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.
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.