sweat yourself shop
Context: Store Design/ Retail Experience
Role: Concept & Realisation
Customer: Freitag lab. AG
Awards: Frame Awards 2019, Singlebrand-Store of the Year
© Franz Grünewald for IGNANT Production
Sweat-Yourself-Shop is a downtown location lab —
a experimental space to try out new concepts.
In this case Freitag is looking for a unique pilot retail experience to reduce used truck tarp leftovers from the factory in Zurich Oerlikon and at the same time meet the need of fans for individual customization.
With this shop extending production chains all the way to the storefront: For the first time, visitors can make their own one-of-a-kind truck-tarp bags.
In the past, FREITAG lovers have simply chosen their unique bag at a FREITAG Store, or on FREITAG’s Online Store. From now on, FREITAG is transferring the final stages of production and the entire responsibility for the bag’s design to future owners, in our newly converted micro-factory. The sheer amount of color choices for tarp pieces that go into the F718 BUH shopper will probably have our part-time bag makers in the new Sweat-Yourself-Shop perspiring more heavily than the production work itself.
For our newly converted micro-factory we followed a very functional and industrial approach to design the space. Machines and tools visualize the last steps of the production process of a FREITAG bag. The colors of the space and furniture are held in different shades of grey, with some highlights of machines and tools in our CI-color industrial green.
The frosted glass elements are structuring the space and generate a play of blurry color spots from the hidden tarps and make customers keen to move the conveyor and discover what’s behind. This neutral environment stages the colorful palette of our tarps and provides a strong visual to the exterior. The display windows are kept free to frame this image.