REPURPOSE A COMMON CULTURAL HABBIT
Yellow Backie utilizes old-fashioned luggage carriers to unite Amsterdam residents and tourists. Everyone living in Amsterdam can have a yellow luggage carrier mounted on his or her bike for free.
Through this, they invite others to jump onto the back of their bike and ride a short distance through their city. Yellow Backie helps Amsterdam visitors discover the city in an original manner, and it gives the people living in Amsterdam a fun way to meet new people.
There was a lot of negative press about the growing number of tourist in the city centre of Amsterdam. The positive feel of a lugage rack being used as a means of transport and the social aspect of it gave us the possibility to tackle two problems at once; Enabling Amsterdam locals to connect with tourist and offering foreigners the opportunity to be part of the city.