design:retail - November/December 2019 - 34
DESIGN:RETAIL
NOV/DEC 2019
HANDS-ON RETAIL
Some Assembly Required
COLORFUL RECYCLED BAG MAKER FREITAG HAS ITS
CUSTOMERS SWEATING THE DETAILS IN A MICRO FACTORY
DUBBED THE "SWEAT YOURSELF SHOP"
➞ I N A N E W LY converted micro-factory in Zurich,
recycled bag manufacturer Freitag has extended
its production chain "all the way to its storefront,"
according to the company, which has devised a
store space and assembly line that brings the customer into the manufacturing process.
The bags are made from truck tarp, and shoppers can fully design and finish their own version
of the exclusive F718 BUH model at Freitag's
Sweat-Yourself-Shop located in the Swiss capital.
Visitors first pick out a front, back, base and
handles for their bag. Then, they choose a boldpatterned piece of tarp cut-off brought in from
Freitag's official factory, which is then shaped into
the bag's external pouch.
Freitag says the store design aligns with brand
principles that guide everything from product
design to communications. "All our stores share
a consistent rough, rustic, industrial look, in the
same simple color palette-black, white, gray and
industrial green-that lets the products take center
stage," says Corsin Zarn, interior designer, Freitag.
"We believe that the products should be the focal
34
point; they add color to the store and for our newly
converted micro-factory, we followed a very functional and industrial approach. Machines and tools
'visualize' the last steps of the production process
and the interiors and furniture are in different
shades of gray, with some machines and tools highlighted in our CI-color industrial green. This neutral
environment stages the colorful palette of our tarps
and provides a strong visual to the exterior, with
display windows kept free to frame this image."
Using a Plexiglas template, visitors cut the piece
to size and round it off with a punching machine,
then add the brand logo to weld onto the fabric
before handing the nearly ready bag to a team
member, who finishes off the necessary sewing
and riveting while customers enjoy a complimentary drink. The whole process takes about one and
a half hours. Really, it's no sweat.
PHOTOS BY ROLAND TÄNNLER
By Mark Faithfull
design:retail - November/December 2019
Table of Contents for the Digital Edition of design:retail - November/December 2019
design:retail - November/December
Contents
From the Editor
Insider Insights
Happenings
Mingle
Clicks & Mortar: Framebridge
Site Visit: The Container Store Custom Closets
Site Visit: Iconsiam
On Trend: stackt
Spec Sheet: Sustainable Design
Hands-On Retail: Freitag
Clicks & Mortar: Amerisleep
Site Visit: ThirdLove
Plugged In: Natuzzi
Connected Store: The Vitamin Shoppe
By the Numbers: BOPIS and ROI
Tech News
Nordstrom Nyc
New York Retail
2019 Buyers’ Guide
Moment
design:retail - November/December 2019 - Intro
design:retail - November/December 2019 - CT1
design:retail - November/December 2019 - CT2
design:retail - November/December 2019 - design:retail - November/December
design:retail - November/December 2019 - Cover2
design:retail - November/December 2019 - 1
design:retail - November/December 2019 - 2
design:retail - November/December 2019 - 3
design:retail - November/December 2019 - 4
design:retail - November/December 2019 - 5
design:retail - November/December 2019 - Contents
design:retail - November/December 2019 - 7
design:retail - November/December 2019 - 8
design:retail - November/December 2019 - 9
design:retail - November/December 2019 - From the Editor
design:retail - November/December 2019 - 11
design:retail - November/December 2019 - Insider Insights
design:retail - November/December 2019 - 13
design:retail - November/December 2019 - 14
design:retail - November/December 2019 - 15
design:retail - November/December 2019 - Happenings
design:retail - November/December 2019 - 17
design:retail - November/December 2019 - 18
design:retail - November/December 2019 - 19
design:retail - November/December 2019 - Mingle
design:retail - November/December 2019 - 21
design:retail - November/December 2019 - 22
design:retail - November/December 2019 - 23
design:retail - November/December 2019 - Clicks & Mortar: Framebridge
design:retail - November/December 2019 - 25
design:retail - November/December 2019 - Site Visit: The Container Store Custom Closets
design:retail - November/December 2019 - 27
design:retail - November/December 2019 - Site Visit: Iconsiam
design:retail - November/December 2019 - 29
design:retail - November/December 2019 - On Trend: stackt
design:retail - November/December 2019 - 31
design:retail - November/December 2019 - Spec Sheet: Sustainable Design
design:retail - November/December 2019 - 33
design:retail - November/December 2019 - Hands-On Retail: Freitag
design:retail - November/December 2019 - 35
design:retail - November/December 2019 - Clicks & Mortar: Amerisleep
design:retail - November/December 2019 - 37
design:retail - November/December 2019 - Site Visit: ThirdLove
design:retail - November/December 2019 - 39
design:retail - November/December 2019 - Plugged In: Natuzzi
design:retail - November/December 2019 - 41
design:retail - November/December 2019 - Connected Store: The Vitamin Shoppe
design:retail - November/December 2019 - 43
design:retail - November/December 2019 - By the Numbers: BOPIS and ROI
design:retail - November/December 2019 - 45
design:retail - November/December 2019 - Tech News
design:retail - November/December 2019 - 47
design:retail - November/December 2019 - Nordstrom Nyc
design:retail - November/December 2019 - 49
design:retail - November/December 2019 - 50
design:retail - November/December 2019 - 51
design:retail - November/December 2019 - 52
design:retail - November/December 2019 - 53
design:retail - November/December 2019 - 54
design:retail - November/December 2019 - 55
design:retail - November/December 2019 - New York Retail
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design:retail - November/December 2019 - 63
design:retail - November/December 2019 - 64
design:retail - November/December 2019 - 65
design:retail - November/December 2019 - 2019 Buyers’ Guide
design:retail - November/December 2019 - 67
design:retail - November/December 2019 - 68
design:retail - November/December 2019 - 69
design:retail - November/December 2019 - 70
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design:retail - November/December 2019 - Moment
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design:retail - November/December 2019 - Cover4
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