Tired? Recharge at Coway MY's rest pods in the middle of the city

Coway Malaysia is thinking out of the box by creating a box in the middle of the city which encourages Malaysians to rest.

Its latest activation titled "Pause the City" is located at Lot 10, Bukit Bintang, the activation puts the hustle and bustle of the city to the backseat and provided rest pods featuring Coway BEREX massage chairs lined up for passersby to escape the daily grind and recharge on the spot.  The activation commenced with an unexpected flash mob performance which saw the dancers pausing in their movements for a minute, accompanied with soothing music. The flashmob aimed to remind Malaysians to take a moment to pause and rest. 

Don't miss: TGV and Coway introduce beds in cinema for optimal pleasure 

The flashmob is reminiscent of the brand's latest film titled "Pause the world", which was released in September 2024. Shot at one of the busiest spots in the heart of Kuala Lumpur, the film brought the hustle and bustle to a near standstill, turning the stressful into the sublime through the beauty of super-slow-motion shots. When chaos ensues, the main character in the film is brought into an alternate dimension which is far more relaxing. She later comes across products that are part of the BEREX collection 

Aside from the resting pods and flashmob, the activation also saw HITZ FM announcers leading interactive games with visitors who stood a chance to win exciting prizes. 

“We wanted to create an experience that blends relaxation with excitement, giving people a chance to step away from their busy lives and discover how Coway BEREX can transform the way they rest,” said Ryan Jung, head of marketing and product division of Coway Malaysia.

“With Coway BEREX, we’re not just offering products—we’re offering moments of true relaxation, helping people pause, recharge, and be better," added Jung. 

This activation comes after the brand announced a partnership with TGV Cinemas in November last year where they introduced the "bed cinema", equipped with smart mattresses. 

The newly launched bed cinema combines luxury, comfort, and cutting-edge technology to deliver a totally different cinema experience. This innovation is the first for TGV, bringing smart mattress technology into a cinematic setting. With a focus on guest comfort, the bed cinema—enhanced by an ATMOS sound system and laser projection— aims to deliver premium cinema experience.

The bed cinema allows guests to adjust settings for firmness and posture according to their personal comfort preferences.

Additionally, the mattresses provide muscle relief and stretching functions, adding a therapeutic dimension to the movie-watching experience.

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