Brand experience in bed

Royal Auping is the largest independent bed manufacturer in the Netherlands. It began 125 years ago in the forge of Johannes Auping in Deventer with the development of the famous mesh base. Mattresses and box springs, followed by bedding, cabinets and accessories were developed later.



A well rested day starts with a good night’s sleep. Sleeping is a serious business, but a bed is more than more than a necessary piece of furniture in the house. For Auping SILO developed proposals to make the world around sleeping more tangible, with the aim of creating a nice balance between comfort, emotion, history and technical product features and benefits.


The world of Auping has been visualised in various brand images, and worked for a number of key touch points of the brand in Europe such as the Auping dealer shops, exhibition applications, ads, product brochures for bed models, bedding and mattresses.


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