Royal Auping

Captivating stories

Auping has a colourful company history (est. 1887!) and recently developed an innovative production process with many intelligent solutions. Fascinating stories that deserve their own stage. Because, as Auping CEO Aart Roos says, ‘Storytelling creates an emotional connection with your brand’. Such stories are best told at the location where they happen daily: at the company headquarters.

Auping has fundamentally renewed its production process. Key words: sustainability and LEAN.

Heritage room

DST brought those stories to life in the new Auping headquarters and in their factory across the road. At the office we developed a heritage room, where visitors can learn about Auping’s colourful past in an interactive and accessible manner. With historical furniture, advertising, old photographs, stories about the advent of design and sustainability. Visitors will discover the roots of Auping and how the business has developed into the high-tech company it is today.

Visualising innovation

For visitors, this must be made visible, tangible and understandable in the production hall. Aart Roos: ‘Here you will really feel the connection with the changes we have gone through as a company’. In the production hall, DST developed a new reception area for guided tours, where visitors learn about the way Auping set up and innovated its production process. Using video clips, tangible materials, cross-sections and thematic exhibits, visitors are prepared for a tour of the production hall. For those tours, DST also developed a series of interactive panels for a better understanding of the process. Guided tours at Auping are currently only available for groups and by prior arrangement.


De Zaanse Schans cheese farm

De Zaanse Schans is a must-see for its two million plus national and international visitors. This is where visitors discover what makes the Netherlands so quintessentially Dutch. Cheese plays a prominent role in these stories. For Henri Willig’s cheese farm De Catharinahoeve DST concepted, designed and realised a high-capacity permanent exhibition on cheesemaking. A high-volume visitor flow and multi-linguistic approach were vital to this project.

To help visitors understand what cheese actually is, and how it’s made, we converted the monumental barn De Haal to a pre-visit experience. This is where visitors discover all about cheese in their own time, using film, imagery, text and exhibitry. Afterwards visitors enter a tasting room where they sample the taste of cheese, guided by cheese connoisseurs.

De Fietser

Experience cycling

Bicycle manufacturer Accell Nederland saw their online bike sales rise sharply in recent years. But you cannot test-ride a bicycle online. Also in terms of service and warranty, the company saw some opportunities the Internet is unable to provide. All the more reason to think about a live cycling experience.

De Fietser is fun for the whole family

Largest in Western Europe

Commissioned by Accell Nederland, DST developed and realised De Fietser. An experience centre where clients experience, do, try and learn everything about cycling. Location: the beautifully restored former ENKA factory in Ede. Stretching out over 8,500 square metres, De Fietser is Western Europe’s largest cycling experience.

Day out

De Fietser has brand pavilions of Batavus, Koga, Sparta, Van Nicholas, Loekie, Ghost, and many other brands, presented in the style that suits their own brand and clients. In addition, they have a 554 meter indoor test track where you can comfortably try out any bike, even when it is raining or a gale is blowing outside. A private compact museum is also available, where you discover why the Netherlands is such a special bicycle country, and why the Dutch themselves think that cycling is the most natural thing in the world. De Fietser also hosts a huge selection of bicycles at very competitive prices, delivered through a dealer in your area, of course. In short: a fun day out for the whole family.