Dreaming in yellow: How Auping celebrates 10 years of Essential with a pop-up

To mark its 10th anniversary, Auping launches a limited edition of its iconic ‘Essential’ bed in sunny yellow – available in German stores for three months. The aim: to increase brand awareness, highlight design standards and create proximity.

Our Approach

In addition to classic media relations with press releases, image material and designer quotes, we developed a one-week pop-up store in Berlin – a surreal dream world all about sleep. For the opening, we organised a panel discussion with designer Irmy Wilms, focusing on interior design, sustainability and colour. Invited guests included the press, creators and industry insiders. The limited edition is also launched with targeted influencer collaborations.

Outcome

• We achieved over 3 million reach (2.3 million PR, 700K influencer reach)
• €11,600 advertising equivalent value

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