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06.02.2024  •  Advertising NEWS

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'With a Love of Creativity' – Alex Mahfoudh photographs for AUPING with set styling & props by Catrin HANSMERTEN and hair & makeup by Nicole GNAUCK, both artists c/o LIGAWEST

It was back in 1888 when Johannes Auping, a blacksmith in the Dutch town of Deventer, received an order from the Director of the hospital Sint Geertruiden to develop a bed which was more hygienic than conventional beds of the time.

His innovative idea consisted of twisted and interwoven steel wires clamped between an iron frame. Two years later, the civic hospital of Amsterdam placed the first large order and wanted 40 of the ‘steel health mattresses’. This specialization in creating spring bases for beds was later followed by mattresses and box spring beds.

“Everything we do at Auping is aimed at bringing rest. Because if you don’t sleep well, you are not the best version of yourself. Everybody knows that. And yet, most people pay little attention to getting enough rest.” Auping.

Soon, Auping grew to become market leader in the Netherlands. To mark the 100th anniversary, Auping was dubbed royal and the title was added to the company name – which would henceforth be referred to as Royal Auping.

The photos for AUPING presented here were shot by Alex Mahfoudh. At his side for set styling & props was Catrin Hansmerten, as well as Nicole Gnauck for hair & makeup, both artists c/o LIGAWEST.

What began at the end of the 19th century with the development of a hospital bed has evolved into a leading company for beds, mattresses and bedroom accessories. Today, Auping has a global network of subsidiaries, specialized retailers and showrooms. In Germany, Auping sells its products through more than 40 specialized retailers as well as in its own Auping stores.

GoSee : auping.com
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CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
CATRIN HANSMERTEN & NICOLE GNAUCK    LIGAWEST

CATRIN HANSMERTEN & NICOLE GNAUCK \ LIGAWEST

 
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