The winner bag

31 Mar, 2011 | Sofia Hulting | 0 Comments

Camilla Morath's sporty version of Palmgrens' classic rattan bag was chosen as winner today.

The motivation reads: "Camilla Morath has completely understood the project's purpose. Her process is described excellently and inspiringly. Camilla's winning bag is ready to use and really has the future before it. The colours and combination of materials are exceptionally successful. The model appeals a young target group as well as the loyal Palmgren customer. It is also very clever that the bag is an allround bag, for both evening and leisure."

Camilla will see her bag produced in a limited edition!

Camilla herself said that her work began with finding a subculture in Stockholm that would feel new and interesting to a company such as Palmgrens. A colourful group of people that move in many places around Stockholm. The target group that she identified is young, but she says it's more about a lifestyle in which you dress very consciously. Mutual interests are music, skateboard and fix gear.

She realised that the street culture is very different from Palmgrens' exisiting customers but that it also has several aspects in common with them. For instance, both groups have an interest in buying products that are often expensive but that are sustainable, and it is important that the brand reflects something that they represent and want to be seen with.

When she analyzed the target group she found that the sneakers is the fundemental accessory that combines the people in this group. The bag is therefore designed with the sneakers in mind. It is sporty, but in order to unite it with Palmgrens' genuine history she chose colours with a retro-feel to them. The material is rubber, leather, shoestrings, ribbons and a collage sweater. "I picked up the rubber from the shoes but I made holes in it which reconnects with both the rattan bag and the ventilation holes of the sneakers. The collage sweater is second-hand and symbolizes the company's ideas on sustainability, but also adds value to a product with a history", she says.

Evalena Jonsson and Johannes Leijonberg were selected worthy second and third prize winners. Evalena allowed plastic and nylon to meet quality leather and classic workmanship. Johannes was inpired by the Romanticism-movement and made a bag that is critical to civilisation. The suede parts of the bag represent nature and attacks the leather parts of the bag which represent the big city societies that never seem to stop expanding.

Read about the background to the project here. See the image pictures for each bag, produced by the second-year students in Advertising and Graphic Design here, and pictures from the opening of the exhibition at Palmgrens' store on our Facebook fanpage.

 

 

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