FREITAG Amsterdam reveals bespoke bike cinema installation

For FREITAG’s latest store opening in Amsterdam, 1kg – a creative studio based in Berlin, Amsterdam & Paris – created a bespoke bike cinema installation that takes inspiration from both the city and the brand’s strong bicycle lifestyle and tradition. The installation, which is fully operated by pedal power, draws interest and interacts with customers in a fun and active way – focusing on FREITAG’s sustainable brand values.

The Zurich bag manufacturer is venturing into The Netherlands with a new outlet in Amsterdam. The local flagship store is themed around recycled bags and recyclable forms of transport. To add to this in-store experience, FREITAG commissioned 1kg to create a multi-sensory experience to celebrate the brand store’s landing in the Dutch capital.

The idea was to create a bike-powered cinema that would connect to the brand’s sustainable heritage. More than 25 years ago, founders Daniel and Markus FREITAG made their first messenger bag from used truck tarps for their daily bike ride to work. So cycling and FREITAG bags have always gone hand in hand.

1kg designed a bespoke aluminium bike frame that holds three recycled bicycles that each drive a dynamo. The installation is connected to sensors, battery management systems, and custom software that converts energy created by the rider and powers a sensory experience. Light and sound elements enhance the screening of FREITAG-owned documentaries. The installation connects with FREITAG’s view on sustainability by making the user physically experience the effort needed to power up the space.

‘’For FREITAG, a Swiss brand with an honest sustainable vision, our team created a contemporary retail experience touching upon different senses – sight, touch and vision. Especially considering current circumstances, brands need to revolutionise their retail spaces and make these outlets a cause for creativity and innovation where visitors can immerse themselves in the brand’s aesthetic. This experiences falls nicely into 1kg’s body of work: at the studio we always try to add ‘weight’ and create textured layers for our clients’ projects.’’ – Johannes Offerhaus, designer at 1kg.

Pictures Maarten Willemstein