LOQI x Heart&Blood: #WARUMNEIN Special Edit Bag

Advertising | #WARUMNEIN has been trolling here and there through our Instagram feed for a long time. From a slip of the tongue by our Lithuanian cousin Ruta, it's practically become a catchphrase, a hashtag that can be used almost anytime and underscores an attitude towards life. We think we should laugh more and not take ourselves too seriously. Champagne for breakfast? Going to bed without taking off your makeup? Tennis socks with an evening dress? Easter decorations at Christmas? Yes, #whyno! With LOQI we launched a limited edition transparent bag of only 140 pieces at the beginning of December high above Berlin in the LOQI Tower on the 13th floor. Of course, there were also many #WARUMNEIN moments at the party. We are looking forward to your #WARUMNEIN situations! Feel free to share them with us!

LOQI? Mehr über das Berliner Taschenbrand

Wir wetten, jeder kennt bereits LOQI. That's right, the small foldable bags with famous artist prints can be found in almost every museum store from New York to Paris. Besides the foldable bags, there are bags in all kinds of formats and even suitcase covers. Behind LOQI are 20 designers and 100 individual designs. From smileys to Van Gogh motifs - there is hardly a museum store in the world where you can't buy a LOQI bag. LOQI bags are already available in over 5,000 cities worldwide. Wow! We talked in a small interview with Belinda Klaes one of the founders of LOQI how they managed to get from Berlin to the whole world.

Behind the scene: who are the people and founder behind LOQI? When was LOQI founded?

LOQI was founded by 3 partners in 2013. Belinda Klaes from Australia. Zhuang Li from China. Katsumi Iwata from Japan. Our Chinese partner and factory has 30% shares in our LOQI brand. This is how we ensure our quality and high ethical standards.

How you came up with the idea to found LOQI?

I felt: I could build a brand myself. I'm going to be the Apple of the bag world. I didn't reinvent the wheel, the jute bag already existed. But beautiful is different. How can you give a simple product a design edge? The product is simple. The designs are complex. That's exciting and challenging at the same time.

I could just leave at any time. Tomorrow. I would need a LOQI bag. Nothing else. It frees me up.

What does LOQI mean?

A bag is what everyone needs, every day. "Lo(ci)" is location in Latin. Everywhere in the world. "Chi" is the good Chinese spirit. "Qi" is the air of life.

How do you came in touch with all the museum stores worldwide?

Museums are a passion. Day & night, we call them. Occasionally, we get to visit them. There's an inspiring upside being in sales, selling every day to this channel.

What`s your favorite museum in the world? What is your bestseller? Do you have a favorite design? What was the most special bag you created?

Louisiana, Denmark for whom we created the Poul Gernes Dots on a Reflective Bag. It's a special edition.

The LOQI tower became a beloved event space. Why do you choose this special location?

The horizon. Coming from Australia, you grow up with wide open spaces. You can always see the horizon. It's a reminder to set your horizons high, anything is possible.

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