Briefcase by Studio Droog

Studio Droog
Briefcase, 2010

Trays (supplied by Makro Netherlands), foam, leather, and fixings

Studio Droog reimagined a stack of everyday cashier trays as smart, portable briefcases. With a few clever adjustments: foam lining, leather details, and a touch of wit — a tool of commerce became a symbol of it. Briefcase turns the ordinary into the aspirational, proving that good design can cash in on creativity.

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Droog bought 5,135 leftover items from Dutch liquidation auctions: everything from handkerchiefs and dog baskets to mirrors and salt shakers. They invited 14 designers to “revive” the lots into a collection of 19 products, each sold in editions limited by the size of the lot, and launched the result during Salone del Mobile, Milan, 2010.

The concept was accompanied by a short manifesto (about re-directing creative energy and redesigning lifecycles) and a charming “new owner” photo campaign that documented each purchaser right after checkout.