ROCK A BYE BA BY The fu­ture of mo­bil­ity, and the key to a par­ent’s heart, is here. Nen Lin Soo dis­cov­ers the ap­peal of Bu­ga­boo’s dis­tinc­tively Dutch de­signs at its home ground in Am­s­ter­dam.

Harper’s Bazaar (Malaysia) - - Bazaar Junior -

Diesel Rock pre­lim­i­nary sketches to fur­ther in­spire

BOR N TO BE WI LD

“Has ev­ery­one signed the forms?” asked Madeleen Klaasen, chief mar­ket­ing of­fi­cer of Bu­ga­boo, while her eyes paced back and forth the room. This was no or­di­nary form. We—the se­lected few jour­nal­ists from Asia—were about to wit­ness the un­veil­ing of the third col­lab­o­ra­tion be­tween Bu­ga­boo and Ital­ian cloth­ing com­pany Diesel. This was, at that mo­ment in time, still un­der strict em­bargo. Every­thing was hush-hush. Non-dis­clo­sure agree­ment forms? Ab­so­lutely nec­es­sary.

The Diesel Rock stroller, soon cer­e­mo­ni­ally re­vealed be­fore us, turned out be as dar­ing as it was mys­te­ri­ous. As its name sug­gests, every­thing about the strollers and ac­ces­sories from the col­lec­tion is heav­ily in­spired by all things rock ’n’ roll—wax­coated fab­ric, leather-es­que fin­ish­ing, and taste­fully placed studs. The col­lec­tion seeks to al­low re­bel­lious and cre­ative spir­its to ex­press them­selves on all ter­rains of life, to speak from the hearts of both par­ent and child, and to ul­ti­mately be the stylish fam­ily starter kit. But how does a de­signer trans­fuse this vibe into a prod­uct while mak­ing sure that it doesn’t turn out to be all flair and no sub­stance? Ini­tial sketches of the baby co­coon Studs lin­ing the Diesel Rock strollers are edgy yet safe

THE SOUND OF TRUE DE SIGN

While Bu­ga­boo doesn’t ex­plic­itly sub­scribe to the “less is more” phi­los­o­phy, it is in­fin­itely clear with each and ev­ery­one of its prod­ucts— from stroller, bassinet, and breezy sun canopy to kitschy para­sol, mos­quito net, and match­ing tote bag for the style-con­scious par­ent—that de­sign, to co-founder and de­signer Max Baren­brug, is more than the aes­thet­ics and first im­pres­sions. In fact, user­bil­ity is on par with de­sign, if not more. A quick glance at Bu­ga­boo’s famed de­signs, stirs at­ten­tion and in­spires as­pi­ra­tion. “You have to feed the brand with sub­stance,” says Baren­brug. “If you only talk abo about the brand and the de­sign, there’s no sub­stance. And if you do all of it right, then it’s the only way to true iden­tity.” For a brief mo­ment, whenwh a stroller—be it the Don­key, Run­ner or Cameleon—cap­tures youryo eye, it’s easy to for­get about all the func­tions packed into Bu­ga­boo’sBu nifty bug­gies. But Baren­brug re­minds us “you don’t cre­ate some­thingso beau­ti­ful just for the sake of it ... you have to cre­ate some­thingso nice, some­thing func­tional, some­thing dif­fer­ent.” Even if thet struc­ture of the strollers, cut and curved in fluid an­gles, was enough to steal the scene, and set your brand on top of the food chain of high-end strollers.

The Bu­ga­boo by Diesel Rock col­lec­tion for fash­ion-for­ward fam­i­lies

The stroller to turn heads on the street

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