What happens when imagination is treated not as a luxury, but as a practical skill for building the future?
In the 1990s, two graphic designers in Zurich looked at used truck tarpaulins, old seatbelts and bicycle tubes and saw something others overlooked: potential.
That idea became FREITAG — a company built on sustainability, storytelling and regenerative design.
But what makes this story relevant today is not only the product itself.
It is the ability to combine creativity with long-term thinking. To connect design, entrepreneurship and sustainability. To transform imagination into practical innovation and economic resilience.
This is one of the ideas behind IMAGINARI.
The project explores how artists, entrepreneurs and cultural professionals can build more sustainable and value-aligned futures by combining creativity, wellbeing and regenerative business thinking.
Because innovation does not always begin with new technologies. Sometimes it begins with new ways of seeing what already exists.
🇪🇺 Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or EACEA. Neither the European Union nor EACEA can be held responsible for them.
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