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THE DAILY REFERENCE

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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More than 15 years after we started FREITAG, we finally know what we’re about: cycles. We cycle to work. We cycle tarps. And we think in cycles. So our newspaper THE DAILY REFERENCE (download pdf-file) which we edited from September 3rd through 30th cycles content:

1. We got newspapers

2. We cut them up

3. We transcreated, you transcreated

4. We manufactured a recontextualized print product