20th anniversary celebration of the FREITAG flagship store
Block Party at Zurich's Smallest High-Rise
For 20 years, the FREITAG flagship store has been a defining feature of Zurich’s cityscape. To mark the anniversary, the container tower became the venue for a two-day block party. Live Lab collaborated with FREITAG to develop and execute a program featuring architecture, music, and creative activities, and celebrated the space together with the community.
The tower stands at the Hardbrücke, right where the Freitag brothers came up with the idea for their bags while watching trucks go by. Built from 19 used shipping containers, it was originally intended as a temporary structure. Today, it is a landmark of Zürich-West and stands directly across from the Prime Tower, the city’s tallest building. The Container Tower deliberately offers a different perspective: “Attitude over height”.
A Landmark Becomes a Meeting Place
The focus was not only on the anniversary, but also on the location itself. An architectural talk highlighted the history and unique features of the tower. All around, various stations invited visitors to get involved: from a printing bike to custom-designed F-aker keychains to a photo booth. In this way, the flagship store became an open meeting place for exchange and collaborative creation.
From Day to Night
In the evening, the day’s creative program gave way to a party, where DJs kept the energy high well into the night. The biggest highlight was Stereo Luchs, whose performance drew a particularly large crowd to the Tower. The Zurich-based rapper is just as much at home in Zurich as FREITAG is, making him the perfect fit for the evening. The result was a celebration that embodied the Tower’s spirit: unconventional, accessible, and right in the heart of Zurich.
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