FREITAG: Out of the Bag

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Renate Menzi

Museum of Design Zürich

Lars Müller Publishers, Zurich, Switzerland, 2012, English

Design, General

4.25 x 7 inches, paperback, 280 pages, 310 illustrations

ISBN: 9783037782781

Suggested Retail Price: $35.00

From the Publisher. 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.

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