For 25 years Freitag has been injecting new life into used truck tarps from Europe’s highway network, turning them into functional bags and accessories. Now the firm expands to Seoul.
The Swiss-based bag manufacturers are giving their bags a new home in Apgujeong, the quarter of the Gangnam district that was ultra-hip back in the 90s and is set to regain that status again soon.
To make room for more than 1,100 unique bags in the 66-square-meter store, the ground floor, apart from the load-bearing columns and walls, has been totally gutted.
And because the Swiss, with all their mountains, can’t resist building tunnels, or because every highway service station needs both an entry and an exit, they decided to take out the wall to the backyard while they were about it.
So, the new Seoul Apgujeong Freitag store now offers the Korean truck tarp bag fans direct access to a business-free garden for spontaneous time-outs and laid-back parties, where they can also give one of the three rescued trees a gentle hug.
