With lucid dreaming package, Kimpton Fitzroy takes hotel guests on a subconscious journey

Lucid dreams have captured the imagination for eons, from Aristotle to a 536K-member subreddit. Kimpton Fitzroy London is latching on to that public fascination with their Room To Dream experience. In collaboration with lucid dream expert Charlie Morley and AI artist Sam Potter, the hotel's new package provides tools and guidance to help guests achieve a state of awareness while they're dreaming.

The offering includes a dream journal, pillow mist, herbal tincture and a VR headset loaded with Potter's immersive imagery. It smooths the way for travelers to access their subconscious — or at least give it their best shot. If customers share a page from their journal, they'll be gifted a personalized digital artwork by Potter, visualizing a lucid or regular dream they experienced during their stay. Room to Dream is a GBP 50 add-on to Kimpton Fitzroy London's regular room rates.