Phoenix Tela
Planet-conscious luggage
Having initial launched in 2019, Francesco Salom was not happy with his suitcase. Coming to us initially for some engineering updates, we encouraged a re-design of the full suitcase, future-proofing the product and creating a stronger brand narrative. The result is a robust and repairable piece of luggage and a canvas for expression, inspired by Francesco's love of art.
“Products have feelings too; they are filled with our energy, creating a sort of magnetism. They are like people—they speak to us in their own language. Designing the new TELA 40 required humble humanity and a lot of passion. As a person with a dream I couldn't have asked for a better family than Morrama to bring TELA to life.”
- FRANCESCO SALOM, PHOENIX FOUNDER
Phoenix is a planet conscious luggage brand that strives to redefine what it means to travel. Inspired by the beauty of nature, Phoenix cherishes the stories of the people who use the product and the places that they visit. Morrama designed the collection based on Phoenix's four brand pillars: design for disassembly, design for circularity, design for modularity, and design for desire.
Phoenix entered the market with TELA 1.0 in 2019. Having tested the market, Francesco Salom approached Morrama to reimagine the product range for a new, younger audience.
During the development process, we uncovered a patent infringement on the original design, leaving us no choice but to significantly redesign the product. The most iconic feature of the suitcase is the handle. Engineering a unique wide handle that spans the full width of the suitcase provides greater control when wheeling and ensures maximum packing space. Wanting to ensure that the suitcase was considered for disassembly for recycling or repair, we developed a patented locking system so that the entire trolley handle can be easily removed and replaced with just four screws.
The name TELA is Italian for canvas and was born out of a passion for art. Leaning into this to inspired the aesthetics, we created a completely blank front with a continuous frame; the angular trolley handle sitting seamlessly within the frame, so the case presents a striking symmetry when viewed from all angles. We wanted to strip out any distractions front and back, even going so far as to hide the trolley release button underneath the handle. The bespoke texture of the TELA 2.0 is also designed to mimic the coarse woven finish of an artists canvas.
The main shell is made from poly-carbonate with a 30% recycled (PIR) content. Whilst the Phoenix team are working to increase the recycled content in the future, testing showed significant compromise to the lifespan and durability test results at higher ratios. The same goes for the other structural plastic parts that only have a small % of recycled material in order to maintain the durability. Due to global supply challenges, virgin aluminium was used throughout the case for the initial launch, but with the disassembly considerations the material can be efficiently recaptured post use. All the textile elements are made from 100% recycled nylon.
