BOO UK

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Max Barenbrug

Bugaboo Co-founder, Shareholder and Supervisory Board Member Innovation and Creativity

Contents

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The creative man behind Bugaboo talks about business, passion and dreams. Co-founder and former creative-design director Max Barenbrug – a guy with a feel for innovation and a fascination for all things automotive – looks back at Bugaboo and how it all began for him some 17 years ago.

The year 2011 saw the birth of the Bugaboo Donkey, the company’s new mono-duo-mono convertible pushchair.

The definitive design was preceded by a long series of developmental phases. Designer Aernout Dijkstra-Hellinga recalls the early days of the Bugaboo Donkey and talks about how the pushchair evolved from idea to icon.

Founders Introduction Designers & Engineers Master of Mobility The mother of all Bugaboos Me and Missoni The Story of us

Marc Jacobs: Shamelessly Perfect Real Life

By BAS Around the Globe Made in China!

The Strolling Diaries

Master of Mobility

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From Doodle to Donkey

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043 046 054 058 060 070

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In a personal interview, Angela Missoni – the creative director of her namesake company – recollects her early years as a member of a colourful family fashion emporium.

Her parents’ enthusiasm and inspiration gave Angela the ambition she needed to ride the crest of innovation. For 15 years she’s been at the helm of an internationally coveted brand that continues to evolve under her skilful guidance.

As a partner of (RED) - an organization founded by Bono and Bobby Shriver - Bugaboo has been contributing 1% of its total revenue to the Global Fund since 2009. The partnership aims to generate awareness and funding for the battle against HIV/AIDS and demonstrates the company's commitment to helping begin the end of AIDS. Bugaboo is proud to be a part of the (RED) family and share the goal of helping to eliminate the transmission of HIV from pregnant women to their babies by 2015.

Hello Kitty Denim on Wheels When Bugaboo met (RED) Paul Frank Noir et Blanc Bee Around Town

From Doodle to Donkey Found on eBay Building A Donkey Beach Babies As Seen in: Bugaboo Product Overview

(RED)™

Me and Missoni

076 078 082 088 090 102

116 124 127 138 146 153 005

Founders Introduction

Colophon BOO Magazine is published by Bugaboo International BV. PO Box 1299, 1000 BG Amsterdam, The Netherlands. www.bugaboo.com Contact us at boo@bugaboo.com Concept, Art Direction and Graphic Design by ...,staat creative agency (www.staatamsterdam.nl).

Bugaboo International BV. Kim Dekker, Janneke Grootings, Madeleen Klaasen, Irene Muller.

Contributing writers are Pip Farquharson, Bregje Lampe, Esther van Maurik, Jolanda Smit, Mo Veld, Axel van Weel, Femke de Wild.

Photography by Alek, Grégoire Alexandre, Anything is Possible, Bauer-Griffin, Denham, Marc Deurloo, Kasia Gatkowska, Barrie Hullegie & Sabrina Bongiovanni, Mikael Jansson, Diederik Meijer, Jeff Olson, Hans Pieterse, Inga Powilleit, Atlanta Rascher, Maurice Scheltens & Liesbeth Abbenes, Zen Sekizawa, Heji Shin, Juergen Teller, Inma Varandela, Marcel van der Vlugt.

Translation by Bookmakers, InOtherWords (Donna de Vries-Hermansader) and Van de Loo & Associates Vertalers.

Bugaboo International BV and ...,staat creative agency have exercised the utmost care in the production of this magazine (excluding printing errors).

No rights may be derived from the content of this publication.

Bugaboo International BV and ...,staat creative agency are not responsible for possible errors and/or omissions in this publication. It was not possible to find the copyright holders of several images that appear in this issue. Interested parties are requested to contact Bugaboo International BV. No part of this publication may be reproduced and/or transmitted in any form or by any means, electronic or mechanical, including photocopying and recording, or by any information and retrieval system, without the prior written permission of Bugaboo International BV and ...,staat creative agency. ©2012 ...,staat creative agency for Bugaboo International BV.

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In an attic room on the Rechtboomssloot in Amsterdam, we worked fanatically yet confidently on the very first Bugaboo.

We had known each other for years.

Max came up with the concept and design, Eduard welded together the first model. It was the start of a turbulent period that saw us doing precisely the things that people had told us not to.

WE WI LL CONTI N UE TO AMAZE THE PUBLI C BY BEI NG BOTH RELIABLE AND SURPRIS I NG

To really differentiate ourselves and, in doing so, reach the top, we’ve always done our utmost. We started our own factory in Taiwan because local manufacturers weren’t able to provide the quality we wanted. We invested without making a business plan. And we organised our own sales network – even after everybody advised us to work with distributors. We never chose the easiest path. However, the reactions of our first customers gave us a huge boost. Whenever we’d deliver a Bugaboo to a customer in Amsterdam, we’d find that the mother was so enthusiastic that she’d already told all her friends to get one.

Thanks to word-of-mouth advertising, Bugaboo grew rapidly. Parents with a Bugaboo would greet one another on the street; the way that motorcyclists and skippers wave to each other. Every owner knew that they had bought something special. This product was much more than just a trendy pushchair; years had gone into its development so it could be enjoyed for many years to come.

We still see looks of amazement and joy on the faces of first-time parents.

When we walk with our children through a tiny French village – where time has stood still and no-one has ever seen a Bugaboo – villagers will stare in wonder. And lately, we’ve been getting the same looks of astonishment when we’re in the city.

Nobody can believe that we can change the Bugaboo Donkey from a double buggy into a single buggy with one simple click so we’re able to wheel it effortlessly into a café.

Bugaboo is now ready for the next step. We will continue to amaze the public not only with pushchairs but also with other forms of mobility-related products by being both reliable and surprising. As Bugaboo’s owners, we’ll do everything to protect the company’s DNA as we expand into more areas.

that turned the world of pushchairs on its head, we also look ahead to the challenges that the future has in store.

Sometimes, we find it hard to believe that 17 years after we produced our first pushchair in that attic room on the Rechtboomssloot, that Bugaboo has grown into the global brand it is today. A brand that stands for innovation, for unfailing dedication and for creativity led by design. A triple-A brand that we know will stand the test of time – in good periods as well as in times of recession. It’s something we’re enormously proud of.

Before we present these new platforms, however, we want to celebrate the success of the past 12.5 years with this magazine. We therefore invite you to take a look into the Bugaboo kitchen, where we reveal all the ingredients that go into a Bugaboo design, who uses the Bugaboo, and how the story of Bugaboo has travel all over the world.

And while looking back at a product

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Designers & Engineers Bugaboo’s Beating Heart Photography: Inga Powilleit

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Not pictured: Jaap Den Boer, Lead Designer (September 2003): Most proud of the development of the seat unit for the Bugaboo Bee+. Pim Verburg, Lead Product Engineer (December 2009). Rutger Koopman, Lead Product Engineer (September 2005): Most proud of engineering teamwork on the Bugaboo Donkey and, within this project, the development of a standardised engineering process for Bugaboo. Alfard Jansen, Control Tower Manager (December 2010): Most proud of being part of moving the team forward: this is a team that’s always improving and preparing for the development of the next generation of Bugaboo products.

010 B Most proud of my conceptual design (as part of the Exploratory Team) of a brand-new Bugaboo; and the contribution I made to the design of the new mono pushchair.

13 Michiel Kooij, Industrial Designer (May 2008)

Most proud of being the first woman in my department; and it’s great to see all those specials and limited editions on the street.

12 Maike Wolsing - Kos, Fabric Engineer (February 2006)

Most proud of being the first Chinese employee in the HQ engineering department who didn’t transfer from Xiamen, and – as the midwife of Spider – working to turn this design into the mighty Bugaboo Donkey.

11 Blanche Chan, Fabric Engineer (July 2007)

Most proud of challenging existing ideas and convincing colleagues to consider even better ones, currently designing the next big thing with a great team, and working for an awesome company.

10 Ben Holefleisch, Designer (April 2008)

Most proud of my work on the Bugaboo Donkey, a very complex product with innovative, added functionality.

9 Peter Rustenburg, Lead Product Engineer (September 2006)

Most proud of contributing to sustainability!

8 Ewout Fernhout, Product Engineer (September 2009)

Most proud of working on the Bugaboo Donkey and seeing it grow from a CAD-file to a pushchair I often spot on the street.

7 Edwin Waasdorp, Product Engineer (June 2009)

Most proud of solving potential problems before they happen; when nothing goes wrong, I’m a happy guy.

6 Tim Read, Senior Engineer (July 2009)

Most proud of releasing Bugaboo Bee+ for mass production and setting up a product plan to support the Service Department with a script, manuals and service.

5 Arnoud Vlieger, Product Engineer (April 2008)

Most proud of designing the wheeled board, the transport bag and part of the Bugaboo Donkey.

4 Joris Schubert, Industrial Designer (February 2005)

Most proud of working on the next innovative mobility project for Bugaboo to which I’ve already contributed quite a few working prototypes.

3 Marc Van Zijl, Product Engineer (June 2008)

Most proud of working on accessories and specials.

2 Annegien Polderman, Fabric Engineer (March 2008)

Most proud of Bugaboo’s development of a new product for the Dutch market that has gone on to conquer the world.

1 Wim van der Maas, Senior Draftsman (November 2011)

Sandra Huizinga, Product Engineer (August 2009): Most proud of making the challenging Bugaboo Donkey a reality, from drawing to physical product. Marijn Elbers, Product Engineer (November 2010): Most proud of contributing (as a member of the engineering team) to the new-and-improved Bugaboo pushchair. Ming-Hua Kao, Product Data Management Engineer (September 2011): Most proud of being able to make people understand how to use a PDM system. Cinthia Murillo Ortiz, Quality Engineer (October 2010): Most proud of the way things come together at Bugaboo. Sebastiaan Van Leeuwen, Quality Engineer (April 2010).

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Most proud of big achievements yet to come ;-).

23 Benjamin Cleassen, Industrial Designer (July 2011)

Most proud of being a member of a great team of engineers; making products work; and creating durable, strong products ready for mass production.

22 Jos Joffers, Senior Engineer (August 2006)

Most proud of helping to create the Bugaboo Donkey and using it with my own children.

21 Aernout Dijkstra, Creative Design Director (November 2003)

What am I most proud of? All over the world Bugaboo is well known for good, iconic design and great products.

The Bugaboo Donkey is the latest example of what I’m talking about. Our team of designers, engineers and marketers has done it again.

20 Marco Nieuwenhuizen, Senior Designer (December 2004)

Most proud of the development and launch of the Bugaboo Frog in 2001 and the first version of the Bugaboo Cameleon and Bugaboo Gecko in 2005.

19 Raoul Meerten, Design Manager (February 2000)

Most proud of being part of a young, dynamic design-driven company and of creating durable and iconic products that I see being used every day.

18 Joost Classen, Product Engineer (February 2011)

Most proud of the best ideas.

17 Dejan Kamenski, Industrial Designer (August 2010)

Most proud of being one of Bugaboo’s relatively few designers and having the feeling I can contribute to the team.

16 Anne Beeftink, Industrial Designer (August 2011)

Most proud of the arrival of sustainability!

15 Joost Glaubitz, Product Engineer (July 2010)

Most proud of working on new and fun product directions at a stage when everything is still possible.

14 Stephanie Wirth, Industrial Designer (August 2010)

master of mobility Max Barenbrug, the creative brain behind Bugaboo’s success, talks about his fascination for mobility, the essence of designing and the relentless power of creativity.

Text : Femke de Wild photography: Inga Powilleit

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You can't make a statement in an already progressive market.

It all began 17 years ago when Max Barenbrug had to come up with a graduation project to complete his education at the Academy of Industrial Design in Eindhoven (now the Design Academy). The pushchair he made laid the foundation for a product that would be coveted around the world, eventually becoming ubiquitous on our streets. Last year Barenbrug retired from his position as Bugaboo’s head designer and passed the baton to Aernout Dijkstra-Hellinga. As owner and board member, Barenbrug looks back on an eventful period which saw him build a brand that's now rock solid.

Why did you design a pushchair as your graduation project? Max Barenbrug: I wanted to do something I could make a statement with, and it would have been impossible in a market that was already very advanced. So I started looking for a market where something really needed to change. In those days, pushchairs were a huge disaster. They cost no more than 300 guilders (€136), had red frames, skinny white tyres and teddy-bear prints.

And they were also much too low for tall Dutch men. The image didn't fit: it was like seeing a guy in an apron beating a doormat. I also saw parents terribly hindered by their pushchairs.

What was different about your design? It was a revolutionary, robust product for men in response to a frumpy market. It's too ridiculous for words that the whole baby world is permeated with pink goo. Also, existing pushchairs didn’t meet all the actual needs of the consumer. You could hang my design behind your bike, but you could also walk around town with it. You could jog behind it or go hiking in the mountains with it. In fact, the product was actually ahead of its time for the market. I tried to sell the design, but nobody wanted it. So together with my business partner, Eduard Zanen, I set up a company and started manufacturing an adapted version of the pushchair. This design was just as groundbreaking, but better geared towards market demand.

How could you be sure that the product would be a success? Did you do market research to find out what the consumer wanted? You do have to look at the market, but you must never take

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the information the market provides as being the absolute truth. True, you should take it on board, but always bend it into something that you feel OK with. Do you think market research was ever done on the automobile, the light bulb or the computer? Of course not.

People must first see something before they realise they want it. As a designer, you have to believe in your idea. You must have the feeling you’re working on something 'cool'. And ultimately, you have to be an incredibly pig-headed bastard: then you'll be successful.

Does a good designer also need to be a good entrepreneur? Creativity is the most important aspect of any enterprise. Mr Benz thought it would be nice to add a motor to his horse carriage. It wasn’t some CEO who came up with that idea. It all begins with thinking up something clever which distinguishes yourself from the rest. You’ve got to figure out what the customer wants but, above all, what you can offer the customer on top of that. Then you have to determine how you position a product and how that positioning will positively influence its profit margin. A designer who's able to do that has the potential to become a good entrepreneur.

Where do you find the inspiration you need to come up with unique ideas?

I’m constantly looking around, and I rarely miss a thing. I’ve been that way all my life. If you show me a fragment of a Kadett from the 1970s, I immediately know what car it is. Images stick in my mind. Bugaboo’s strength is also that its products stand out on the street and that generates word-of-mouth advertising. The product sells itself.

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, Barenbrug s Top Five Design Gone Wrong

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Half-full disposable lighters.

Why aren’t these things full when you buy them?

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Products that don’t work.

A good example is the user interface on an average DVD player.

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Companies with bad customer service. In this case, the customer rarely receives proper assistance and often simply accepts the fact that a product doesn’t work any more.

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Social media such as Linked-In and Facebook.

Attempting to open a Spotify account recently, I found that it could be done only through Facebook. I stopped right there.

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Trends. When something’s ‘trendy', it means that tomorrow you’re going to want something different. Things shouldn’t be exchangeable. Love for an object is important.

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Cars and pushchairs generate an exciting field of tension between technology and emotion.

Did you know early on that you wanted to make things? As a child, I was always fiddling and tinkering with bicycles, mopeds and carts. One day, a friend wanted to push spikes through the tyres of his moped. We thought of a way of doing that with two outer tyres and flat-head nails. We had a lot of black ice that winter, which kept everyone from going to work or to school, but we raced over the ice at 50 km per hour. It was hilarious.

So, it was a logical choice that you went to the Design Academy? Not at all. There was nothing in the world I liked more than tinkering about, but I didn’t know I could make a living from it. I also came from a background where the expectations were that I would go into economics or law. I studied business administration for a year, which made me desperately unhappy so I decided to stop. But that meant I had to join the army. Because I couldn’t bear the thought of a hierarchical structure with officers barking orders day and night, I managed to arrange an alternative national service at cultural organisation CREA in Amsterdam.

Through the instructors there, I heard about the course in Eindhoven. I took the entrance exams and was accepted. That marked the beginning of a wonderful time in my life.

Did you know right away that you wanted to do something with mobility? I first did a trimester in the ‘Living’ department, but practically no-one in my class made it through to the next level. Myself included. I then transferred to ‘Mobility’, where I absolutely didn't shine. The focus there lay very strongly on automotive 018

design. There were boys in my class who drew amazingly well and had done so since they were six. I had no interest in automotive design, because that usually concerns the exterior of a product. I’m a conceptual designer. I think about target groups, about differentiation, about identity.

As a consumer, are you interested in cars? What I think is cool about cars is that they generate an interesting tension between technology and emotion – the same way a pram does. A car can be beautiful, but it also has to perform well. A Ferrari can take a corner at high speed, but that’s not what does it for me. Mercedes, Audi and BMW all strive for good ideas, but Mercedes is simply the best of the three. A Mercedes is sporty, comfortable and safe. That’s an extraordinarily difficult combination to achieve. What’s more, the brand is the inventor of just about everything that today’s cars are equipped with: ABS, ASR, ESP, crush space, seat-belt tensioner and airbag. A Mercedes may be expensive to buy, but it lasts a long time and its parts are inexpensive.

That timeless quality is important.

You seem to be fascinated by mobility. Where does that passion come from? It’s probably something as basic as the hunting instinct. That might sound a bit daft, but maybe it’s actually that simple. Freedom of movement is also a greater good than freedom of speech. Privacy is very important too. When I get into my car, I enter my own world, with my chewing gum and my music. Besides that, a mobility object is also very complex. It has to get from A to B while adapting to its surroundings. It has to make travel

easier for the user and make the trip more fun. It's an interesting process trying to figure how all that can be done.

What’s the design process like at Bugaboo? We work according to certain basic values. Design leads the way and determines the product concepts. Marketing validates the ideas and communicates the products to the consumer. I am highly critical and tend to go all out. When something’s not good, I start again from scratch. During the design process, form and function should continually challenge and balance each other every step of the way. Lots of designers are inclined to make a technical design and dress it up later. That’s not how it works. If you've invented something functional but you can't get it to look good, you should drop it. That means that you have to sometimes abandon your basic idea and find a new one to take its place.

That's a time-intensive and costly route, but it does lead to a design that determines the streetscape. The Bugaboo Cameleon has become an icon.

Can you safeguard that process even though you’re no longer the head designer? As owner and board member, I can ensure that my successor, Aernout, is helped as much as possible. That he has the time and the means to develop a design right down to the nitty-gritty. Bugaboo’s design team consists of eight people.

Not very many. That’s why it takes a long time to complete the development of a product, but we never make concessions. You can’t just put a product on the market and think that the actual innovative of the design will come with the upgrade. You’ve got to

Freedom of movement is a greater good than freedom of speech.

go all out if you want to differentiate yourself from the rest. Democracy or an open-forum model just don't work.

Design According to Max Barenbrug

Bugaboo has become a great success. Are there things that you would have done differently if you were able to? Personally, I wanted to be the kind of creative director that you usually find in a communications consulting firm, where the commercial director and the management team are facilitative. That’s seldom the case in the world of product design where, after a time, a designer becomes a manager and is no longer considered ‘creative’. That worked well for a very long time, but nowadays more and more inventiveness is demanded as competition increases. A company has to risk making unpredictable choices. Steve Jobs saw that clearly.

It was an enormous step for Apple, as a computer company, to decide to do something in the music industry.

That took courage and vision.

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Five Favourites

Plycraft Chair and Ottoman by George Mulhauser. A contemporary of Charles and Ray Eames, Mulhauser received far less recognition for his work, although the design of this chair was much better than that of the famous Eames Lounge Chair.

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iPhone. I’ve been very critical of Apple computers, but in terms of functionality, simplicity and multimedial possibilities, the iPhone is a perfect design.

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Mercedes 500 SEC. Most people don’t think this is a good-looking car, but the connoisseurs are crazy about it. The car has a defiant design and was far ahead of its time in terms of safety, quality and concern for the environment. To this day, it’s still the world’s bestselling limousine: exclusivity without exclusion.

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My father’s watch. The fathers of men of my generation are at the age where they are starting to die. A lot of sons cherish and wear their fathers’ watches instead of buying the latest Swatch.

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Nature. Nature has a perfect ability to adapt and manages to ensure balance in even the most built-up environment. If somewhere there's not a single tree or plant growing, humans have done something terrible wrong.

That's what's happened in the IJburg district in Amsterdam.

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Is Bugaboo going to develop something else besides pushchairs?

Yes, but I can’t go into detail about it yet. All I can say is that it will definitely be about mobility, about moving from A to B and discovering on the way how nice and handy the new product is. As with the pushchair, people will see that it's different and talk about it.

Do you really not want to design anything anymore? I can't switch off my thoughts and am always coming up with new ideas. Bugaboo’s mission and vision are products of my brain.

I built this business from the ground up. For many years I’ve been going to Asia, albeit reluctantly, to set up production lines in dark factories there.

If I'm honest, I sometimes long for the early days so the chance is great that I won’t be able to refrain from doing something new again. But next time I won’t be visiting the factories myself. I now have the great advantage of knowing how it all works.

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A company has to risk making unpredictable choices.

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Eduard Zanen, co-founder and joint owner of Bugaboo: ‘I believed in Max’s talent as a designer immediately – and in the possibilities of the product. It was especially revolutionary to combine so many functions and, at the same time, to fully integrate form and function into the design. Together we worked on this prototype that he presented as his graduation project in 1994, and we applied for a patent straightaway.

I wasn’t inhibited by any expertise in the matter, since I’d had absolutely no experience in setting up a business at that time, but I’ve always had complete confidence in the company.’

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Me and Missoni Missoni is one of fashion’s more recognisable brands, thanks to its hypnotically colourful knitted patterns. The ideal family business, with three generations involved, Missoni has conquered the world with its unique combination of passionate creativity, self-developed craftsmanship and innovative drive – a complete package that goes on inspiring the realm of fashion and far beyond.

Angela Missoni was born in 1958, the year in which the first Missoni label was sewn into a shirtdress with brightly coloured stripes. Thanks to her infectiously talented parents, Rosita and Ottavio Missoni, Angela grew up experiencing a fashion phenomenon in the making. As the present creative director of this style emporium – her inescapable fate – Angela is Missoni. ‘I literally grew up with the company. But in the early days, advertising wasn’t what it is today. Fashion was reserved for a select elite. I did realise that my parents were special; they were somewhat wilder than most of my classmates’ parents.

They had a different, more liberal view of things, and most of their friends were creative people from various disciplines.

For our family, it was all very matter of fact. As the years passed, however, our surname became more and more of a household word. My children grew up with an entirely different perception of Missoni. Their name drew a lot of

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Text: Mo Veld portrait Photography: Juergen Teller campaign Photography: Barrie Hullegie & Sabrina Bongiovanni

attention.’ Angela has a broken vertebra and ought to take it easy, but Missonis don’t take it easy. Animated and cheerful as always, she talks about her life, which is totally entangled with the family business. And the source of her vivacious character is obvious: Rosita and Ottavio Missoni are renowned for the passion and verve with which they have spun work and personal life into a single tight skein. ‘My father turned 90 this year, and my mother will be 80 in three days, but she’s still a grasshopper through and through. She doesn’t walk; she leaps! She’s enthusiastic about everything that’s new. I sincerely hope I’ve inherited that gene from her.’

Ottavio Missoni – ‘Tai’ to his friends – is the son of Teresa de’ Vidovich, Countess of Capocesto and Ragosniza, and sea captain Vittorio Missoni, a descendant of Breton pirates, according to family legend. Not your ordinary household in 1920s’ Dubrovnik, and, in

all modesty, Ottavio emphasises that he had no training in the profession he ended up practising. His mother actually let him stay in bed rather than sending him off to school – attending school would have made little Ottavio ‘nervous’. Pampering didn’t make him lazy, though, as he was to become a top-class athlete. As a participant in the 1948 Olympic Games, he made it to the finals of the 400-m hurdles in London, where he met and won the heart of Rosita Jelmini, a girl ten years his junior.

Rosita’s grandparents owned a factory that produced shawls and embroidered fabrics; her parents, Angelo Jelmini en Diamante Torrani, also worked there. Having completed her studies in modern languages, Rosita was in London to perfect her English. She fell hard for the well-chiselled athlete, who was sporting a track suit manufactured by his own company in Trieste. Rosita and Tai married in 1953 and installed a couple of knitting machines in the

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cellar of their house in Gallarate. Since 1969 the present Missoni factory, as well as the ‘family compound’, has been located in Sumirago, a town about 40 km from Milan in the northern Italian region of Lombardy.

Missoni country. Where Ottavio became so deeply involved in the art of knitting that, like a man possessed, he worked for years on end designing patterns on his cherished graph paper. Where he, as an inspired artist, ‘composed’ his psychedelic colourways – he likes to compare colours to musical notes – ultimately creating a unique Missoni language. A language of aesthetics and technique, of colour and material. Autonomous and innovative.

And Rosita? She turned his work into a fashion phenomenon. In 1967 Missoni’s first show – at Pitti Palace in Florence – was a major breakthrough. Rosita had her models strut up and down the catwalk, braless, in jersey dresses that looked transparent under the bright lights. Missoni set off a media scandal of international proportions, the kind that the burgeoning ready-to-wear fashion world relished. Six months later Yves Saint Laurent introduced his legendary ‘nude look’. Influential stylists and fashion editors – including Anna Piaggi, Emmanuelle Khanh and Diana Vreeland – adored the exciting Missoni look, and explosive growth on both sides of the Atlantic quickly followed.

‘My parents really violated the rules of fashion. I can still remember clearly the put-together look they showed in the 1970s,’ says an obviously proud Angela. “Revolutionary” might be too big a word, but they were visionaries – they were innovators. And that’s what I think Missoni should continue to be.

That’s what I’m fighting for now. Since I became creative director some 15 years ago, I’m often asked how I keep going – how I keep things fresh and new.’

Imagine trying to maintain such an artistic legacy, much less kicking it up a notch. When Angela took the helm in 1997, Missoni’s impact on fashion had waned since its heyday, owing mainly to a shift in trends from bohemian to an edgier look in the ’80s. Missoni collections had become an endless series of variations on the same themes: a kaleidoscopically colourful mix of

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famous Missoni knitting patterns featuring zigzags, waves, stripes, patchwork and flames. The label was still a status symbol, a fashion classic, but not as sensational as it had been.

Although she tried initially to elude her ‘succession to the throne’, after three pregnancies Angela made her definitive comeback to the family business.

Angela & Vittorio Missoni Jr.

‘I was pregnant with Teresa, my third child, when I said to my father: ‘I’m not going to work for the business any more. It’s just not my thing.’ My father’s always been there for me at exactly the right times, and he said, ‘No problem.

What would you like to do?’ I wanted to design jewellery, and he said, ‘Missoni is like a big hat. You can still wear

, What you re doing now is how I want Missoni to look. the hat without necessarily working together with your mother every day.’

And then a light went on in my head. I’ve always had a good relationship with my mother, but my father – who’s worked with her for over 50 years – realises all too well how dominant she is.’

At that point Angela started working on her own projects at Missoni, just as her daughter, Margherita, does today. ‘That went on until I realised that I’d completely mastered the Missoni language and was capable of developing it even further. Then it was time to say: Okay, I do love fashion.’

And my parents agreed to let me set up my own knitwear line: the Angela Missoni Collection. I made a very solid start. I developed shapes and textures, experimented with yarns and added something new every season – a print, a button – and that continued until the day my mother walked in and told me she loved what she saw. She said, ‘What you’re doing now is how I want Missoni to look.’

At the same time, Rosita made no secret of the fact that she’d lost interest in fashion: ‘You should work in the fashion industry while you’re still young and have enough energy and strength

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Missoni’s colourfully composed prints add an extra dimension to the design of the Bugaboo pushchair. The innovative and proprietary techniques used by Missoni are a perfect match for the Bugaboo mind-set and the lifestyle of modern parents.

to fight for your ideas.’ After a period of ‘doing the grandma thing’, she rejoined the business to breathe new life into the interior textile collection.

Today, at a very respectable age, she sways the sceptre over Missoni Home, a part of the company that includes a growing number of Missoni design hotels located throughout the world.

With Angela as creative director and her brothers Luca and Vittorio as heads of exhibitions and sales, respectively, the baton is firmly in the hands of the second generation of Missonis. And the third generation is just round the bend. Take Margherita, Angela’s older daughter, who acted as the brand’s red-carpet ambassadress while still at university in New York. She, too, has responded to the call of her roots and is currently working on her own projects for Missoni, such as last year’s absurdly successful collaboration with American discount retailer Target.

Fashionistas in the know are aware that for the past four seasons Missoni’s fashion-week pageants have caused a considerable stir. ‘About three years ago, around the time that the economic crisis broke out, I recall a moment of self-reflection,’ says Angela. ‘I realised that I’d gotten into some sort of systematic rut; I was playing it safe.

That thought woke me up with a thud.

I realised that during the past 15 years the big luxury groups had moved in and were dominating the stage. What’s more, Tom Ford – who’d had so much influence on fashion – had done his thing at Gucci and was no longer there.

Jil Sander was gone, Helmut Lang was gone. And I thought: I’ve been doing this for ten years now and I’m still virtually unknown as a designer. I decided then and there that it was time

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to take a risk. If I still had something to say, I had to make an effort to prove it. And that’s what I’ve done.’

For the moment, the Missoni story has come full circle. At 90, Ottavio still likes designing fabrics and collages – and is always at the service of his children, who run the business on a day-to-day basis. Although Angela Missoni is genetically tied to the business, she puts that link into her own words: ‘I believe that what I’ve inherited from my parents is the joy embedded in our roots, which are very important.

Strong roots are what you need if you want the tree to grow. That’s what I hope to pass on to my children.’

Angela Missoni on Bugaboo Angela Missoni is the mother of three: Margherita (1983), Francesco (1985) and Teresa (1988). Although they’ve grown into the wonderful young adults they are today, and Angela no longer needs a pushchair, for years she’s been dreaming of designing the Missoni Bugaboo.

‘When I had my babies, I had a real problem, because every pushchair available was downright boring.

You could get great toys, though, very strong. In those days it was all about stimulating children with colour and such, but products like pushchairs were absolutely colourless. So I painted them myself with water-based acrylic felt tips.

I was crazy about those felt tips and went totally wild colouring everything for the children.’

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The two brands worked hand in hand on the ‘Bugaboo Meets Missoni’ image campaign. Styling by Maarten Spruyt was done under the watchful eye of Missoni. Two other Dutch creatives – talented photographers Barrie Hullegie and Sabrina Bongiovanni – captured the vibrant vitality of the new product in pictures. The duo was also responsible for the art direction of a short film that underpins the international communication campaign. As we go to press, ‘Bugaboo Meets Missoni’ can already take pride in being one of Bugaboo’s most recognisable special editions.

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The story of us

In 1994 one man had an idea. It was an idea so visionary that it would revolutionise an entire industry and forever change the way we think about mobility. In the 18 years since that genius spark, our own privileged journey has taken us far beyond anything we ever imagined. It’s taken us around the world. And all the while our Bugaboo family has grown and evolved. This is the story of us…

1994 Max has an idea

While at the Design Academy Eindhoven, Max Barenbrug earns highest honours for his mobility concepts including a versatile city pushchair designed for modern urban parents. Together with Eduard Zanen he applied for a patent straight away (see page 022).

96 Mobility refined

Pushchair manufacturers reject Max’s design as too radical. So, with the help of Eduard Zanen, Max refines the concept to produce it themselves.

Defining features include: modular utility, compact foldability, 2-wheel position, reversible seat and handlebar.

1999 ‘I remember the first time Max and I went to Taiwan to meet with a pushchair manufacturer. Back home in the Netherlands, making all the moulds necessary to produce the Bugaboo would have cost us a lot of money at the time.

People at a factory in Taiwan – Lu Kuang – said they could do it for a third of that amount. Later we heard that the factory was in the hands of speculators, who must have found it convenient – no more, no less – when we arrived and generated some activity on the premises. We were still wet behind the ears in those early years. We had no idea what we were doing.’

Eduard Zanen, co-founder and joint owner of Bugaboo

1997 Kudos in Cologne

The Bugaboo 0 series prototype receives an overwhelmingly positive response at Kind + Jugend, the premiere baby and toddler tradeshow in Cologne, Germany, inspiring Max and Eduard to further enhance safety and comfort.

99 Bugaboo Classic First Bugaboo Classic goes on the market.

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2002 ‘To better illustrate Bugaboo’s mobility and perfect design, it was time for a new logo. It features the circle, which symbolises the pushchair’s epicentre and is present in all elements of the design. The three overlapping circles create the suggestion of movement and express Bugaboo’s energy and dynamics. Providing all products and forms of communication worldwide with the new logo was no easy task. For instance, long before we introduced the logo, we had to submit advertising copy for the catalogue of a major baby-products chain. That demanded a creative solution. For the very first time, we opted for a completely collapsed Bugaboo – not a logo in sight!’

Madeleen Klaasen, chief marketing officer, Bugaboo International

99 2000 Taiwan and on

bugaboo.nl First website goes online.

Manufactured in Taiwan, the first shipment of Bugaboo pushchairs is delivered to the Netherlands. The Bugaboo Classic hits the cobbled Dutch streets as the world’s first modular pushchair, redefining function, aesthetics and safety.

Bugaboo Frog

Fuelled by a passion for innovation, Max evolves the chassis of his original design, giving it a frog-like suspension –and the modular, multi-terrain, infantto-toddler Bugaboo Frog is born.

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Sex and the city

New Identity A new logo features the symbolic and dynamic form of three overlapping circles to communicate the Bugaboo ideals of mobility, movement and connection.

A cameo on HBO’s hit series ‘Sex and the City’ ignites object lust among trendsetting parents in the US.

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Salone Internazionale di Mobile

Bugaboo creates a Milan ‘daytrip’ for the Salone Internazionale del Mobile in Milan; the acclaimed annual trade show spotlighting the best in European innovation and design excellence.

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Denim part 1

Bugaboo stakes its claim to the denim trend and designs the first perfect pair of jeans... in the form of a special edition Bugaboo Frog.

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Bugaboo Daytrips

Bugaboo inspires parents to go explore, launching a free downloadable series of parent-child ‘daytrips’ in the world’s most exciting cities.

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05

Bugaboo expands its product family to include two new products for the modern parent: the fullyloaded Bugaboo Cameleon and the essentials-only Bugaboo Gecko.

Bugaboo Gecko and Bugaboo Cameleon

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bugaboo.com

bugaboo.com goes live

2005 Bugaboo By:

Bugaboo launches Bugaboo By, a travelling medium for creative statements. The inaugural effort, in cooperation with the Dutch Fashion Foundation, features a limited edition Bugaboo Cameleon by cutting-edge designer, Bas Kosters.

I t was Friday, and we needed to have fi ve navy-blue Bugaboo Frogs in NYC by Monday.

2006 Transport bag

Bugaboo creates a durable and highly manoeuvrable Transport Bag, making it easy to bring Bugaboo pushchairs along on every travel adventure.

2006 Close View

Close View brings Bugaboo DNA to life, highlighting innovation and design details that set Bugaboo functionality apart.

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New building same beliefs

Bugaboo creates a new Amsterdam HQ to accommodate a growing company.

The new space inspires design innovation, sharing and exploration.

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Bugaboo Cameleon metalic silver

To commemorate the 100th anniversary of Neiman Marcus, Bugaboo creates a wildly popular metallic silver version of the Bugaboo Cameleon.

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2004

‘“Sex and the City” – one of the most popular TV shows in America – was in full swing. Miranda, a key character, was pregnant on the show.

I knew she was going to need a pushchair soon, so I called. It was a one-minute call: “Please send photos and contacts to x email. Thank you.”

I sent the photos a minute later. I think I received a return call five minutes later saying that the head of art direction was very excited about the pushchair. It turned out that a make-up artist on set had seen the Bugaboo in Europe and had been looking for it ever since. It was Friday, and we needed to have five navy-blue Bugaboo Frogs in NYC by Monday. That was a not-tobe-missed opportunity, of course.’

‘We’ve always aimed to inspire and surprise, even as early as 2004, the year in which we developed an innovative special edition: the Bugaboo Frog Denim. The following year we introduced ‘Bugaboo By’, a travelling platform of creative statements. We put our heads together with the Dutch Fashion Foundation and selected fashion designer Bas Kosters as the platform’s first candidate. We gave him carte blanche to design his limited-edition model of the Bugaboo Cameleon: gorgeous drawings on a snow-white background. Making a completely white pushchair – the frame and all the plastic components – was a big challenge, but two years later the Bugaboo by Bas Kosters was a fact. It had been such a successful collaboration that we later teamed up to make special editions with Paul Frank, Hello Kitty, Marc Jacobs and Missoni.’

Kari Boiler, president, Bugaboo Americas

2007

Bugaboo + TNT post

The distinctive silhouette of a Bugaboo pushchair is featured in a series of Dutch postage stamps in a series paying tribute to Dutch design icons.

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Denim 007

Bugaboo is once more on top of the denim trend as it launches a special Bugaboo Cameleon collection in super soft, authentic denim.

Barber Ebbinge, specials specialist, Bugaboo International

2007

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The Baby Cocoon is introduced to provide additional neck and head support for the smallest travellers, making the compact, easy and nimble Bugaboo Bee complete and ideal for infants.

Daytrips microsite goes live

Baby Cocoon

Daytrips online

2007 Bugaboo Bee

The compact-yet-complete Bugaboo Bee is born, meeting the needs of urban dwellers that live life on the fly, and inpiring a certain group of fathers to break out in dance...

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2008

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Marc Jacobs

Bugaboo friends

Bugaboo works with fashion visionary Marc Jacobs to create 15 highly- coveted glossy black, limited edition Bugaboo Cameleons dressed in signature ‘Love Marc’ fabric.

Bugaboo creates a dynamic digital community, inviting modern parents to connect, share and inspire one another through photos, stories, ideas and films.

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Demand created by a North American love for frappes and sippy cups is met by the Cup Holder.

Bugaboo teams up with Paul Frank Industries to create funloving special edition tailored fabric sets and accessories featuring Julius, Scurvy, Clancy and other playful Paul Frank characters.

Cup Holder

Paul Frank

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Hello Kitty

Hello Kitty turns 35 and invites Bugaboo to the party. Eight limited edition Bugaboo Bee pushchairs in exclusive Hello Kitty fabric become instant collectors items.

Korea

Bugaboo opens in Korea

2008 Xiamen opening

The first Bugaboo-owned factory officially opens.

09

(Bugaboo)RED contributes 1% of its total revenue to the Global Fund to help eliminate AIDS in Africa.

Bugaboo starts partnership with (PRODUCT)RED

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2009

Bugaboo Bag

This self-standing carryall makes it easy to go anywhere you want with everything you need. The sleek design and surprisingly functional interior make it a permanent accessory – and one to be used well beyond childhood.

2010

Shade and ventilation

An innovative construction with integrated sunshade allows breezes whilst giving head-to-toe coverage. The parts of the breezy sun canopy are easily arranged to create an optimal shade solution for the little passenger.

2006 ‘Asia is the market of tomorrow.

High-end Asian consumers are totally open to exceptional products that combine attractive design, top quality and comfort – characteristics that perfectly describe the products that Bugaboo supplies. I see it as a challenge to boost the level of enthusiasm for Bugaboo here in Asia without losing sight of cultural differences in this part of the world.

For example, Asians are more careful with their babies than most Western parents. In some areas, babies are not even taken outdoors for the first month. Product demonstrations are different here as well: spontaneous applause, oohs and aahs, and hands covering mouths in surprise make it very rewarding to demonstrate the product. When I see how many more Bugaboo pushchairs are on the streets of Asia compared with the scene a few years ago, I’m quite proud.’

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Bugaboo Bee evolves

Launch of the second generation ‘compact-yet-complete’ pushchair, makes life on the fly easier than ever and grows seamlessly with your child from infant to toddler.

Asians are more careful with their babies than most Western parents.

Robbert Cohen de Lara, sales manager, Bugaboo Asia

2009

Half-a-million Bugaboo pushchairs

Bugaboo sells its 500,000th original pushchair! And to this day, the original pushchair – which established the Bugaboo brand – has reached more than one million parents in more than 40 countries worldwide. The Bugaboo Classic, Bugaboo Frog, Bugaboo Gecko and Bugaboo Cameleon have all proved that the iconic design is timeless.

2010

Metallic Silver goes global

After the success in the US Bugaboo decides to offer everyone worldwide the opportunity to hit the road in style with the Bugaboo Cameleon Metallic Silver.

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2010 (Bugaboo)

RED

iPhone Holder

The (Bugaboo)RED iPhone Holder is designed to keep your iPhone within reach while keeping your hands free while strolling with your child. For easy access, the holder attaches to the handlebar of your Bugaboo pushchair.

2010

Bugaboo and (RED)tm soccer camp

To celebrate World Cup Soccer 2010, Bugaboo and (RED)™ co-hosted a Grassroot Soccer camp in South Africa to use the power of soccer to fight HIV. The program’s objective was to keep children engaged during the World Cup and educate them on HIV and AIDS prevention.

2008 ‘Bugaboo is a famous international company. I love working here. I have been working for Bugaboo for over three years, and I am proud of being a member of this big family. As an assembly production operator, I have mastered most of the assembly tasks. Currently I am working in the off-line processing station. I really like getting the foam upholstery to fit correctly.

It’s also part of my job to make sure our team reaches its target.’

Wang Qingzhi, assembly production operator, Bugaboo factory, Xiamen, China

10 10 Britain’s Next Top Model Bugaboo is amongst (RED) products featured in the hit series ‘Britain’s Next Top Model’, hosted by international modelling icon and (RED) ambassador Elle McPherson. Each of the female contestants is challenged to do a photo shoot with a different item from the (RED) product range

Bugaboo Cameleon All Black and Off White In Spring 2010, Bugaboo launches its new collection in style with two special editions of the Bugaboo Cameleon pushchair, ready for the off-catwalk road.

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The Bugaboo Bee Sand, featuring the seat in sand and an off-white sun canopy allows for a special occasion colour statement.

Bugaboo brightens up the chilly winter months with a new special edition: the Bugaboo Cameleon Ocean. Featuring a matte black chassis, black base fabric and ocean tailored fabric set.

Bugaboo Bee Sand edition

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Bugaboo Cameleon Ocean

I am proud of being a member of this big family.

2010 Bugaboo Donkey

The Bugaboo Donkey, the first convertible pushchair for kid(s) and goods, launches at the Kind + Jugend tradeshow in Cologne, Germany, and at the ABC Kids Expo in the US.

2010 Ask-an-owner

Bugaboo Cameleon ask-an-owner Facebook app goes live.

2010

Bugaboo Cameleon all-inone-and-only campaign

The new campaign brings to life the versatility, modularity and multi-terrain features of the Bugaboo Cameleon through the personal experiences of 17 families from Amsterdam and Barcelona sharing why the Bugaboo Cameleon is their all-in-one-and only.

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Lilly Becker

We proudly present Lilly Becker as our new (Bugaboo)RED supporter for Germany.

Lilly will help us raise awareness by spreading the (Bugaboo)RED message.

2010

First US Bugaboo Store Bugaboo opens its first retail location in the United States , offering customers the full range of Bugaboo products.

Bugaboo Store 1160 East Mariposa Avenue El Segundo, CA 90245 Open Monday – Friday from 10 am – 6pm

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2011

Special Edition Colours Bugaboo launches special edition colours. A fabulous set of bright, energetic colours, reflecting the trends of 2011.

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US: Bye-bye Bugaboo Frog We bid farewell to the Bugaboo Frog. For over a decade, the iconic pushchair has helped thousands of families get out and go.

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2009

True Blue

‘Since 1 October 2009, we’ve joined forces with (RED)™ and other iconic brands for the purpose of generating awareness and funds in the battle against HIV/AIDS in Africa. We contribute 1% of our total revenue to the Global Fund. By participating in this project, Bugaboo has already helped donate antiretroviral medicine to more than 85,000 HIV-positive pregnant women, greatly reducing the chance of transmitting HIV to their babies. I love the idea that parents who buy a Bugaboo are helping a mother and child in Africa to have a better future.’

The Bugaboo Denim 107 collection offers an updated twist on one of the most popular designs to date, the Bugaboo Denim 007.

With the Bugaboo Bee Denim 107, the collection is complete.

Irene Muller, global marketing manager brand, Bugaboo International

generating awareness and funds in the battle against HI V-AI DS in Africa.

2011 Bugaboo Donkey Bugaboo launches the first convertible pushchair for kid(s) and goods.

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Bugaboo X Missoni

Bugaboo collaborates with Italian fashion house Missoni on two vibrant designs for the Bugaboo Bee and Bugaboo Cameleon.

11 11 Bugaboo in Asia

Bugaboo opens in China.

Bugaboo opens in Japan.

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(Bugaboo)RED Make a wish platform

Bugaboo By Bas Kosters An exclusive limited edition pushchair featuvring the artwork of international design icon Bas Kosters

Bugaboo launches a new Facebook app inviting everyone to make a wish for women and children around the globe and share it with the world.

2011

2011

All Black Collection

Winter Wonders

Bugaboo extends its All Black Collection for the Bugaboo Bee.

Launch of Winter accessories campaign: Winter Wonders.

2011

Bugaboo Organiser Bugaboo Organiser launches.

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Denim Accessories Denim Accessories launches.

11 2012

Bugaboo Tray

Bugaboo says BOO We proudly present BOO magazine.

Bugaboo Tray launches.

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marc jacobs: shamelessly perfect Text: Mo veld Photography: Mikael Jansson

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Manic obsessive, fundamentally uncertain, unpretentious and hopelessly impulsive: Marc Jacobs is perhaps the most unlikely ‘Golden Boy’ in the history of fashion design.

His label, Marc Jacobs – which includes fragrances, must-have accessories, a relatively inexpensive Marc by Marc Jacobs line, and Little Marc Jacobs for babies and children – is a worldwide success, with over 200 Marc Jacobs stores in some 60 countries. Not to mention the recently opened Bookmarc, a book shop on Bleecker Street in Manhattan. But it is his starring role as creative director of Louis Vuitton that’s immortalised his name. Since Jacobs assumed the position in 1997, the iconic luxury travel-accessory brand has evolved into a fashion label of fiercely coveted apparel.

have shock appeal; they’ve become modern classics. What’s shocking is the rebirth of Marc Jacobs, for wasn’t he that rather chubby, long-haired American with an arty, elite coterie of friends and, yes, a history of somewhat pathetic ‘incidents resulting from the excessive use of stimulants’?

Who is this man born, bred and orphaned in New York City? In 2001, with his irresistible charm and unerring nose for cool, he convinced Louis Vuitton to let his friend, designer Stephen Sprouse, scrawl graffiti across Vuitton’s popular pricey monogram bags. A typical Marc Jacobs stunt: the brazen mixing of high and low culture. At the time it was still a delightful nouveauté, certainly for the impeccable Vuitton.

Marc Jacobs is ashamed of nothing.

He’s even had the word ‘shameless’ tattooed on his chest, next to eight whopping stars; a red M&M character; a SpongeBob; a Simpson self-portrait; the famous ‘static TV’ scene from Poltergeist; a shrieking woman in 3D specs; a doughnut; a chocolate rabbit; his two bull terriers, Alfred and Daisy; a ‘Bros Before Hos’ credo; and the word ‘perfect’. And that’s a mere handful of the 31 tattoos he sports. As the man told Rolling Stone: ‘That’s what I think everyone should aspire to in life: being shameless.’ Marc Jacobs – almost childlike in his unbridled impulsiveness – has the extremely concrete and productive gift for making exactly those clothes that everyone is dying to wear at the very moment they hit the stores.

In 2009 this bipolar cult-collection enjoyed a revival – a remix brought out in memory of Sprouse, who had died a few years earlier. This time around, Marc Jacobs himself played the part of ‘bag model’, strutting his stuff for porn-chic fashion photographer Terry Richardson and flaunting his nude and gym-toned body, adorned with tattoos and body-paint tags à la Stephen Sprouse. The bags no longer

But without his ‘best friends’ – Anna Wintour, Naomi Campbell and Robert Duffy – things might have gone quite differently for Marc. And that goes double in the case of Duffy, who was so taken by a couple of sweaters that Marc Jacobs made while still a student at New York’s Parsons School of Design that in 1984 he signed a lifetime contract with Jacobs that made him the young designer’s business-related

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‘better half’. Duffy and Jacobs are an entity, which means that Duffy often suffers the effects of Jacobs’ insatiable personality. Wantonly chain smoking until everyone around you keels over is one thing. Collecting art for your Parisian apartment with its view of the Eiffel Tower while on the verge of personal bankruptcy is below the belt. But from the outset Marc Jacobs’ open addiction to heroin and subsequent junkie eating binges were anything but glamorous. Intervention by his powerful friends was the beginning of a brand-new Marc Jacobs.

Not only is the current Marc (the survivor of several rehab stints) addicted to the gym, a macrobiotic diet and the tanning bed – with his new ‘gay Adonis’ look as a result – on the creative scene he’s also more explosive than ever. He was on ‘The 2010 Time 100’ list as one of the world’s most influential people – muse Victoria Beckham wrote the piece that appeared in Time – and 2011 saw Jacobs named by Out magazine as one of the ‘50 Most Powerful Gay Men and Women in America’. The big buzz last summer was Jacobs’ rumoured move from Louis Vuitton to Dior, where he was to replace fallen start John Galliano – an undeniably pivotal position – but at the end of the day, no one could imagine a Louis Vuitton without superhuman supertalent Marc.

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In 2008, Bugaboo International got a phone call from Little Marc Jacobs in Paris: ‘Marc Jacobs would love to design a Bugaboo – super exclusive, 15-piece limited edition worldwide – before Thanksgiving.’ A perfect match between two distinctive, contemporary, classic brands.

Marc Jacobs took the all-black Bugaboo Cameleon as a starting point and came up with a blackon-black model featuring the cursive ‘love marc’ print from his Women’s Spring/Summer ready-to-wear collection. Six of the numbered Little Marc Jacobs pushchairs went to New York, four to Paris, two to Dubai, two to

marc jacobs: shamelessly perfect

London and one to Amsterdam: 15 models divided up fairly among Marc Jacobs stores and key retailers such as Colette and Selfridges. Thanks in part to a tweet from Jacobs fan Kanye West, the €1,500 Little Marc Jacobs Bugaboos sold like hot cakes (later one was spotted on eBay: asking price €3,000).

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Real Life

Previously published in Blend Magazine (the Netherlands), 2009 Photography: Marc Deurloo

Ultimately, it’s all about a pushchair that works well and facilitates daily life. A means of mobility that complements your personal lifestyle in all its facets. The Bugaboo transcends the notion of design to offer today’s parents the functionalities and freedom of movement they want and need.

Marc, Photographer, Amsterdam.

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Casper, Club owner, Amsterdam.

Previously published in Blend Magazine (the Netherlands), 2009 Photography: Marc Deurloo

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Maria & Steve & kids, Actress-Jeweler & fashion entrepeneur, New York.

Previously published in Blend Magazine (the Netherlands), 2009 Photography: Marc Deurloo

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Daniel, Suki & Elia, magazine guy & animation girl, Barcelona.

Previously published in NEO2 Magazine (Spain), 2009 Photography: INMA VARANDELA

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Amy, Sid & Lyla, writing actress & indie rock star, new york.

Previously published in NEO2 Magazine (Spain), 2009 Photography: JEFF OLSON

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Janika & Pepi, Model, Berlin.

Previously published in Kid’s wear (Germany), 2009 Photography: HEJI SHIN

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by bas Designs by Bas Kosters are infectiously cheerful. An interview with the most remarkable fashion designer of his generation: ‘I make what I like myself.’

Text: Bregje Lampe Portrait BAS: Diederik Meijer

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If Bas Kosters (Zutphen, 1977) could convert all the media attention he’s garnered over the years into cold hard cash, he’d be a millionaire. Kosters is a favourite of the Dutch fashion press.

And why not? He’s flamboyant and defiant. He knows what he’s talking about. He’s talented. He’s willing to explain his ideas and motives. And he’s just as enthusiastic about his Barbie collection as he is about his Chinese

Left: Bugaboo’s very first collaboration with an external designer.

Bas Kosters created a snow-white pushchair decorated with colourful comic figures. Photo by Alek.

Right: Kosters’ second design for Bugaboo was a limited-edition pushchair that was auctioned to raise money for (RED)™, a charity to eliminate AIDS. Photo by Marc Deurloo.

diet and his fanatic use of cannabis (past tense) – to the point of being high when, hounded by a deadline, he was surrounded by eight trainees engrossed in samples for the next collection.

Today Kosters is focused on the ‘roll-out of an internationalisation strategy for the prêt-à-porter collection’. Yes, that’s exactly what he said. The eccentric designer who tumbled onto the Dutch

fashion scene like an eager pup six years ago currently takes a more practical approach to his work. For the past two years he’s been concentrating more and more on the production, presentation and sale of his prêt-à-porter collections.

‘I’ve done loads of different things in recent years: illustrations, music, performances – and lots more. I’ve managed to build up an extremely varied 055

Ducking under his own design is Bas Kosters, who lives in a fascinating world – a place filled with cheerful characters and everything else he likes having around him.

oeuvre. But now it’s time to stop playing.

Pretty soon I’ll be 40, and before I get there I want to have created a healthy company. That means I can no longer spend six weeks working on one dress, party every night and show a collection whenever I feel like it,’ says Kosters. ‘I used to smoke a couple of joints every day, but I don’t do that any more. I miss it, though, that mellow state of mind.

When I retire, I’ll light one up now and then. But at the moment I have much more control over my business affairs.’

Look at it like this: Kosters is conforming to the system, and it’s stringent, to say the least. To be somebody in the fashion industry, you have to show two collections a year and guarantee prompt delivery. So every day you’ll catch Kosters working in his atelier – on the 13th floor of the World Fashion Centre in Amsterdam – from ten in the morning to seven, or later, at night.

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At the prêt-à-porter fashion week last October, Kosters showed his designs at a major trade fair in Paris; This year he’s off to Tokyo on his second trade mission. January saw him as the opening act of Amsterdam Fashion Week, and his signature was on a recent holiday collection available at high-end Dutch department store De Bijenkorf. Five years ago, Phaidon published Sample, a tome that presented talent, present and future, culled from the international world of fashion. Walter Van Beirendonck, one of the book’s ten curators, tipped Kosters as a youngster to watch.

Right now, however, Kosters isn’t making a living from the sale of his designs. You can buy his clothes at only one shop in Amsterdam and one in Tokyo. He’s in negotiations with stores in Singapore, South Korea and

Hong Kong. ‘Building a brand isn’t easy. I can’t say yet whether the way I’ve chosen is the best way. But I don’t want to end up thinking that I didn’t give fashion design a serious try.’

If it were up to Kosters, he’d make mainly what he calls ‘freaked’ pieces.

A good example is ‘monster dress’, a design from 2011. Strips of fabric flutter from a long frock that boasts the eyes and fangs of a monster. Kosters knows that only a handful of people would even dream of wearing a costume this audacious. ‘But I like making dreams. That’s what fashion is for me – a dream,’ says the designer who, in 2003, won the last Robijn Fashion Award with ‘Two Teacups and a Frying Pan’, the collection he developed as a graduation project while still attending the Fashion Institute Arnhem.

National recognition came in late 2004, thanks to Kosters’ collaboration with Bugaboo. He still gets email from people who are looking for the snow-white ‘Bugaboo by Bas Kosters’. Launched at a price of €1800, the pushchair features a fabric printed with pop-eyed, hot-pink cartoon figures. Kosters walked through Amsterdam’s Vondelpark with the pushchair, but he didn’t stop there: later he was seen steering his design through London, Paris, Barcelona, Milan and New York as well.

Kosters looks , as though he s just arrived from a distant planet where life is a barrel of laughs.

‘It stirred up an incredible storm of attention, and I don’t think it hurt Bugaboo either. I learned a lot from working with them, in part because of all the freedom they gave me. It’s a really special company to team up with.

We’ve stayed in touch over the years.’

Their continued contact eventually led to Kosters’ presentation, at his fashion show in January, of another design for Bugaboo. What’s more, the Graphic Design Museum in Breda recently acquired a pushchair and an outfit from the Kosters collection. ‘That’s a great honour. It shows an appreciation of my work as an illustrator.’

Discussing his latest work, Kosters says he’s gone ‘back to my roots’. What he’s referring to is a renewed focus on chaotic and colourful prints. His is a personal design language uninfluenced by seasons and fashion trends. Kosters often includes imaginary figures in his prints, such as cartoonish self-portraits, animals sporting enormous erections and dolls with eyes as big as saucers.

‘I make what I like myself, and the result is evidently a bizarre aesthetic.’

The same can be said of his rebellious appearance. Kosters looks as though he’s just arrived from a distant planet where life is a barrel of laughs.

‘Of course people stare at me; that’s part of why I do it. I’d really hate it if no one noticed me. Compare me to a peacock. I like to impress people with the way I look. I’m not the only fashionista who likes to show off.

In my case, though, it’s not about a Chanel bag. I’m much more likely to be seen at an opening with my stuff in a plastic bag from the supermarket.’

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Around the globe 058

From sketch to success: Working from its headquarters in Amsterdam, Bugaboo has made its way around the world. The mobility brand has grown into a company with 718 employees, all devoted to making a product that is available in over 50 countries.

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Factory Facts The Bugaboo factory was selected with great care – the same kind of care that goes into complying with rules and regulations.

Relaxing in the cafeteria and lounge area makes a welcome change from the work floor.

In 1996, Eduard Zanen invested in an academic project developed by his friend, Max Barenbrug, and soon realised that business was in his blood. He and Barenbrug have made Bugaboo into an international brand with branches worldwide and an ultramodern factory in China.

Text Femke de Wild

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When you establish your own company, it's up to you to make it a success 062

How did you two get started? Eduard Zanen: I’d known Max for a long time. In 1994, when he decided to make the very first Bugaboo his graduation project, I helped him out by welding the components together. After he’d graduated, we tried selling the design to various manufacturers, but nobody was willing to take the plunge. Since I had the utmost confidence in the product – and in Max’s talent – I decided to invest in the project.

When it came time to manufacture the first pushchairs, how did you end up in Taiwan? The essential component of every Bugaboo is the central hinge to which the handlebar is attached. That part has to be made from plastic, but we had no idea whether a synthetic material would be strong enough for a hinge with such a long lever. To test the possibilities, we had two moulds made in the Netherlands. It worked, but it would have cost a fortune to have had a Dutch factory make all the moulds required for a complete Bugaboo. A Taiwanese manufacturer – Lu Kuang – told us they could do it for a third of the price.

Did you have many problems at the outset? Too many to mention. We were still wet behind the ears back then. We had no idea what we were doing. While working with Lu Kuang on the model that we wanted to introduce at the Cologne trade show in 1997, we found out that the factory had been bought by speculators. The new owners must have found it convenient – no more, no less – that we were generating some activity on the premises. When the launch in Cologne proved successful, we had to look for another manufacturer.

We met an Australian woman whose company also made pushchairs. We worked with her on the first production line. The test models were up to our standards, but the first batch intended for retail sale was of very poor quality.

The hinge broke off because it was made from recycled plastic and the

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An absolute taboo for us is child labour, even in our suppliers' factories injection-moulding process was not up to snuff. Back home, in a Dutch warehouse in the east of the country, we drilled out all the hinges and replaced them by hand. In those days, we ran into problems at every turn.

Is that why you set up your own factory in Taiwan? One day, our Australian contact took us to her second factory, in China, in an attempt to persuade us to relocate production to that facility. We just couldn’t believe our eyes. We’d found the working conditions in Taiwanese factories reasonably adequate, but here we saw people sitting on the floor under dim lamps in a sweltering workplace. Twelve employees spent the night stacked in bunk beds in a cubicle of about 3 x 8 metres. That was a turning point for us. We decided to stay in Taiwan and set up our own factory, with a good floor, decent lighting and ventilation – in other words, ideal working conditions.

Everybody advised against it, warning that it would cost millions. But we were determined to do it our way.

How do you go about implementing your idea? We rented a large factory with a bright white interior and appointed a man with relevant work experience as director. His English was good, and he began organising things in his own rather haphazard way. We only used the factory, which we named Huo Fong, for the assembly of the various Bugaboo components, which were produced elsewhere and delivered to the factory. Max and another designer, Raoul, developed an efficient assembly

Bugaboo’s production process is a hands-on operation, every step of which is examined and supervised. Shown here is the close attention given to fabrics for the Breezy Sun Canopy, which have to be pressed with a heated iron and checked for the correct dimensions.

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We decided to set up our own factory and provide ideal working conditions line and designed the necessary carts and systems to go with it. Max stayed in Taiwan for a least the first year-anda-half after the operation began. When the factory was completely up and running, Raoul took over the reins.

Weren’t you confronted by immense cultural differences? The biggest problem concerning production in Asia is never really knowing what’s happening around you. It’s very hard to determine who’s trustworthy and who’s not. And even though we saw an increase in production volume, our costs remained the same. It turned out that our director was skimming money from the business. We sacked him immediately. His replacement, Allen Chai, is still our factory director. We had tremendous problems with our suppliers, but in the end we managed to solve every one. When more and more of our suppliers began relocating to China, we moved production to Xiamen in 2008, and Chai moved with us.

How did you deal with the working conditions you’d seen on your earlier visit to China? We had a consultancy draw up a list of all of China’s manufacturing areas. They researched how much it would cost to set up an operation in the various areas, looked into the ease of transport to Europe and investigated levels of corruption. Most importantly, they examined the working conditions of potential suppliers. We were adamnant about working only with companies that put a high priority on their employees’ wellbeing, and child labour was absolutely taboo. The factory we set up is a model of perfection. Our employees sleep in decent apartments, and we have a doctor on the premises who is available to our personnel at all times. Our workers use the very latest machinery for testing pushchairs. An entrepreneur should have the courage to back up his words with actions.

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What other qualities should an entrepreneur have? You need a huge dose of perseverance, and you should keep your expectations in check at the beginning – it’s better not to start out thinking big. You have to build a business from the ground up. Hire people that radiate an aura of entrepreneurship.

If you keep a close eye on your finances and always get several quotations for the sake of comparison, you can make it through that initial period. Keep in mind, though, that Max and I never started Bugaboo hoping to quadruple that first investment. I’m in business for the adventure. Sure, I could have bought shares in Shell instead, but then I’d be dependent on the current market value. When you establish your own company, it’s up to you to make it a success. The game of business can’t be learned: it’s in your blood.

And it’s a game that involves risks…

I prefer projects that focus on doing something really innovative. I’m not interested in a furniture company, for example. It’s got to be something that opens up new horizons. That’s what Bugaboo was. Every aspect of the design made it a product that was far ahead of its time. And every time something went wrong, Max had what it took to start all over again. You have to be a real go-getter to come up with a product that’s entirely new.

Before a Bugaboo rolls off the socalled ‘assembly line’, it undergoes a series of tests and trial runs. All Bugaboo designs are tested in a wide range of situations. Each country has safety requirements that must be satisfied.

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You have to be a real gogetter to come up with something that's entirely new

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The strolling diaries Picture by Kathleen (43) from Brooklyn, New York (US), mother of Finn (4) and James (1).

Spending time away from home with the family means making decisions that will facilitate travel from one destination to another. What do you need to take with you? What would be really handy to have?

How can you go about planning everything as efficiently as possible? Bugaboo asked customers to record their experiences in diaries and to share these reflections with others. The results include a collection of useful tips as well as moments that will strike a familiar chord with today’s parents.

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*Freedom of movement is both physical and mental.

Walking all over town can be a hassle, but it can also be a challenge – a great way to stay in shape or to go places you may not visit otherwise.

Words and picture by Antoinette Poortvliet (35) of Amsterdam, the Netherlands, mother of Dirkje (0).

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*When we flew to New York, we borrowed our friends’ Bugaboo transport bag and checked it at the airport: it was exactly the right size. We stayed in SoHo, hung out with friends, walked all over with the Bugaboo and had a great time. Kai even slept in the ’boo while we had dinner at Paul’s, one of our favourite restaurants.

We drove out to Montauk, stayed with friends, strolled around their neighbourhood with the ’boo and walked on the beach. We had fantastic seafood – our friends hosted a clambake that was simply incredible.

Words by Dana (36) of Manhattan Beach, California, USA, mother of Kai (1).

Pictures by Kathleen (43) of Brooklyn, New York, USA, mother of Finn (4) and James (1).

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*Everyone with children told us that the joys of parenthood far outweigh the inconveniences – but I just didn’t get it. Now I know that words can’t describe the sensation. Being a mother is the best thing that’s ever happened to me.

Happiness came into my life and made me a better person. I wouldn’t change a thing – not the sleepless nights, the exhaustion, nothing! All I need is my little girl.

Picture by Bernardien (33) of Rotterdam, the Netherlands, mother of Sem (4) and Tim (2).

Words by Clara (31), El Masnou, Spain, mother of Cloe (1).

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Hello Kitty turned 35 and invited Bugaboo to the party. 8 limited edition Bugaboo Bee pushchairs in exclusive Hello Kitty fabric became instant collectors’ items.

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Denim on Wheels

Text: Esther van Maurik Photography DEnham: Denham Photography Doutzen & Sunnery: Bauer-Griffin

Amsterdam is home to both Bugaboo and Denham the Jeanmaker. In discussing denim and its unexpected partnership with pushchairs, Jason Denham stresses that ‘the truth is in the details’.

‘Amsterdam shares its reputation as a major international denim capital with Tokyo and Los Angeles. Amsterdam’s up there with the big boys mainly because Dutch jean retailers have very shrewd buyers. By selecting the right brands, washes and fits, they show customers in the Netherlands a good cross section of what’s available worldwide. I’m talking about the best Italian, American and Scandinavian labels. The assortment is intelligent and assembled with good taste.

That’s certainly not something you see everywhere, and it’s what distinguishes Amsterdam from the rest of the world.’

From Japan to Amsterdam ‘In the past – I’m talking about some 20 years ago – France was an important producer of denim. With great brands like Beckaroo and Chipie, C17, Chevignon, Liberto and, of course, Girbaud, which was visionary. Girbaud is still a master, but he’s taken off for the States for a prolonged stay. Not much else has happened in France in the meantime. The following scenestealers were the Italians, with Replay and Diesel, labels that demonstrated 078

an inimitable approach to denim.

They’re still major players, but what happened next was a strong shift of focus to Japan, which brought worldwide success to Evisu, a really special brand that deserved it. Damn shame that you can no longer get Evisu jeans here in Holland. Other Japanese jeans also attracted attention because of the skilful and authentic way in which they’re made. Experience has taught me that denim trends often occur in cycles of five years or so. Every time it happens, there’s an increase in activity and interest moves to another part of the world. When Japan slipped out of prominence, suddenly all the action was in Scandinavia, home to Nudie and Acne, which became the latest brands to influence the image of denim. After that, a number of California labels reinvented denim and began marketing products that excelled in terms of both quality and price. A lot is going on in Amsterdam right now, and I really believe it’s about to happen here. What G-Star does is incredibly good, and when it comes to popularity – people tracking our every move – we can’t complain either.’

Jason Denham With a surname that’s pronounced ‘denim’, it’s hardly a coincidence that Jason Denham has evolved into a trendsetter in the world of jeans.

Before setting up his namesake brand in 2009, Denham was at the helm of Clinic+, a denim consultancy, and was the man behind premium jeans brand Blue Blood. The logo of the Denham label – ‘Denham the Jeanmaker’ in full – is a tailor’s scissors. ‘It’s the same scissors I used to cut my first pair of jeans some 20 years ago,’ says the designer and entrepreneur.

Which in no way implies that Denham is standing still. As the brand’s mission emphasises: ‘Worship tradition. Destroy Convention’.

Left: Jason Denham in his atelier.

Middle & right: Amsterdam Denham Concept store.

A lot is going on in Amsterdam right now, and I really believe it's about to happen here.

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Left: The London Denham store.

Right: Doutzen Kroes and Sunnery James with their Special Edition Denham Bugaboo pushchair.

Bugaboo invited Doutzen Kroes to sketch the pushchair of her dreams.

New Generation ‘For me, Denham the Jeanmaker is absolutely a dream come true. There’s nothing I’d rather be doing. I’ve always dreamed of building a signature brand, and it’s fantastic. The fact that we picked Amsterdam as Denham’s home base is not without reason. Along with the assortment of jeans in the stores here, the street scene is also deeply inspiring. Amsterdammers have a feel for jeans – they understand how to wear denim. What I find even more interesting is a brand-new generation that’s passionate about denim. The guys and gals who work in our stores are a good example. They simply couldn’t love the product more, and they’re curious about the story behind it. These are youngsters in their early 20s – I call them the ‘new generation’. They’re children of an era in which all information is instantly available and shared. They learn fast – that’s clear. Did you hear about that young man who was blindfolded and taken to the Best of Brands shop in Hoogland, where he identified all the jeans on the premises by feel for a Dutch TV show? Did you happen to see it? Absolutely incredible; the kid named 080

all 15 labels correctly. I enjoy sharing my passion for denim with young people.

It’s great to see that the latest generation has a good grasp of what Denham is doing with fits, fabrics and washes.

And that they appreciate our efforts.’

Bugaboo ‘About ten years ago, while I was still running a consultancy called Clinic+, I worked on a special denim edition of Bugaboo. It was Bugaboo’s first denim item, but it’s now part of their collection.

I really enjoyed being involved in that project, and I was glad when Bugaboo contacted me again. Bugaboo had invited Doutzen Kroes to sketch the pushchair of her dreams; her preference was a denim Bugaboo, but she wanted the fabric to undergo the same treatment as the denim we use for our jeans.

Working side by side with Doutzen and her husband, Sunnery James, we went through the Denham collection and made a selection of the qualities that appealed to them. We all worked together to make a really good-looking product. For this Doutzen Kroes and Bugaboo project, the Dutch model opted explicitly and solely for exclusive, expensive Japanese

denims. She has excellent taste in denim – or should I say ‘Denham’?’

‘We made an initial model using solid denim, for a clean look, with which we covered the Bugaboo. The later version that we made together with Doutzen features prewashed and prefinished denim – already faded and bleached – with visible pockets and other familiar jean details added. A very successful design, if you ask me.’

‘We made a total of four of these special-edition Bugaboos, one of which was on display in our store for a weekend, to show the kind of thing we’re into. It sparked a lot of requests for more. Well, never say never. Our motto is: The truth is in the details. As long as it’s honest and real, I’m open to anything that comes my way. As a designer, I also have a personal passion for furniture and interior design – and I’m mad about architecture, so I’m always watching what’s happening in other disciplines.

Who knows what the future will bring!’

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When Bugaboo met (RED) ‘Phenomenal’, ‘pure’ and even ‘poetic’ is how Bugaboo was described

by U2 frontman Bono and (RED) CEO Deborah Dugan on World AIDS Day 2011, as a major goal in the fight against the deadly pandemic was announced. Science, statistics and reports from doctors on the ground all tell the same story: by 2015, the number of babies born with HIV in Africa could be virtually zero. This heralds the beginning of the end of AIDS; a remarkable but more importantly attainable goal in which (RED) and its partners – including Bugaboo – play a powerful role. text: Pip Farquharson Photography: Marcel van der Vlugt

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Bugaboo is just terrific... and offers a very poetic choice. (RED) and Bugaboo are a powerful partnership.

- Bono

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“6.6 million are now receiving life-saving anti-retroviral medication. That’s up from 100,000 in 2002,” enthuses Deborah. “We’re on the cusp of a major milestone. And if by 2015 we can virtually eliminate the transmission of HIV from mums to their babies, it could be the year we see the emergence of the first AIDS-free generation for 30 years.

We still need to get anti-retroviral drugs to 1.4 million HIV-positive pregnant women but that medication costs just 40 cents (€0.30) per day: that’s why we feel it’s within our grasp. There’s figures, it’s doable. We all just need to rally.”

It was in 2009, that Bugaboo joined the ranks of other iconic brands such as Apple, Nike and Converse to become a (RED) partner after Princess Mabel, daughter-in-law of reigning Dutch monarch Queen Beatrix, saw the huge potential in a collaboration between two brands with shared values and vision.

“Like Bugaboo (RED) tries to be a bit provocative through great design, great graphics and optimism. We don’t tend to show a lot of people dying because we want to motivate people. We want people to feel that there’s hope,” says Deborah. “(RED) is actually a really innovative business model. Charities usually say: we want your money. We, on the other hand, try and engage consumers to do something that will trigger a company into having to give.

We make it easy for them to become conscious consumers, and if they get a (RED) iPod Nano instead of a white iPod Nano, they’ll feel good about themselves. It’s an unusual business model in that you’ve got the world’s most iconic corporations and their fantastic marketing departments working for the world’s poorest people. But it works.

In fact, Devex just announced that we’re the number one cause on social media with over a million followers on both Twitter and Facebook. Add to that the social media might of our partners and we’re 70 million strong.”

Madeleen Klaasen, Chief Marketing Officer of Bugaboo International remembers how Bugaboo was drawn to (RED) “because of its unique way of enabling conscious consumerism.

The core mission of (RED) – protecting the family – perfectly mirrored what was at the heart of Bugaboo; helping families stay mobile, active and healthy

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The World Turns (RED) On Thursday 1 December 2011, the 30th anniversary of World AIDS Day was marked all around the world with the theme Getting to Zero: Zero New HIV Infections, Zero Discrimination and Zero AIDS-Related Deaths.

To raise awareness of the goal of achieving an AIDSFree Generation in 2015, some of the world’s most iconic landmarks turned (RED) in spectacular fashion including the Sydney Opera House, London Eye, New York’s Empire State Building and Table Mountain in Cape Town. While (RED) launched an amazing digital quilt at www.2015quilt.com where anyone can create a unique panel and declare their commitment to helping bring about the beginning of the end of AIDS. Notable supporters who have made their own panel so far include Oprah Winfrey, Justin Bieber, Annie Lennox, Coldplay, The Killers, The Black Eyed Peas and, of course, U2.

I t moves you when you have a company that's as dedicated as Bugaboo.

- Deborah Dugan

The idea that a Bugaboo purchase gives mums the ability to help other mums get treatment just makes so much sense.

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and, in particular, focusing on mother and child. People always want the best for their children, despite the economy, and through our (RED) partnership we are helping them get the best for them as well as for other less fortunate children around the world – at no extra cost. Additionally, the (RED) team are very passionate about what they do and always strive for excellence. In this way, it has very much been a meeting of the minds when the two teams work together.

That’s also what makes it such an enjoyable and rewarding process.”

Right from the start, Bugaboo has contributed 1% of its total revenue across its entire product range – the only (RED) partner to do so. This goes directly to the Global Fund which invests in African AIDS programmes.

This means that every product sold – from a pushchair to a cup holder – counts and makes a difference. “(RED) is modern, it’s about design, and it’s must-have! People look up to (RED),” explains Deborah. “That’s why we look at each company and carefully select who gets to be (RED). I think Bugaboo is as pure a model as you can get – as well as a phenomenal partner.

Because for them this isn’t a project or something one-off. They’re saying: we’re turning our entire company (RED).

So it doesn’t matter what product you buy, all contributions go directly into the Global Fund – (RED) doesn’t touch one cent – and it’s that kind of commitment that will help make this 2015 goal a reality. That’s a statement about Bugaboo’s DNA; about who they are as a company. And the idea that a Bugaboo purchase gives mums the ability to help other mums get treatment just makes so much sense.”

“In fact, I just got back from visiting clinics in Ghana that are supported by (RED) funds. From the 180 million USD (134 million euros) that (RED) has generated for the Global Fund through our partners, more than 50 million USD (€37 million) has gone into Ghana. You really see what a difference we make.

If you think how money goes directly to the Global Fund from every Bugaboo product to help somebody in dire need, it’s just such a straight correlation. It moves you when you have a company that’s as dedicated as Bugaboo.”

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Killer Tunes Every year since 2006, American rock band The Killers have released a special (RED) Christmas song as a digital download via iTunes, with a percentage of the proceeds going directly to the Global Fund. The tracks are: A Great Big Sled (featuring Toni Halliday); Don’t Shoot Me Santa; Joseph, Better You Than Me (featuring Elton John and Neil Tennant of the Pet Shop Boys); ¡Happy Birthday Guadaluupe! (featuring Wild Light and Mariachi El Bronx); Boots (a wonderful nostalgic retelling of film classic, It’s A Wonderful Life); and this year’s release, The Cowboys Christmas Ball. All six are available on the KILLERS (RED) CHRISTMAS EP which can be downloaded from iTunes for $5.99 (€5.99); individual tracks cost $1.29 (€1.29).

Number One Co-founded by Bono, Bobby Shriver and other activists, ONE is a grassroots advocacy and campaigning organisation that fights extreme poverty and preventable disease, particularly in Africa.

There's figures, it's doable.

We all just need to rally.

- Deborah Dugan

On 1 December 2011, that dedication was rewarded when Bugaboo co-founder Eduard Zanen and CMO Madeleen Klaasen were invited to attend an exclusive World AIDS Day event in Washington organised by ONE and (RED). Speakers included US President Barack Obama and former US President Bill Clinton (live by video link). During the programme, which also included a panel discussion on The beginning of the end of AIDS, featuring Bono and Alicia Keys, three key new (RED) partners were announced: The Coca-Cola Company, SAP and América Móvil with the Carlos Slim Foundation.

At the close of the event, along with all (RED) partners, Bugaboo were invited on stage by Bono, accompanied by a few personal words from the U2 frontman: “Bugaboo is just terrific... and offers a very poetic choice. (RED) and Bugaboo are a powerful partnership.”

For more information about (RED), visit www.joinred.com For more information about the Global Fund, visit www.theglobalfund.org

About (RED) “Philanthropy is like hippy music, holding hands. (RED) is more like punk rock, hip hop...” said Bono, on launching (RED) at the World Economic Forum in Switzerland in 2006, which he founded with Bobby Shriver from ONE. An innovative fundraising paradigm, (RED) turned traditional philanthropic models on their heads by its commercial approach: driving corporate profits into the fight against AIDS by harnessing consumer power. (RED) works by allowing its partners – some of the world’s best brands – to make unique (PRODUCT)RED-branded products. A percentage from the sales or profits of the products go directly to the Global Fund to Fight AIDS, Tuberculosis and Malaria, which started operating in 2002. To date, (RED) has raised more than $180 million (€135 million) for the Global Fund.

On World AIDS Day 2010, (RED) launched The AIDS Free Generation is Due in 2015 campaign. (RED) joined the global health community in raising funds and awareness to help eliminate mother-to-child HIV transmission by 2015 and, in doing so, are helping to realise the first AIDS-free generation in nearly 30 years..

French Connection

Kennedy Connection

Carla Bruni-Sarkozy, wife of French president, Nicolas Sarkozy, is the Global Fund’s inaugural Ambassador for the Protection of Mother and Children against HIV/AIDS.

(RED) co-founder Bobby Shriver is also the co-founder of DATA, now ONE. Before that he produced A Very Special Christmas album generating 100 million USD (€75 million) for the Special Olympics, which was founded by his mother Eunice Kennedy-Shriver.

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Bugaboo teamed up with Paul Frank Industries to create fun-loving special edition tailored fabric sets and accessories featuring Julius, Scurvy, Clancy and other playful Paul Frank friends.

Julius, Scurvy and Clancy

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The Bugaboo Cameleon is one of Bugaboo’s best-known products.

The ingenious design has dozens of visible and invisible functions, which work to full advantage in sync with the pushchair’s many possible positions.

Bugaboo went to Paris to ask prominent French photographer Grégoire Alexandre to capture the Bugaboo Cameleon’s special features on film.

A peek behind the scenes at the Bugaboo Cameleon ‘all-inone-and-only’ shoot in Paris.

Text: Jolanda Smit Images: Grégoire Alexandre

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The purpose-made white mise en scène used for the shoot consisted of thousands of polystyrene-foam components.

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The versatile, modular and multiterrain Bugaboo Cameleon takes you everywhere you want to go.

The most striking functionalities of the Bugaboo Cameleon, as photographed by GrĂŠgoire Alexandre: Quick and easy manoeuvrability. Big wheels forward take on rough terrain. Two wheel position for gliding through sand and snow. Small swivel wheels forward for a smooth ride.

Reversible and reclinable seat.

Independent seat & carrycot.

From infant to toddler. Compact fold. Car seat compatible.

Reversible and height-adjustable handlebar. Adjustable suspension.

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An abstract landscape, complete with palm trees and skyscrapers.

Paris-based Grégoire Alexandre likes to work on projects that invite him to push the envelope. Originally from the French city of Rouen, Alexandre graduated from the École Nationale Supérieure de la Photographie in Arles, where he laid the foundation for his further career and developed a fascination for all things eclectic. His work, an exploration of various creative disciplines, has appeared in magazines such as Wallpaper*, BeauxArts and Intersection. Before shooting the Bugaboo Cameleon ‘all-in-one-andonly’ campaign, he had photographed special set installations for Nike, Citroën and Absolut, among others.

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The Frenchman photographed an abstract landscape, complete with palm trees and skyscrapers, that featured Bugaboo Cameleons in a range of distinctive positions. The conceptual setting, created from white blocks of polystyrene foam by set designer Jean Michel Bertin, was the ideal backdrop for displaying the pushchair as a multifaceted means of mobility suitable for all sorts of environments. The All Black Bugaboo Cameleon stood in stark contrast to a pure-white mise en scène that showcased its versatilty to full effect.

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Top left, middle: Installation, 2008.

Bottom: 1, 2, 3, Laurent Edmond, 2003.

Right: Perspectives, Wallpaper* 2008.

A fascination for all things eclectic.

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Top: Perspectives, Wallpaper* 2008.

Left: Installation, Télérama, 2009.

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Bee around town There’s no better way to explore a city than to gather tips from the people who live there. Parents who love to get out and about with the family will also love the day trips that Bugaboo has compiled for various cities, thanks to advice from local artists and parents. Go to our website, where you can download any of the dozens of city trips worldwide, absolutely free. We also invite you to add personal experiences and suggestions. The debut issue of BOO offers a selection of the very best. Grab the kids and go with us to Rome, Toronto, LA, Paris an New York.

Bugaboodaytrips.com

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Illustration: Lorenzo Petrantoni

Rome Buon giorno

01. Amidst the labyrinth of narrow Italian alleyways, the Piazza San Lorenzo in Lucina is a great find. Room enough for you and your Bugaboo at one of the piazza’s outdoor cafés. Watch Rome wake up as you enjoy a cappuccino and cioccolato.

— Piazza San Lorenzo in Lucina — Teichner, 17, 06 687144 — Ciampini, 29, 06 6876606 — Vitti, 33, 06 6876304, www.caffevitti.com 04. In Rome, classical Italian buildings blend seamlessly with modern architecture, and the same applies to what you see at Museo dell’Ara Pacis. The designer of the long-awaited museum, American architect Richard Meier, has created a spacious, lightfilled building that houses the Altar of Augustan Peace. Get lost in a sculptural sphere of marble cherubs and historical figures.

— Museo dell’Ara Pacis, Lungovetere in Augusta, 06 82059127, www.arapacis.it 07. Villa Borghese Park. Providing a welcome change is the city park, an ideal detour away from the whirlpool of urban excitement. The 260-hectare Villa Borghese Park is big enough to accommodate open-air music performances, museums, cafés, botanical gardens and a zoo. The lush Pincio Gardens at the western edge of the park feature lovely views of the city. Don’t miss the 19th-century water clock and the San Carlino puppet theatre.

— www.villaborghese.it — www.romabeniculturali.it/villeparchi

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Illustration: Robert Nakata

toronto 02. The very first pair of Manolo Blahnik designer shoes is on display at the Bata Shoe Museum in Toronto. Architect Raymond Moriyama created the award-winning building, which resembles an enormous shoe box. The museum’s youngest visitors have a choice of activities, including painting Dutch clogs, wearing clown shoes and learning how early Canadians decorated their moccasins.

— Admission: CAD$14/adult, CAD$5/children 5-17 years inclusive, free for children under 5. Monday, Tuesday, Wednesday, Friday, Saturday from 10 a.m. to 5 p.m.; Thursday from 10 a.m. to 8 p.m.; and Sunday from 12 p.m. to 5 p.m., www.batashoemuseum.ca 04. Combine culture and fun by starting at Mooseconstrue, a sculpture by Canadian artist Charles Pachter, and making your way to the Ontario College of Art & Design (OCAD) University, which features a boldly raised volume that looks like a huge black and white block made from Lego building bricks. Stroll a bit farther and you’ll find a climbable sculpture in front of the Art Gallery of Ontario (AGO), a building extended and renovated by Frank Gehry. Inside you’ll find changing tables and a private nursing area.

— Art Gallery of Ontario, 317 Dundas Street West. Regular hours: Tuesday, Thursday, Friday, Saturday, Sunday from 10 a.m. to 5.30 p.m.; Wednesday from 10 a.m. to 8.30 p.m., www.ago.net 07. Another great sightseeing spree centres on the vicinity of Queen and Spadina Streets, which finds you amidst the hustle and bustle of Toronto’s Chinatown. Look for eclectic clothing stores in the Kensington Avenue area, which is also home to the renowned Kensington Market. A vibrant mix of Jamaican, West Indian and Portuguese influences colours the ethnic history of this part of town.

Former merchant stands have evolved into cool shops that are sure to pique your curiosity.

— Kensington Avenue, Augusta Street and Baldwin Avenue

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Los Angeles 02. Don’t overlook the Bradbury Building – a consummate example of Victorian-era architecture – on your day trip to downtown Los Angeles. If you’ve seen Blade Runner, you may recognise the building as part of the film’s backdrop. Admire the sun-flooded atrium, with its Art-Nouveau grillwork and hydraulic cage lifts.

— 304 S. Broadway Open every day but Sunday from 9 a.m. to 5 p.m.

05. Established in 1979, MOCA is the only Los Angeles museum devoted exclusively to modern art.

Among MOCA’s collection of over 5000 works are Nancy Rubin’s 17.5-m-tall sculpture, composed of aeroplane parts, and Yushitoma Nara’s The Little Wanderer, a mechanical tot that darts to and fro.

— 250 S. Grand Avenue Open Tuesday through Sunday from 11 a.m. to 6 p.m.

10. If you’ve parked on Broadway (as suggested on the Bugaboo website), a grand way to get back to your car is to ride the subway.

Step inside Union Station, a splendid Art-Deco building, and head downstairs to the Red Line. For a base fare of US$1.50 – a day pass costs $5 – you can whizz around LA in no time.

— Union Station - 800 N. Alameda Street

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02. Three centuries ago, Palais Royal and its magnificent gardens formed the beating heart of Paris.

Pass the arches of Place Colette, and be surrounded by a dozen of 20th century black and white striped columns. Varying in length up to 1.25m, one of the columns rises from a wishing well. At Boutique du Palais Royal you can find marionettes, wooden toys, music boxes, and other antique finds.

— La boutique du Palais Royal, Jardin du Palais Royal, 9 Rue de Beaujolais

03. For more than 100 years, Rue Saint-Honoré 256 has been the location of the best freshly roasted coffee and the most sophisticated blends of tea in Paris. On entering, you are overwhelmed by heavenly aromas, not the least of which wafts your way from the establishment’s homemade cheesecake.

A few steps further on the same street is the retail boudoir of ‘the queen of love’, Chantal Thomass, celebrated for over four decades for her exquisite and provocative lingerie. Next door, at number 213, you’ll find internationally famed concept store Colette.

— Rue Saint-Honoré 256 — Chantal Thomass, Rue Saint-Honoré 211 — Colette, Rue Saint-Honoré 213

04. On weekends you can rent a miniature wooden sailing boat and let it drift across one of the large ponds that draw visitors to the Parc des Tuileries. When the boat reaches the other side of the water, it’s time to whisk the little ones out of the Bugaboo and onto the ponies waiting to take them for a supervised ride around the gardens. Other attractions include an antique merry-go-round, playgrounds and trampolines. Enjoy a relaxing break at the austerely designed timber-and-glass Café Véry.

— Café Véry, Jardin des Tuileries, Place de la Concorde

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New York City Chinatown 03. Savour the sweet treats and traditional Chinese pastries on display at the Golden Fung Wong Bakery. The place may be small, but its reputation is huge, as evidenced by the continuing crowd of customers. The bakery’s almond cookies, lotus-paste mooncakes and fortune cookies are absolute musts. Careful when ordering fortune cookies, though – there’s an extremely naughty adult version with messages far too raunchy for kids.

— 41 Mott Street. Open daily.

06. The Mott Street fish market is a sea of stands heaped with slithery fish on ice. In addition to freshwater and saltwater fish, you’re sure to spot buckets of frogs hopping to vie for the kids’ attention. The fishmongers’ ‘fragrant’ displays include trout, shad, salmon, bass and eel – some as long as a man’s arm.

— Mott Street, between Hester and Grand Streets

07. Strolling even deeper into Chinatown, you come to the Storefront for Art and Architecture, the work of artist Vito Acconci and architect Stephen Holl, whose building boasts a long, narrow façade composed of geometric forms, bringing to mind a jigsaw puzzle. The individual façade panels pivot open – especially handy in the summer – to reveal an exhibition space for experimental architecture.

— 97 Kenmare Street. Open Tuesday through Saturday from 11 a.m. to 6 p.m. www. storefrontnews-frontnews.org

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New York City Chinatown Sharing experiences is important to Bugaboo, and tips for city trips are one way the company can share information with its online audience. Explore New York’s Chinatown guided by Bugaboo’s friends Marivi, Micah and baby Isabella.

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‘We had a ton of fun in Chinatown on our day trip. While the weather was a little cold, we were still able to enjoy the city and Isabella was kept warm in her Bugaboo foot muff. We started our day by taking the F train to the East Broadway stop and then checked out the “pagoda-style” building on the corner of Canal and Centre Streets. Though the building was masked with scaffolding, we managed to enjoy the mix of east meets west architecture that the building is known for. The streets were ridiculously packed, tourists everywhere trying to purchase fake Rolexes for the holidays.

The Golden Fung Wong Bakery was a nice escape from the packed crowds.

After buying a few sweets to take home, we made a short stop and hit the playgrounds at Columbus Park. Isabella loved the swings. By then, we were starving and ready for some dim sum.

We made our way to stop #5, Jing Fong Restaurant. Isabella ate a whole pork bun by herself and we managed to enjoy loads of shrimp, beef and rice dishes. We were then ready for a walk and ventured out into the cold. We saw the live seafood on Mott Street, between Hester and Grand. From there, it was off to Kenmare, which was a nice way to get off the beaten path and enjoy some architecture that as native New Yorkers, didn’t even know existed. We fully enjoyed our daytrip, despite the narrow streets, chilly weather, and crowded blocks, it was a wonderful way to spend the afternoon.’

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From Doodle to Donkey

I have the nicest job in the world.

After years of great dedication, perseverance and confidence on the part of Aernout DijkstraHellinga – Bugaboo’s new Creative Design Director – the Bugaboo Donkey was born.

Text : Femke de Wild photography: Diederik Meijer

‘When I got the chance to join Bugaboo in 2003, I had my doubts,’ admits Creative Design Director Aernout Dijkstra-Hellinga. ‘But I’ve not regretted it for a minute. I have the nicest job in the world.’

After graduating as an industrial designer from Delft University of Technology, Dijkstra-Hellinga went to work for npk design in Leiden. In his relatively short stint there, he worked on large-scale public projects like bridges and bus stations, as well as on medical devices, keyboards and even toothpicks. That's why it was such a bold move to go and work for a company that spent a great deal of time perfecting a product before putting it on the market. ‘At npk, I had no idea what the client thought of my work and missed getting feedback from the user,’ he says. Here at Bugaboo we get fan mail from customers who send 116

pictures of their pushchairs instead of their new-born babies.’ Bugaboo gave Dijkstra-Hellinga a chance to focus all his efforts on developing a new, revolutionary pushchair. Then, at the beginning of 2011, after years of intensive work on the Bugaboo Donkey, he was asked by founder Max Barenbrug to take over his role as creative design director.

‘Design is the number one priority at Bugaboo, and the designer is involved in all the decision-making,’ says DijkstraHellinga. ‘In many companies, the marketing department gives the design department the task of designing a specific product within an established time frame. It’s an approach that takes you forward, step by step, but it doesn’t cause a revolution. The mindset is different at Bugaboo.’ Every new Bugaboo design has to comply with the company’s 'DNA'. No matter how

complex a product is, the end result must have a simple form that's intuitively understandable. Form and function go hand in hand. The design should be recognisable, yet at the same time offer unexpected possibilities: after all, the customer should get years of enjoyment from it. ‘To achieve that, we never take the well-trodden path,’ he says.

‘We’d rather brave unknown territories.

It's much more exciting. You have no idea what you’ll find along the way.’

The design process of the Bugaboo Donkey was a long journey during which unexpected ideas led to unforeseen problems and, finally, innovative solutions. ‘We wanted a perfect single pushchair and a perfect double pushchair in one,’ recalls Dijkstra-Hellinga.

‘If you combine two functions, you often have to make concessions. A combi-microwave is usually smaller than

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... years is how long Aernout DijkstraHellinga and Max Barenbrug spent working on the Bugaboo Donkey.

01. Following an initial brainstorming session in 2005, a team of designers developed ideas for a double pushchair that could be converted into a single pushchair. Next to the logo was a little spider, thus the working title of the project: ‘Spider’.

01.

02. One of the first problems was how to position the seats in relation to each other. Two seats in tandem would make the pushchair nearly two metres long and impossible to steer. The solution was to position the two seats side by side. Two carrycots also had to fit next to each other, the seats had to be able to face forwards or backwards, and the pushchair had to be collapsible.

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... components are in every Bugaboo Donkey.

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... quality checks are carried out on every pushchair during production

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03. The drawing on the right shows a wider seat. In its final design, the team considered future models with, for instance, capacity to carry even more bags or heavier children.

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04. Studies show the efforts made to achieve the optimal form for the seats. Making the bottom of the seat narrower than the top, didn't result in less comfort but it did save space widthwise.

05. Another brainstorming session focused on new ways to transport things – besides babies – in the Bugaboo Donkey. The model shown here does, coincidentally, hold a donkey. The design got the name 'Donkey' because every pushchair that Bugaboo makes is given the name of an animal.

The world 'Donkey' makes you think of a 'beast of burden', an apt description for a pushchair capable of carrying two children and a mountain of baggage.

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Bugaboo designers go all-out no matter what the product. a standard oven, so a whole chicken won't quite fit in. There’s no room at Bugaboo for such concessions.’

First they had to figure out how to position the two seats in relation to each other. ‘Children always want the same thing, so if one sits above the other it's bound to cause an argument,’ says Dijkstra-Hellinga. ‘Then if you put two seats in tandem which both have to recline for sleeping, the pushchair would be two metres long and impossible to steer. That's why the children should sit next to each other and, above all, be able to face forwards as well as backwards.’

But how do you construct a pushchair that converts from a single pushchair into a double pushchair? The initial concepts featured a single seat in the middle on a tube – ‘because seats are always in the middle’. The tube could be extended at 118

both ends to create a double pushchair.

You remove the seat, turn down the seat’s attachment mechanism, turn up a corresponding mechanism, and add the second seat. It was a task and a half and, from a technical point of view, a far too complex construction. In the end, one seat was placed on one side and the pushchair extended on the other side so a second child could be placed there.

‘Now the Donkey is finished, the design seems obvious, but every option emerged after solving a problem, and each solution brought with it a new problem to solve.’ In the mono-position, for instance, the pushchair had too much room next to the seat – extra space that couldn’t be reduced because of technical requirements. But we quickly came up with the idea of optimising the space with a handy luggage basket. ‘We’d now found the ideal

concept,’ Dijkstra-Hellinga says. ‘But that’s when the challenge really began.'

‘A pushchair should be narrow enough – in mono-position – to fit through any door. That means that every component had to be looked at again,’ he continues, while walking over to a Bugaboo Donkey and pointing out all sorts of clever design tricks. The control buttons had to be moved, the seats had to be tapered, the fabric had to be attached in another way, and the engineers were asked to make all the technical components as small as possible so as to take up the least possible space. And then to make it easy to put the pushchair in two-wheel position – handy for walking along the beach or up a hill – and above all, simple to collapse, an ingenious hinge was developed. 'Max and I spent an entire month drawing profiles in order to get the most compact, collapsed

06. The shape of the carrycot was also extensively scrutinised because it absolutely couldn't resemble the outline of a little coffin.

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07. Having determined the overall shape of the pushchair, countless others details had to be developed further. The wheel and the suspension especially required a lot of research, because the capacity of the design had to be twice that of previous Bugaboo models. Another concern was the asymmetric load of the pushchair – as it would be used to transport children of different ages, or one child with baggage next to them – which could affect the way the pushchair handled. This all had to be taken into account when designing the wheels.

07.

We'd rather brave unknown territories.

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09. Aernout Dijkstra-Hellinga spent an entire month drawing profiles of the collapsed Bugaboo Donkey in order to get the most compact, collapsed form as possible. It was a complex undertaking because the modification of even one variable, shifted all the proportions.

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We solve problems that people don't even know they have until after they've used our products.

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'A company has to believe in its design team and trust that the team will come up with a brilliant product,’ says Dijkstra-Hellinga. ‘Designers are taught to analyse human behaviour.

We can find solutions to problems that consumers don’t even know they have until after they’ve used our products.’

In the future, the new creative design director sees two major challenges for the company: ‘We’re currently working

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The design process that led to the Bugaboo Donkey is by no means unique. Bugaboo designers go all-out no matter what the product and everyone who works at the company is asked for – what they themselves call – ‘unfailing dedication’.

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form as possible,’ he says. ‘I was almost ready to throw in the towel when, all of a sudden, we found the answer.’

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10. A graphic representation of the relationships between the various components of the Bugaboo Donkey. This complex diagram shows how each change influences the design as a whole.

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on something new in the field of mobility with totally different products than what consumers expect from us, but they will be just as revolutionary.’

Besides that there are also a number of pushchairs in the planning. ‘Consider what we’re up against,’ says DijkstraHellinga. ‘It’s a huge challenge to make every new product worthy of the Bugaboo label. Everything we do should have that instant 'wow factor' but also be something you can’t imagine ever doing without.’

Designers are taught to analyse human behaviour.

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11. For internal presentations, evocative sketches were made that showed how the consumer would operate the pushchair in real-life.

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For years the Bugaboo pushchair has been the ‘best friend’ of many parents – a pushchair that accompanies them everywhere they go, from city to beach to overseas. Made to last, Bugaboo pushchairs are durable, and they keep their value. Expectant parents who buy a used Bugaboo at an online marketplace can also look forward to hopping from one destination to another, enjoying the freedom of movement provided by these extraordinary pushchairs. The functional design has a timeless appeal, and the fabric covers can be styled to suit anyone’s taste.

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To tell the story of the Bugaboo Donkey a moving carousel was created. The installation travelled to several cities and stood at the heart of the global communication campaign.

The carousel presents the convertibility of life in its most exciting way starring the Bugaboo Donkey. In the ongoing installation, the Bugaboo Donkey converts from mono to duo to twin position, whilst loading and unloading goods. A peek behind the scenes.

Text: Jolanda Smit making of Pictures: Anything is Possible

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click Construction on the carousel took place in a warehouse deep in Dutch polder land – in absolute secrecy. For the international introduction in Amsterdam, as well as for showcases in Berlin and New York, the carousel had to be assembled, dismantled and reassembled, a process that took a week each time.

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Instead of presenting the Bugaboo Donkey in photographs, the company opted for a moving installation. Not something digital, but a tangible, kinetic display. The result is a revolving carousel that shows how the Bugaboo Donkey is assembled and how to take advantage of its many features. This is the first time Bugaboo had considered having a machine made to introduce a new product. After discovering how few outfits are capable of building such an installation, Bugaboo finally located a techical production agency with a reassuring name: Anything is Possible.

To prove its point, Anything is Possible came up with a 3-m-high, 3-m-wide merry-go-round that’s travelled halfway around the world, touching down in Amsterdam, Berlin and New York City.

anything is possible Work by Anything is Possible can be seen in museums. The team, which provides ‘technical assistance in contemporary art’, has been involved in projects for artist Germaine Kruip (Jil Sander store in NYC) and Dutch fashion designers Viktor & Rolf. The revolving carousel shows all of Bugaboo Donkey’s functions while appealing directly to the viewer’s imagination.

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The moving installation literally brings the Bugaboo Donkey to life. It’s a special project for a special product – and its reach is growing. The first Bugaboo Donkeys were sold out within weeks to customers in the Netherlands, UK, Spain and USA, and the mono-duo-mono convertible pushchair will soon be available worldwide.

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A team of creatives collaborated in the development and realisation of the carousel installation, which tells the story of the Bugaboo Donkey: ‌,staat creative agency was responsible for the concept and design, and Anything is Possible for the execution.

The carousel was photographed

by Scheltens & Abbenes, and Circus made the accompanying film, which features a purposecomposed tune by Hypo of Paris.

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Travelling the world with two young children, looking for the best surf spots and getting paid for it, too.

Sounds to good to be true? Meet Shayne and Shannon Mcintyre – the definitive example of how a life of adventure can go perfectly hand in hand with having kids.

beach babies Text: Axel van weel Photography: Zen Sekizawa

As anyone with kids will tell you: whether you’re just getting your first one or working on your second or even third, having children changes your life. First and foremost because of all the great things a child brings to your world, but also because you’ll have to start taking several practical matters into account.

To what extend you do that though, is entirely up to you. American couple Shayne and Shannon Mcintyre (both 33) are living proof that children by no means have to limit you in the life you lead. Together with their kids Banyan (3) and Coral (3 months) these two surfers

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travel the globe for their TV show On Surfari, in which they explore the world’s best surf breaks and most extraordinary cultures. At first glance not a lifestyle that’s very suitable for a young family, but according to the Mcintyres, that couldn’t be further away form the truth.

Instead of letting their children hold them back in their wanderlust, they feel their kids bring a whole new aspect to travel.

‘Travelling with kids really helps you look at things differently’, Shayne explains.

‘Through the eyes of a child, you’ll see things you’d never notice otherwise.’

The Mcintyres live on the Caribbean island of Puerto Rico, in the town of Aguadilla. From this exotic home base, they venture out to the most beautiful locations to shoot footage for their TV show. When they return to the island, the surfing TV hosts edit and prepare the material for broadcasting. For Shayne and Shannon Puerto Rico is the perfect hub for their travels. ‘I grew up with a surfer magazine with a picture of my dad surfing in Puerto Rico and thought that one of these days we got to get down there’, Shayne says. ‘And behold, we ended up moving here.’ But it weren’t just the amazing surf conditions that made Shayne and Shannon

“We’ve been in Puerto Rico for seven years now, and we’re loving it. Life here is pretty similar to what you might expect from any town in the US. Except it looks like a tropical drink ad with palm trees and warm blue water, which makes it just that much sweeter.”

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The day I see my son or daughter ride a wave will be the most epic day of my life.

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Travelling with kids really helps you look at things differently.

move to Puerto Rico. ‘Having a growing family, the pace and the quality of life felt a lot more family oriented than other places’, Shannon points out. ‘And with the amount of travelling we do, it’s a great place to come home to.’

On most of their trips, the Mcintyres bring Banyan and Coral along with them.

‘Our parents always used to take us with them on the road’, says Shannon, ‘so you could say we were literally brought up with it. Of course travelling with kids is a little different than going on your own, but the key is to just take things a little slower. Traveling with just one can be tricky given all the equipment

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Anyone who’s ever travelled with sports equipment knows it can be a pretty big hassle. Packing everything within the baggage allowance limit, dragging big bags across busy airports, charming your way out of paying the excess luggage charges and hoping everything arrives in one piece on the other side. And then do it all again on the return flight. Now add two small kids, their pushchairs and a load of film equipment and you can imagine what being on the road for the Mcintyres is like.

Shayne & Shannon wouldn’t want it any other way though.

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Shannon & Shayne are living the dream. A tropical island, two great kids and their TV show as the perfect alibi to claim the world as their oyster. What more could you possibly want out of life?

Our parents always used to take us with them on the road, so you could say we were literally brought up with it.

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and surfboards we’re carrying with us, so with two you have to pay attention a little. But if you just take a slower pace, there’s really nothing to worry about.’

So while a lot of people adjust their lives to their children, the Mcintyres do the exact opposite. ‘Instead of moulding our lives around our kids, it’s been easier for us to mould them around our lifestyle.

Banyan has been to eight countries and he’s only three years old. That’s more than many adults can say’, Shannon explains. ‘We’re just going to keep on bringing them along.’ For Shayne taking his kids to the best surf breaks on the planet is a way to speed up the fulfilment of his biggest dream. ‘The day I see my son or daughter ride a wave on a surfboard will be the most epic day of my life!’ Until that day, life for the Mcintyres seems to be pretty epic already.’

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Tatler (UK) Donald McPherson, 2007

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Muse (IT) Horst Diekgerdes, n째 13 - Summer 2008

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Elle (NL) Oof Verschuren, December 2008

Glamour (NL) Petrovsky & Ramone, 2008

Milk (FR) Miguel Rosales, n째13 - September 2006

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Harper’s Bazaar (US) Photographer unknown, July 2008

Vogue (IT) Steven Meisel, n°653 - 2005

Yo Dona: (ES) Coke Bartrina, September 2008

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Vogue (USA) Raymond Meier, March 2009

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Bugaboo product overview

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Bugaboo BEE The complete urban pushchair

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Quick and easy maneuverability

Suitable from birth

Light and easy compact fold

Height adjustable backrest

A smooth ride for urban life on the fly.

Comfortable lie-flat seat for newborns. Use baby cocoon* for extra comfort, protection and support.

Extendable seat

Height-adjustable handlebar

Reclinable seat

Reversible seat

Car seat compatible

4-Wheel independent suspension

Pull out to support those small legs or for babies’ sleep and brought back when child grows.

From car to pushchair. Just click it in!

Easy one-hand steering and a comfort ride regardless your height.

Three-dimensional folding into a compact bundle that fits anywhere and is light to carry.

Sit up straight when awake, recline when relaxed, or lie flat when fast asleep.

Grows with your child in 4 steps. The sun canopy and 5-points harness simultaneously adapt.

For your kid’s every mood – looking at you, looking at the world.

Smooth turning and a steady, stable and comfortable ride

More

• Five point harness with height adjustable shoulder straps • 6” Swivel wheels and 6” rear wheels with durable foam filled rubber tyres • All fabrics machine washable • Weight +/- 8.5 Kg • Folded lwh 85x45x32 cm • Unfolded width 53cm • Underseat basket 16 liter

Awards won:

Mumsnet Best Award (2011) / Delta Gold Award / IF Award / Scores best on Dutch Consumer Organisation test (2011)

Visit www.bugaboo.com for the latest developments.

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Bugaboo Cameleon The all-in-oneand-only

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Quick and easy manoeuvrability

Explore the city

Hit the trail

Two-wheel position

Reversible seat

Independent seat & carrycot

From infant to toddler

Reclinable seat

Compact fold

Car seat compatible

Reversible and height-adjustable handlebar

Adjustable suspention

Small swivel wheels forward for a smooth city ride.

Smooth turning and a steady, stable and comfortable ride.

For your kid’s every mood – looking at you, looking at the world.

Easy and compact 2-piece fold.

Use the self standing seat and carrycot independently on the ground.

From car to pushchair. Just click it in!

Big wheels forward take on rough terrain, simply reverse the handlebar.

Ready to go from day one; the carrycot easily converts into a seat and vice versa.

Easy one-hand steering on all terrains and a comfort ride regardless your height.

Enjoy your ride through sand and snow!

Sit up straight when awake, recline when relaxed, or lie flat when fast asleep.

Optimal swivel wheel suspension from infant to toddler.

More

• Suitable from birth up to 17 kg • Five point harness with height adjustable shoulder straps • Mattress with aerated inlay • Foam filled rubber tyres • All fabrics machine washable • Weight (chassis, wheels, seat) ±9 kg • Folded lwh 90x60x31 cm • Unfolded width 60 cm • Underseat bag 24 litre

Awards won:

Delta Award - ES / Practical Parenting’s Best Pushchair Award (2007) / Red Dot Design Award (2007) / Best Baby Productin the Telva Awards - ES (2011)

Visit www.bugaboo.com for the latest developments.

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Bugaboo Donkey The convertible pushchair for kid(s) & goods

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Infant to toddler modular system

Extra luggage options

One piece fold

Car seat compatible

Multi terrain smooth ride

Two-wheel position

Reversible seat(s)

Reclinable seat(s)

Shopping with kids has never Been this easy.

Makes folding and storage a piece of cake.

From car to pushchair. Just click it in!

Expand and downsize in only three clicks.

Big wheels help you manoeuver over rough-terrain or through city streets.

Let the sand and snow adventures begin!

For your kid(’s) every mood - looking at you, looking at the world.

Sit up straight when awake, recline when relaxed, or lie flat when fast asleep.

Awards won:

Red Dot Best of the Best - global (2011) / Delta Silver Award - ES (2011) / Strategies Design Silver Award (2011) / JPMA Award (2011) / Sparks Design Award - Global (2011) / BPA BANTA AWARD: most innovative product - UK (2011) / Junior Design Award: most innovative product - UK (2011) / Prima Baby & Pregnancy readers awards: platinum for Bugaboo (company wide) - UK (2011)

Independent use of seat and carrycot

Use the seat(s) and carrycot(s) independently from the chassis.

It’s a flexible & modular system

Choose whatever combination meets your family’s needs.

One hand operation to reverse and release

Recline or reverse the seat with just one hand, always having one hand free.

Visit www.bugaboo.com for the latest developments.

Mono - Duo - Mono

Thanks to an innovative adjustable mechanism, in just three simple clicks the Bugaboo Donkey transforms with ease from a mono to duo pushchair. And back again.

Whether you need it for your first kid, second kid or both - or even your twins - the Bugaboo Donkey will convert in a snap to meet your needs.

Imagine leaving your home - in duo position - with your two kids. You drop one off at the daycare center then continue - in mono position - with your other kid.

It’s that easy.

159

Bugaboo accessories Stay original with the original Bugaboo accessories

160

Tailored fabric set

Bugaboo Bee sun canopy

Footmuff

Baby cocoon, baby cocoon-light

Seat liner

Parasol

Breezy sun canopy

Bugaboo Cameleon sunshade and breezy sun canopy

Cup holder

Wheeled board

Bugaboo tray

Rough-terrain wheels

Transport bag

Organiser

Bugaboo bag

Car seat adapters 161

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Max Barenbrug

Bugaboo Co-founder, Shareholder and Supervisory Board Member Innovation and Creativity

ALL BLACK COLLECTION: BUGABOO CAMELEON AND BUGABOO BEE