Since 1993 FREITAG has been manufacturing bags inspired by messengers riding on wheels. With FREITAG REFERENCE, we turn to those messengers writing on paper. Messenger comes from message; and today, the media are the horse that carries him. The next life of an idea, of a material; REFERENCE is a FREITAG bag like you’ve never seen.
In September 2010, REFERENCE was also a newspaper. From September 3rd through September 30th, the FREITAG REFERENCE EDITORIAL SPACE was open at Grüngasse in Zurich. During this time, what used to be the Bros. studio was turned into a newsroom and printing facility – with a lead press from 1840, a coffee machine, the REFERENCE line on display and the Bros.
Every morning at 8 a.m., the FREITAG editorial space hosted THE DAILY REFERENCE editorial kickoff. By noon, the cut-outs from other newspapers commented on by the Bros. and guests were scanned and uploaded. Available freshly lead-printed at 5 p.m. After one month, all THE DAILY REFERENCES were reunited and published as THE REFERENCE.
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