![]() Recognizing the shifting landscape of travel, Milla observed an unmet need in the market – a desire to combine the convenience of a wardrobe with the ease and portability of modern luggage design. Through extensive research, she delved into how evolving travel patterns have influenced luggage designs. Milla Amundsen-Lack, the visionary founder of Drobe, embarked on a comprehensive exploration of suitcase designs spanning the past century. My future plan is to manufacture and develop Drobe as a new suitcase brand to the market, which will bring innovation and sustainability to the current market.” continues Milla Lack. “ Drobe Is a part of my masters project in industrial design at Central Saint Martins, London. Over time, suitcases have undergone a remarkable transformation, driven by advancements in manufacturing processes, materials, and technology. The appeal of suitcases lies in their improved portability and maneuverability while still providing ample storage capacity, making them the preferred choice for modern-day explorers. This shift in travel dynamics prompted the emergence of the first bags, representing a departure from the bulkiness of traditional wardrobe trunks. ![]() Crafted from sturdy materials like wood and leather, they featured well-organized compartments, drawers, and hooks, providing secure and convenient storage for various travel essentials.ĭespite their practicality, the cumbersome size and weight of wardrobe trunks posed challenges in transportation, necessitating the development of more streamlined and efficient luggage designs.Īs travel habits and transportation methods underwent transformation, the demand for more practical and versatile luggage options increased. These trunks were purposefully designed to carry entire wardrobes, with spacious interiors to accommodate clothing and accessories. I was interested in the mechanical functions of luggage solutions which obtained a patent during their time.” says Lack.ĭuring the late 19th and early 20th centuries, the steamer trunk, commonly known as the wardrobe trunk, held a prominent place among travelers’ belongings. In particular how suitcase designs mirrored the changing ways in which people travelled through the C20th. “ My design research process included looking at suitcase designs during the last 100 years. I am drawn to the wider picture of an industrial design object that exists in a space and a lifestyle context, and being encapsulated in a strong and attractive branding concept and platform.” says Milla Lack, founder of the studio. “ With a design background in interior design from Milan, Italy and my current masters in industrial design, this project combines the mechanical and the aesthetic. This innovative design seamlessly merges the ergonomic features and practicality of traditional wardrobe trunks with the modern-day demands of luggage restrictions, offering a truly versatile and convenient solution for your storage needs. ![]() TANK, Zulu’s agency partner in Quebec will also be managing the rollout of the new campaign.Ī full program of support, including digital, social, outdoor and experiential tactics will run across 2013.Designed by Studio Milla, Drobe revolutionizes the concept of a portable wardrobe, ingeniously condensing it to the dimensions of a suitcase. Phase 1 of the brand’s new website went live simultaneously at along with Twitter #LiveMasFina and YouTube channels. ![]() The campaign launched online last week with a 60-second commercial that was previewed to the brands Facebook community, asking consumers to reflect on how they’ve been living. “You can choose to be interesting, inspired and follow your own path, not someone else’s.” Or you can choose to Live Mas Fina and live in an extraordinary way,” explains Zak Mroueh, Chief Creative Officer and President at Zulu Alpha Kilo. “You can live on the sidelines, be beige, boring and never take any risks. “The campaign is a challenge to live life on your own terms and never accept ordinary.” says Drew Munro, President & CEO at Modelo Molson Imports L.P, “Corona Extra is no ordinary beer, it is the original Cerveza with the unique lime ritual, sold in over 180 countries around the world – it’s time for everyone to get out there and experience it.” The new tagline is inspired by the heritage and message emblazoned on the beer’s iconic ceramic label since 1925, La Cerveza Mas Fina. Corona Canada asks – Will you have Lived an Extraordinary Life?Īfter 25 successful years in Canada, Corona Extra is proud to launch their new brand campaign encouraging consumers to step outside of their comfort zone, lead an extraordinary life and ‘ Live Mas Fina’.Ĭreated by Toronto based agency of record Zulu Alpha Kilo, the new positioning reaches out to attract new Corona drinkers with a rallying cry of Live Mas Fina (Live the Finer Life).
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