MY ART SPACE, SINGAPORE

RETAIL/F&B

FREITAG is a luxury brand that’s known for its durable, resourceful and unique bags made from multicoloured heavy truck tarps. The transformation of heavy truck covers into highly functional fabric is a complex process that has been redefined across the years. FREITAG lives by the mantra; “WE THINK AND ACT IN CYCLES.” FREITAG’s philosophy; products and services are views holistically, mimicking the biological lifecycle, where every end is a new beginning. Reducing environmental impact and practical living are the principles that holds the core of the company’s business.

FREITAG itself does not claim to have a specific target audience, they do not believe to think in labelling groups of people. What FREITAG consumers have in common is the search for quality products made with a fundamentally ecological approach. However, most of their consumers are outdoorsy and adventurous. Therefore, I chose to expand on the majority of urban individualists that FREITAG attracts the most through their products, such like hikers and campers. 

“INDESTRUCTIBLE INDIVIDUALITY” represents the heavy-duty materials they use for their luxury bags linking to their audiences’ individual personalities. The intention is to address the strong-willed personalities of the consumers as well as the unbreakable form on the exterior of my design and the all-white interior to emphasise on the customers’ uniqueness when they walk in the space.

From my narrative: INDESTRUCTIBLE INDIVIDUALITY, I decided for my design concept to take inspiration from FREITAG’s majority of consumers; outdoorsy individuals. When I think of outdoors, mountains and tents comes to mind. Therefore, I implemented the concept of having a tent-shaped and mountainside-esque form for the exterior of my F&B Wing.