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With its unique bags made of used materials, the Freitag company of Zürich is now an established commercial success, selling 300,000 of its design products around the world every year. How can a bag achieve that kind of cult status? How did a small, creative start-up become a large brand with a strong identity? Freitag - Out of the Bag investigates this story. Extensively illustrated interviews with the brothers Daniel and Markus Freitag and their coworkers and collaborators in the fields of product design, manufacturing, distributing, and marketing offer a look behind the scenes at the company, which manages as a brand to embody - through often humorous and ironic communications strategies - the paradox of an individualistic mass product.
About the author
Renate Menzi ist Kuratorin der Designsammlung des Museum für Gestaltung Zürich und Assistentin am Lehrstuhl für bildnerisches Gestalten an der ETH Zürich. Sie lehrt, publiziert und forscht im Bereich Design und ist seit 2009 Mitglied der Designkommission des Bundesamts für Kultur.
Summary
With its unique bags made of used materials, the Freitag company of Zürich is now an established commercial success, selling 300,000 of its design products around the world every year. How can a bag achieve that kind of cult status? How did a small, creative start-up become a large brand with a strong identity? Freitag – Out of the Bag investigates this story. Extensively illustrated interviews with the brothers Daniel and Markus Freitag and their coworkers and collaborators in the fields of product design, manufacturing, distributing, and marketing offer a look behind the scenes at the company, which manages as a brand to embody — through often humorous and ironic communications strategies — the paradox of an individualistic mass product.
