Swedish furniture retailer Ikea has opened a pop-up ‘breakfast in bed’ cafe in the heart of Shoreditch, east London.

The latest marketing eye-opener comes from Ikea, which has opened the pop-up site on Leonard Street.

But it is a cafe with a difference: visitors are invited to enjoy a 45-minute snooze in an Ikea double bed while being offered items for free from the retailer’s food offer as part of the breakfast in bed theme.

Foodstuffs include Swedish waffles and Gravadlax with staff from Ikea’s bed department on hand to advise on the best way to enjoy a good night’s sleep.

The cafe will be open from 7am to 3pm until Wednesday May 20.

Ikea last month revealed that its full-year group profits fell 10.5% to £41.8m despite a 11.6% lift in sales.