THINK, DESIGN, CREATE

Bag in Town is a design competition that aims to encourage young creative minds to rethink the relationship between a bag, its owner, and its environment. To rethink the relationship between aesthetics and function, container and contents. Because the bag has become an object that is as versatile, multifaceted and multifunctional as the people who use them and the cities in which they live, work and play.




A BAG FOR 24 HOURS

To design a bag for the 24 hours of the day. This is the challenge posed by EASTPAK and the IED through the Creative Contexts platform.


 

IED Creative Factory is a platform to develop projects, from concepts to products. IED Creative Factory had been created to find solutions for the real world. Connecting international designers and companies in an propitious atmosphere for dialogue and creation always with the IED Brand guarantee: more than 40 years in education experience.


 

More than 400 projects have been submitted, of which 6 have been selected to take part in the workshops which will take place in Madrid and Venice in September and October.
Once this product development phase has concluded, the results will be put to the vote through Creative Contexts. The most-voted project will win the competition and the Bag in Town prize.

For more information about the contest and the Creative Factories, please, check the Bag in town website clicking here.

 

 



 


 

EASTPAK

HISTORY
From a company that produced backpacks for the U.S. army in the 50’s to the hip and happening lifestyle brand it is today. EASTPAK owes its early transformation to Mark Goldman who joined his father’s business in 1976. The brand has since become synonymous with fun, innovative, functional and virtually indestructible bags and travel gear worldwide.

PHILOSOPHY
EASTPAK produces backpacks, shoulder bags, travel gear, apparel and accessories designed to unleash the urban nomad in you. All our products have ingeniously thoughtful features to enable and enrich life in the city.

 


 


IED

Founded in 1966, is a leading international network that operates in the education and research field in the areas of Design, Fashion and Visual Communication.
The Group, offers Degree, Masters and advanced training courses in its 12 seats in Italy, Spain China and Brazil, and involves the best international creative professionals in its education activities.


IED IN NUMBERS:

· 120.000 students from 1966

· 1.600 collaborate yearly

· 200 collaborations with companies yearly

· 52 agreements with international universities

· 40% foreign students

· 93 countries of origin

Academic/ Art Direction/

EASTPAK and IED ACADEMY
July 2012 - January 2013
ACADEMIC WORKSHOPS, COMMUNICATION TUTOR, ART DIRECTION

Bag in Town is a design competition that aims to encourage young designers to create the ideal bag for 24h in the city.

The project has been developed in collaboration with EASTPAK and the IED Academy of Madrid.

As communication tutors of Bag in Town, Fikera studio supported the 6 young finalists to build their product’s visual identity and to develop their communication strategies, during the two creative factories held in Madrid and Venice.
Aside from tutoring, our studio was also in charge of the project’s art-direction.

To see the BAG IN TOWN visual campaign...CLICK HERE

BAG IN TOWN - Official page

 
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