Out of the Bag
It was back in 1993 that Daniel and Markus Freitag first sewed together bags made of used truck tarpaulins – initially just for themselves and their friends. But then Freitag bags became popular and today they are a prominent part of the urban street scene. In 2011 the company employs a staff of 130, processes around 400 metric tons of truck tarpaulins and sells 300 000 products worldwide in nine of its own stores, through 400 sales partners, and in the online shop. Freitag is regarded as a model of the Swiss creative industry. But how did the brothers achieve this? Using Freitag as a model the exhibition demonstrates that design doesn’t end with the product but that structures and processes also form part of the design concept. The show takes a look behind the scenes and spotlights the history, products, manufacture, organization, marketing and impact of this business. Material unearthed in the company archive, prototypes, observations in film, and a number of interviews are combined to provide a surprising presentation.
Freitag, Out of the Bag, Museum für Gestaltung Zürich (ed.), E, Lars Müller Publishers, will be published on 31.5.2012.
More information about the events in the exhibition.