The main idea of the backpack “Tadaaa!” is to provide different solutions to various needs and problems that the urban environment may offer.
Starting from the ideals of Eastpak (simplicity and durability), “Tadaaa!” is the innovative re-design of the modern backpack, based on new key aspects such as: safety, comfort, multifunctionality, usability and versatility.
Another important feature of “Tadaaa!” is to enable the user to immediately reach what he frequently needs during the day (cellphone, keys, wallet, compact camera, etc..) without having to take off the backpack and at the same time keep these precious items safe from pick-pocketing and accidental loss.

*The best urban choice.
The “backpack” with its simple human friendly form, is the best choice for urban life and mobility.
It is the most comfortable and ergonomic way to carry contents thanks to its agility and balance, since the load rides nearer to the wearer’s own centre of mass.
It is functional and versatile in different urban contexts and situations.
This is also why this backpack model is the ideal archetype of the Eastpak brand.

*Urban inspiration.
The inspiration for the design came directly from the urban environment. Based on our first analysis of different urban icons and symbols, we found inspiration in the public-telephone’s shape and related to the bag’s design. A concept that merges this conceptual solution with the practical idea of security and usability: the lateral case (redesign of the Eastpak Benchmark model) which resembles to a phone receiver, is designed in order to improve anti-theft safety and to provide immediate access to its content, without having to take off the whole bag.

*Keep your urban stuff safe.
Crowded spaces and frenetic rythms of life put at risk what you carry in a bag. Security is a contemporary issue that should involve the design of the container in which you store your belongings.
This bag helps you to protect your things in a convenient and immediately usable storage, simple and well designed.

*Urban brand background.
Eastpak means endurance and durability, resistanceand and versatility. Simple designs, suitable for a wide range of young targets, mix fashion and status symbol to functionality and reliability.
This project focuses on these key aspects while trying to solve new issues of the urban context.