© freitag / photography: akihiko kanke 
opening today [7pm] at zurich's museum für gestaltung is out of the bag, an exhibition that focuses on how a design-minded approach and entrepreneurship go well together, with swiss bag manufacturer freitag as a specific example. hailing from rural davos high up in the swiss alps, freitag was established by brothers markus and daniel freitag almost two decades ago. initially crafting one-off carrier bags made from used truck tarps, their products gained cult status and has simultaneously led to a global expansion of their business. interestingly, the show presents the fraternal duo's business model in the context of the company's visual culture, exhibiting various items from the freitag archives - such as products, graphics, web design and photography - to indicate the company's holistic approach of product design and thus revealing its success. an additional emphasis is put on technology, the production process and the history of the freitag business. on display are prototypes and experiments with materials, collections never published, early packaging and labels, and even photos and footage of parties and product presentations. and truck tarps still being the company's prime work material, the scenography of the exhibition is based on the loading volume of trucks, packing it into seven thematic trailers [on through jul 29]. location: ausstellungsstrasse 60 [downtown].
© zhdk - freitag production process, daniel and markus freitag goofing around in the museum pond [top to bottom]