Handbag brand Freitag has created a unique installation in its Amsterdam flagship to highlight its sustainability credentials.
The brand’s first product 25 years ago was a bicycle messenger bag made out of upcycled, used truck tarps. It now uses the same sustainable approach to create a wide range of bags and luggage items.
To bring this story to life in its flagship in Amsterdam, which is a city known for its love of cycling, Freitag employed the 1kg agency to build a cycle-powered cinema. Visitors are invited to sit on one of three bikes fixed to a stand in front of a screen with the words “cycle to watch” on it. When visitors begin to cycle, the energy they produced is used to power the screen, lighting and sound creating a fun, rewarding sensory experience in the retail space. The content played on the video screens are documentary pieces about the brand’s history.
Discussing the installation, 1kg designer Johannes Offerhaus said: “Especially considering current circumstances, brands need to revolutionise their retail spaces and make these outlets a cause for creativity and innovation where visitors can immerse themselves in the brand’s aesthetic.”
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