„FREITAG – the designer bag with a conscience“ · Thoughts „We need a bag with which we can...
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Transcript of „FREITAG – the designer bag with a conscience“ · Thoughts „We need a bag with which we can...
„FREITAG – the designer bag with a conscience“
1 © 2010 Freitag lab. ag
“It’s made FREITAG” March 2011
Thoughts
„We need a bag with which we can ride the bicycle in any weather conditions and things stay dry.“
(Markus & Daniel Freitag, 1993)
3 © 2010 Freitag lab. ag
Question
„How about cutting up used truck tarpaulins and turn them into individual recycled messenger bags?“
(Markus & Daniel Freitag, 1993)
4 © 2010 Freitag lab. ag
Concept
5 © 2010 Freitag lab. ag
The FREITAG product F13 TOP CAT ARCHITYPE (1993)
6 © 2010 Freitag lab. ag
Recycled Individual Products (R.I.P)
7 © 2010 Freitag lab. ag
The story The brand
8 © 2010 Freitag lab. ag
From truck till bag 6 The individual recycled messenger bag
9 © 2010 Freitag lab. ag
From truck till bag 5 The used truck tarp sections, bicycles inner tubes, seat belts and labels are sewn together
10 © 2010 Freitag lab. ag
From truck till bag 4 Cutting is still done by hand using a sharp utility knife
11 © 2010 Freitag lab. ag
From truck till bag 3 The tarps are carefully cleaned in special washing machines
12 © 2010 Freitag lab. ag
From truck till bag 2 Flaws such as straps, eyes and damaged material are removed
13 © 2010 Freitag lab. ag
From truck till bag 1 Due to weathering, truck tarps have to be changed every 5 to 8 years
14 © 2010 Freitag lab. ag
Brand introduction
The FREITAG brand
15 © 2010 Freitag lab. ag
Brand initiative 1
Urban
16 © 2010 Freitag lab. ag
Brand initiative 2
Recontextualized
17 © 2010 Freitag lab. ag
Brand initiative 3
Funktional design
18 © 2010 Freitag lab. ag
Brand personality 1
Honest
19 © 2010 Freitag lab. ag
Brand personality 2
Slightly fucked up
20 © 2010 Freitag lab. ag
Brand personality 3
Intelligent
21 © 2010 Freitag lab. ag
Brand platform
22 © 2010 Freitag lab. ag
Brand experience
23 © 2010 Freitag lab. ag
FREITAG Shop Zurich, recontainerized
24 © 2010 Freitag lab. ag
FREITAG flagship shop, Zurich, since 2006
25 © 2010 Freitag lab. ag
Distinctions awarded
26 © 2010 Freitag lab. ag
1997 - Distinction, Design Preis Schweiz 1997 - 1993 prototype is accepted in the collection of the Zurich Museum of Design 1999 - Distinction awarded in the Trade Competition for Applied Arts, Switzerland 2003 - Top Cat model is accepted into the design collection of the Museum of Modern Art in New York (MoMA) 2003 - Gold for the F-CUT by the Art Directors Club Switzerland in the category of Electronic Publishing 2003 - Gold for the F-CUT by the Art Directors Club Europe in the category of New & Mixed Media / Interactive Media 2003 - Master of Swiss Web for the F-CUT as best Swiss Website 2005 - Dragnet was presented at the Who’s Next Fashion trade show in
Paris as one of the milestones of «urban fashion» 2006 - Bronze for the photo series «FREITAG
RENEGADE» by the Art Directors Club Switzerland in the category Photography / Illustration 2006 - Gold for the F-Shop Hamburg at the 7th architecture award contractworld. award 2006 2007 - D&AD Global Awards, Golden Pencil for
Environmental Design / Retail & Services
Distinctions awarded II
27 © 2010 Freitag lab. ag
2008 - Gold for the F-Shop in Zurich at the 8th International contractworld. award
- 1. Award for Marketing and Architecture for the F-Shop in Zurich - Best of Swiss Web: Gold seal in the Business Efficiency category, Silver seal In the Creation category, Bronze seal in the Technology Quality category
2009 - Design Prize of the Federal Republic of Germany: Gold for the F-Shop in Zurich in the Product Design category 2009 - Distinction, Design Preis Schweiz for the POS rack model «V30 FREITAG SKID»
publications 2001 - FREITAG book published by Lars Müller Verlag 2008 - FREITAG book Japan pubished by FREITAG JP 2010 - During the launch of their new FREITAG
REFERENCE the company issues a compilation of their experimental newspaper
«THE DAILY REFERENCE»
Thank you!
28 © 2010 Freitag lab. ag
FREITAG lab.ag Hardstrasse 219/L 8005 Zurich Switzerland P.: +41 (0) 43 210 33 33
Back up slides
29 © 2010 Freitag lab. ag
Facts and figures
30 © 2010 Freitag lab. ag
Headquarters: FREITAG lab. ag, Zurich Year founded: 1993 Proprietors: Markus and Daniel Freitag Number of staff: 108 Production: Over 255'000 products per year Number of shops: Five FREITAG Shops company-owned
in Zurich, Davos, Berlin, Hamburg, Cologne, over 350 retail partners worldwide and one online shop based in Zurich
Materials used: 300 tons used truck tarpaulins (per year) equivalent to a
95 km queue of HGVs 35'000 bicycle inner tubes 80'000 car seat belts
Products: Fundamentals: >40 models, Reference: >15 models