Photo: Philip Frowein FREITAG HAD A DEAL WITH THE IMITATION BY IMITATING THE COPY TO BE THEIR OWN ORIGINAL AND RENOVATED FREITAG’S FLAGSHIP STORE TO BE THE SUPERMARKET CHAIN WHO MADE IT
TEXT: PATTIYA HARPUTPONG
PHOTO COURTESY OF FREITAG CREDIT AS NOTED
(For Thai, press here)
Copying, or imitation, is often avoided through explanations that describe it as borrowing (appropriate) or inspiration for a (rather straightforward) tribute. It is, perhaps, an act of copy and paste, accompanied by a mysterious fancy discourse. However, this matter might be tricky to put fingers on in the case of a ‘twinning’ incident when a Swiss supermarket chain released a blue-colored cross-body bag under the name ‘Donnerstag,’ which has a suspiciously similar, almost identical appearance to the F13 TOP CAT bag from the Zurich based company FREITAG. This story was also covered by the Swiss public television news in 1997, where a representative from the said supermarket chain clarified in an interview, “When you look at our bag, you can see it’s got the name of a day of the week (Donnerstag) on it, but otherwise, it’s nothing like the FREITAG label.” Additionally, “It’s probably a coincidence because one of our product managers wanted to do something original.”
Video: UWE auge-altona.de
DOP: Simon Roloff
TV report © 1997 SRF, licensed by Telepool GmbH Zurich
On the occasion of FREITAG’s 30th anniversary, the brand turned the ground floor of its flagship store in Zurich, Switzerland, into a supermarket. Moreover, they created a promotional video akin to a news spot, harking back to the incident with stylish humor and a nostalgic touch. This campaign brought everyone back to the important incident that marked a page in the brand’s history for its probable threat to the two brothers’ emerging business in 1997. “Will the Donnerstag bag become the beginning of the end of FREITAG?” was the question that haunted the two founders and their first permanent employee. However, the situation unfolded positively and reinforced the brand’s strength thanks to a wave of sympathy from fans and friends. The media also picked up the story, and the retailer took the copy off its shelves, promising never again to name bags after days of the week and last but not least reinforcing the brand’s strength.
Photo: Philip Frowein
Moreover, the brand utilized this unique opportunity to celebrate its 30th birthday by transforming the copy into an original limited edition of messenger bags and showcasing them on supermarket shelves. The bags took after the F13 TOP CAT model, but they were only available in blue, the color chosen by the Swiss supermarket chain for their “Donnerstag” bag imitation. This time, of course, the FREITAG bags were made of used truck tarps and equipped with an original Donnerstag label. Although the wording, or in this case, the letters, changed, the upcycling spirit of the FREITAG bag remained unchanged. During the ‘Donnerstag Weeks’ from September 19–30, 2023, exclusive sales of bags in various shades of blue, bearing the Donnerstag label, took place under the series name F13-D COPY CAT.
Photo: Philip Frowein
The makeover—turning the shop area in the flagship store into a replica of the Swiss chain supermarket—was a collaboration with Leandro Destefani in alignment with the brand’s sustainable philosophy. The designer decided to go for pre-owned materials and furniture. Coincidentally, during the time of the project, a shop near Zurich was selling retail fixtures due to liquidation on a secondhand goods platform, which was an excellent opportunity for FREITAG to scour for used vegetable shelves, a checkout desk with a conveyer belt, other retail furniture, as well as an actual, refrigerators display to take the shop design to full-scale replication. The aesthetic of the Swiss chain supermarket inspired them to create additional posters, brochures, and atmospheric audio.
Photo: Philip Frowein
The bags were arranged in a supermarket refrigerated shelf that was not hooked up to power for emission reasons. Furthermore, some accessories were put in plastic vegetable trays like groceries. This presentation effectively enhanced the bags’ colors by pairing them with contrasting hues. Meanwhile, the shop’s design nailed the atmosphere of a supermarket, underscoring the height of consumerism. By the way, FREITAG donated 99% of the campaign’s profits to the social initiative of the Swiss retailer.
Photo: Philip Frowein
It’s intriguing and funny that one day, we get to carry a FREITAG bag that imitates its own design, bearing the name of a cheap supermarket copy. This highlights the initial idea of bringing the story of an imitator, turning it upside down and inside out, and creating a new narrative that, ultimately, strengthens the brand’s identity and design. The FREITAG F13-D COPY CAT, with its decision to present ‘The original copy of a copy of the original,’ is a discreet design that creates a significant impact, sparking conversations that ultimately lead to FREITAG’s destination.