In the city that never sleeps, sometimes it pays to get a little rest.

And sometimes people will even pay for some shut-eye: a new ‘nap store’ has opened in New York City, which charges $25 for 45 minutes of slumber.

It’s part sleep store and part marketing promotion by a New York-based mattress brand, which hopes to snag younger consumers who tend to spend less on goods and more on experiences than previous generations.

It’s not the only space in the city selling sleep – another charges between $15 and $50 for naps of varying lengths.

Video by Bowen Li and Anna Ryan.

To comment on this story or anything else you have seen on BBC Capital, please head over to our Facebook page or message us on Twitter.

If you liked this story, sign up for the weekly bbc.com features newsletter called "If You Only Read 6 Things This Week". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.