Independent bed retailer Dreamland Bedding Centre recently hosted a special community event, transforming its store into a cultural space.
The “Horizontal Concert”, developed in partnership with the Brierley Hill Cultural Consortium and funded through the West Midlands Combined Authority, sought to reimagine how local businesses can be integrated into the region’s cultural framework.
Guests were invited to recline and experience live music in an entirely new way, with the event demonstrating how collaboration between commerce and culture can deliver tangible social and economic value.
“At Dreamland, we have long believed that a successful business should be more than a place of transaction, it should be a meaningful part of the community it serves,” said Matthew Randle, General Manager at Dreamland Bedding Centre.
“This ethos guided our decision to host a “Horizontal Concert”. By turning a retail environment into a place of artistic expression and connection, the evening began with a recumbent yoga session, allowing attendees to unwind before being immersed in a live musical performance inspired by Brierley Hill’s industrial heritage and contemporary community projects.
“Mocktails and canapés were served during the party, creating an opportunity for guests to share their feedback and reflections. Every ticket for the event, offered free of charge, was claimed, and the store was at full capacity, filled with visitors who might not otherwise have engaged with the business.
“The project attracted extensive coverage from BBC Radio and local press, reinforcing its resonance beyond the event itself. It showcased the potential of independent retailers to act as cultural anchors within their towns, places where people not only shop, but connect, collaborate, and experience something memorable.”
The evening’s performance was led by Dan Whitehouse, a highly regarded singer-songwriter whose work is deeply rooted in the identity and history of the Black Country. A particular highlight of the evening was the inclusion of his song “Dreamland”, which, sharing the name of its store, was a “perfect and natural fit” for the event.
For Dreamland, the “Horizontal Concert” was more than a one-off community initiative. Matthew explains: “It reflected a deliberate extension of our business model, one rooted in experiential retail, social engagement, and long-term sustainability. By positioning the store as a flexible space capable of hosting both commercial and cultural activity, we created a platform that aligns our brand with values of wellbeing, creativity, and inclusion.
“This integration of purpose and commerce forms a key part of our strategic direction. As consumer expectations evolve, retail success increasingly depends on authenticity, emotional connection, and local relevance. Events such as the Horizontal Concert embody this shift, moving beyond traditional marketing to create experiences that generate genuine value for customers, partners, and the wider community.”
The company’s partnership with Silentnight also played a crucial role in bringing the event to life. “Their generous support and shared commitment to social responsibility exemplify how collaboration between manufacturers and retailers can deliver impact well beyond the showroom,” Matthew continued. “We are particularly grateful to Paul Craddock and Stuart Law for their encouragement and involvement.
“Ultimately, the Horizontal Concert reinforced what we believe to be a sustainable model for modern retail: one that combines commercial performance with cultural contribution, strengthens community ties, and leaves a lasting positive impression, not only on customers, but on the town itself.”
