Bright idea: Design studio shows the light

The totem bag comes to life with an energy-efficient LED light source glowing through its delicate pattern of translucent fibres. ‘At home you can choose to plug Hobo into a regular power outlet or use the portable battery pack included,’ the designers explain.

This is a great example how a brand can turn bags or packaging into collectible items. For another example read the Innovate about Puma’s Clever Little Bag.