the actress, once married to lion tamer Angel Christ, proceeded to cut the blue ribbon at the store to formally inaugurate it in central Santa Cruz.
The Mayor of Tenerife’s capital, José Manuel Bermúdez, also attended the opening of the new Dormitorum store. “It is a source of pride that this company is expanding into the mainland,” he remarked.
Customers waited in line to collect their complimentary pillow and enter the establishment, where catering and music from a DJ enhanced the atmosphere. Meanwhile, Barbara Rey engaged with fans, taking photographs and listening to their kind words. “My name is Barbara Rey, and I sleep like a queen. I used to before, but now I do even more because the mattresses are fantastic,” she quipped, alluding to her romantic history with the former King.
Bedroom, a respected Tenerife company specialising in high-quality furniture (mattresses, bases, armchairs, pillows, etc.), boasts over 40 locations, including in Madrid, Gran Canaria, Lanzarote, and Fuerteventura.
