Why We're Excited to Welcome Auping as a Slow Up Partner

Some partnerships feel obvious from the very first conversation.

We're incredibly grateful to welcome Auping as a partner of Slow Up for Humanity. As a company dedicated to better sleep, rest and wellbeing, they immediately understood the spirit behind the campaign: in a world that constantly asks us to do more, consume more and move faster, sometimes the most meaningful thing we can do is slow down.

Auping has been a certified B Corp since 2020 and is widely recognised for its commitment to sustainability and circular innovation. The company developed the world's first fully circular mattress, the Auping Evolve, as part of its ambition to eliminate waste and help build a more sustainable future.

Their support goes far beyond words.

Auping generously provided the beds used in our campaign photography, helping bring the visual identity of Slow Up to life. Even more excitingly, the Auping flagship store in Antwerp will become one of the locations participating in Slow Up.

The team immediately embraced the idea of turning a bed showroom into a one-night hotel room. With around sixteen beds available, the store offers a unique setting for a contemporary bed-in. There are even plans to transform the shop window itself into part of the experience, with a playful nod to the legendary Bed-In for Peace staged by John Lennon and Yoko Ono in 1969.

The symbolism feels fitting. A bed is one of the few places where productivity pauses, where recovery begins, and where we reconnect with ourselves. By opening their doors to Slow Up, Auping is helping turn that private symbol into a public invitation.

More information about the Bed-In at the Auping Antwerp flagship store will be announced soon.

For now, we're simply grateful to have found a partner that understands that rest is not a luxury, but a foundation for a healthier society and a healthier planet.

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