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PAST EVENT

"FREITAG -MORE THAN A BAG" Exhibit

■When: 2009.05.29 (Fri.) – 08.01 (Sat.) 10:00–20:30 (Closed Sundays & holidays)
■Where: the center for creative communications (CCC)
1F Exhibit Corner, 2F Gallery & 3F Exhibit Corner
■Organizer: the center for creative communications (CCC)
■Admission is free.

This exhibition features items, including products, graphic design materials, as well as video and art pieces, spanning the 15 year history of the Zurich, Switzerland based bag brand FREITAG which was established in 1993. While there have been various FREITAG exhibits and events throughout Japan, this is the first time for them to hold an exhibit here in the city of “mono-zukuri”, Shizuoka.

The popularity of the messenger bags which the Freitag brothers (Markus & Daniel Freitag) began making in 1993 gradually spread throughout the creative community and in 2003 MoMA accepted it as part of their design collection. Using old truck tarpaulins, used bicycle inner tubes, car seat belts and other materials past their prime use, they have created a niche with unique creative bags in which no two are alike. And in the process this niche has created a FREITAG phenomenon throughout the world going beyond generation, sex or national boundaries.

The carrying of a FREITAG bag also brings a social message. Innovative, fashionable, sustainable, functional, individual...their philosophy has not changed since they began 15 years ago. Presenting a consistent design approach to the public, people are saying that now the times have finally caught up with FREITAG. From the first bag made in their apartment the creative efforts of the young Freitag brothers has spread the FREITAG philosophy across the globe. And in that is the rationality of Swiss design conviction, a meticulously thought out efficient business model, and a history of design that goes beyond generations.

Considering Zurich is the birthplace of the Dadaism art movement after World War Ⅰ it just may be that the brothers are carrying on with that way of thinking. Bringing in new materials, continuing the challenge to produce long-life products through revolutions in design and material – that is today’s Swiss Design and it is FREITAG. It is from there that one can find the true meaning of mono-zukuri (manufacturing / industry). “FREITAG - MORE THAN A BAG” is an exhibition for anyone involved in mono-zukuri. Not just the design facet, this exhibition emphasizes the FREITAG philosophy and reexamines FREITAG with its global fan-base and influence on many creatives, as well as it’s principles.　

Today there is great focus on eco-design and many green products are now produced all over the world. Understanding more about FREITAG will give us a valuable chance to take a step further from this eco “boom” and think more deeply about the eco-products and design products that surround us. Your encounter with another facet of FREITAG now begins.

Exhibit－related Event: Creative Seminar
“Secrets of FREITAG’s Breakthrough – Design × Industry”

■When: May 29 (Fri.) 18:00–19:30
■Where: the center for creative communications (CCC) 3F Presentation Room
■Limited to the first 80 people to register.
■Admission: 1000 yen
■Register by sending your name, work/school affiliation, telephone, E-mail address to CCC.
■Cooperation: FREITAG Japan Distributor, JykK Japan Inc.
■Moderator: Hisami Omori (CCC Curator)
■Presenters: Daniel Freitag (Video-feed from Switzerland)

For this CCC creative seminar a live interview was conducted with the global FREITAG brothers from the site of Swiss design. From discussions on FREITAG-style of design management & brand management to Swiss work environment and management style, we looked into the possibilities and ways for design and industry to work together based on the idea of long-life product-making. (Language: German with Japanese interpreter)

Exhibit－related Event: Opening Reception
FREITAG-MORE THAN A PARTY

■When: May 29 (Fri.) 19:30–21:00
■Where: CCC 3F
■Admission: 1000 yen for food/drink. (separate from seminar)

Exhibit－related Event: Creative Workshop
「F-CUT LIVE! AT CCC」

■When: May 30 (Sat.) 10:00 – 20:00 (individual times determined at registration)　
■Where: the center for creative communications (CCC)
■Limited to the first 20 people who register.
■Fee: 32,000 Yen (includes materials & shipping)
■Cooperation: FREITAG Japan Distributor, JykK Japan Inc.
■Registration can only be made in person at CCC, beginning on May 1 (Fri.).
Registration Times: Monday–Saturday, 10:00 – 20:30 (Starting May 1st)

Create your very own FREITAG F12 DRAGNET bag in this workshop where you will select and cut the material for a bag like no other. From the FREITAG mindset to “create yourself!” and using your own sense and taste you will not only design your bag, but quite possibly yourself! (Main Language: Japanese)

Exhibit－related Event
「FREITAG BOOK」

Will be on sale at CCC (1F) for the price of 1890 yen.

Profiles

Markus & Daniel Freitag (designers)
Markus (born 1970) was trained in visual communications as a part of exhibition design and had worked in commercial display. His brother Daniel (born 1971) was trained as a graphic designer. Using old truck tarpaulins, used car seat belts and bicycle inner tubes in creating their bags they established FREITAG in 1993 in Zurich, Switzerland. They created products which are each unique and totally new in design, and it all began with finding aged material which possessed flavor and some quirky cutting. In 1993 the prototype of their first model F13 was accepted in the collection of the museum of design zurich and in 2003 the same model was accepted into New York’s MoMA design collection. They again drew attention in 2006 when they used old cargo containers to build their 26m tall flagship store in Zurich. The brothers, who love to surprise people and make them happy, amazingly get along well with each other and their various projects which they work on together are getting lots of attention.

FREITAG
FREITAG is a bag brand out of Zurich, Switzerland. Using old truck tarpaulins and other recycled material they create handmade bags that are unique and unlike any other. Currently they produce over 40 products including bags, wallets and soccer balls. They have 5 directly-run flagship shops (Berlin opens in May 2009) and their products are sold in 350 retail partners worldwide. FREITAG was established in 1993 by the brothers Markus & Daniel Freitag. Today there are about 75 employees plus a large-scale warehouse & factory and offices in Zurich’s industrial zone. FREITAG was introduced to Japan in 1996. From the beginning to today, FREITAG does not use advertising, even in Switzerland or Japan, but uses the product itself and the people who use them to get their concept across.

http://www.freitag.ch/

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