'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
CREDITS
Client Auping
Production Kamil Hertwig
Hair & Make-up Nicole Gnauck c/o Ligawest
Set Design Catrin Hansmerten c/o Ligawest
Photographer Alex Mahfoudh
About LIGAWEST
Whether top-level projects, bread-and-butter jobs or innovative concepts – from budget planning and calculation to projecting detailed timings, elaborate research and digital castings, the HMS agency LIGAWEST has everyone's back. We communicate clearly and directly and put great emphasis on deadlines and budgets : "Our task and our goal: to create win-win situations and sustainable success for both artists and clients in every job and every project.
Home of talent, creativity and dedication. This is what we are for our artists, whom we would like to accompany as long as possible on our shared path. Needless to say, the ideas and visions have to be just as right as the chemistry. So we not only represent, but become comrades and accomplices who know how and where each artist can best contribute their skills. A close and trusting cooperation for their clients, for the best possible results and successful projects. For agencies, photographers and customers we are experienced and reliable partners for all enquiries regarding photo and film productions."
GoSee : ligawest.com
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