like no one님의 이글루

프라이탁이 브랜드다 아니다는 논점이 될수 있다.
또는 안티-브랜드라고도 할 수 있을 것이다.
세계적인 성공을 누리는 프라이탁 가방의 역사, 경제적 분석. 환경주의적인 접근을 하고 있다.
아주 특이한 재활용품을 재료로 쓰고, 상대적으로 소량생산되고 있는 Freitag 프라이탁의 현대 소비 사회에 대한 비판이 어떻게 아이로니하게 미학적으로 성공하고 있는지, 이런 현상을 사회문화적인 관점에서도 분석하고 있고, Freitag 가방이 어떤 방식으로 생산되는지도 자세히 보여 주고 있다.
이 책의 표지는 프라이탁 가방과 같은 재료 트럭 방수포로 되어있다,
따라서 10,000권 한정판 각 권이 다 다르다.
아래 글은 이 책에 대한 안내문과, 이 책의 노르웨이 출신의 디자이너이자 출판인인 라스 뮐러와의 인터뷰 내용이다.
바로 아래 사진은 공장에서 작업 중인 프라이탁.

"Durable," "unique" and "authentic" describe the Freitag bag, a Swiss-made carry all manufactured entirely from recycled materials. The same adjectives can also be applied to the book Freitag-Individual Recycled Freeway Bags, published by Lars Müller Publishers.

The book takes a look at the company's premier product and its success. And,like Freitag bags, which are produced from recycled truck tarpaulins,car seat belts and bicycle tires, the book incorporates similarmaterials in its production, making each copy in its 10,000 editions unique.

"I've been taken with the product and the story behind it ever sincethe bag first emerged from Zürich's 'underground' scene," explains Lars Müller, the book's Switzerland-based designer and publisher. "It's an example of how pseudo-individual, mass-produced items can be counteredby something truly individual." Made entirely by hand, the unpretentious Freitag bag has distanced itself from trendy, brand-driven products as a durable and radical "anti-brand" alternative for youthful, European urbanites who have made it their choice for toting personal necessities.

In addition to using Freitag materials for thebook's spine, Müller successfully selected type and imagery that capture the Freitag spirit. The book integrates photos of 3,000 bags with candid portraits of their owners; colorful snap shots reveal aglimpse of the divergent life styles that form the fabric of contemporary Europe. The book's simple, direct text is cropped in ahaphazard way, much as it is on Freitag bags, where prior incarnations of the bags are revealed with casual frankness. Even the Freitag production process is depicted in forthright fashion with no-nonsense, diagrammatic illustrations of the bags' recycling and manufacturing process.

A Norwegian who has lived in Switzerland since 1963, Lars Müller established his studio in Baden in 1982 after apprenticing as a graphicartist and working as a peripatetic student in the United States and Holland. 

In 1983, he established Lars Müller Publishers in Wettingen, Switzerland.

Since then, the company has achieved international recognition for producing books on architecture, design and contemporary photography. Your Private Sky: R. Buckminster Fuller, another book by Lars Müller Publishers, received a Graphics Best of Category award from I.D. in 2000. Since 1996, Müller has been a partner in the Integral Concept interdisciplinary design group, which operates in Paris, Milan and Baden.

WHAT WAS YOUR OVERALL OBJECTIVE?
The spectacular drama of daily life inspired this book. It's about ideas and processes and the people who contribute to a product that's as typical of its time as it is unusual. Although I initiated the project,I worked with a marvelous team. That's how we usually do it here.

WHAT DO YOU SEE AS THE SPECIAL APPEAL OF THE BOOK?
It'sthe first really individual book, with 10,000 different covers, according to the concept of the bags. It's also a visual read about design communication and the life styles of the Freitag generation.

HOW HAVE THOSE WHO HAVE SEEN THE BOOK REACTED TO IT?
The best reaction is that the young, urban crowd has bought the book and likes it because it's very visual and interactive in its content and structure. As an object, it's appropriate to the content with its spine made.

CLIENT Lars Müller Publishers, Wettingen, Switzerland: Lars Müller, principal
DESIGN Integral Lars Müller, Wettingen, Switzerland: Lars Müller, principal; Sandra Neumaier, designer; Markus Reichenbach,typography
MATERIALS|FABRICATION offset-printed, case-bound book with chipboard covers and spine made from recycled tarpaulins
HARDWARE|SOFTWARE Macintosh G4, Adobe Photoshop, Adobe Illustrator, QuarkXPress from bag material.

16.5x24 cm, 492 pages, 3000 illustrations, hardcover with individual spine, text
ISBN 978-3-907078-47-1 english

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