The newest team to join the Formula One circuit doesn’t have a car. Or a driver, for that matter. But what the newest LG and F1 partnership does have in unlike anything else in the world of sport: a shared passion for stylish technology that excites human emotion around the world.
On 26 November 2008, a press conference was held to announce the launch of the LG and F1 partnership. This alliance of two visionary, global brands set the stage for a truly exciting and inspirational journey, for LG consumers and F1 fans alike.
In connection with one of our corporate merchandise trade partners, ASG was briefed to design a luggage collection, which not only captured the LG and F1 image, but also linked in with other products from the 2010 merchandise program – which were being developed by other companies.
The range had to be inspired, and yet remain commercial. Not only in a product sense, but also from a price point perspective.
The colour White was also a major point of the brief, an aspect that was of initial concern to the ASG design team – white never works well on luggage – for obvious reasons.
Branding had to be clean and crisp, and other corporate colours such as Grey and Rouge Red had to feature.
Various processes of design stages were undertaken, and the final collection was created.
The range consisted of a core Lap Top & Media Back Pack, Overnight Holdall and Lap Top Messenger Bag.
All products featured easy clean White Dobby Nylon main material, Rouge Red Teflon lined media pockets for the storage and protection of modern devises such as i-pods, i-phones, cameras, sunnies etc. This lining acted as a great ‘pop’ colour that were hidden and exposed with a surprise – most companies would of stuck with standard black. Outer Rouge Red ‘pops’ were also applied via embroidered lines and inset shaped ‘pop’ panels.
Other features were hard wearing dyed to match Grey PVC bases and corporate Grey inner linings. The use of Grey PVC bases gave the bags added protection & structure. The use of Grey lining meant the contents could be easily seen and found, plus offered a more modern look than standard. Colours also linked in with the corporate pallet, so that ‘tick box’ from the brief was well covered.
The outer branding was applied using high definition heat transfers, which was important as the LG/F1 logo featured elements that had to remain defined. This created the clean & crisp finish as required in the brief.
Contoured & easy grip zip pulls were also used, with the shape taking inspiration from F1 tracks and the curved lines on famous racing cars.
A striking White collection that sat perfectly well with all other products in the program. So much so that the main buyer commented that the whole program looked like one designer, rather than individuals within separate companies had designed it. This is a true testament to ASG design team and proving that we can work part of a team, even if are not in the same office!
You can find out more about the LG & F1 alliance by visiting www.lgeracing.com.
Below are style & showroom product shots.
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