The Story of the Brand
First Croquis
The concept of creating a bag surrounded by magnets, transforming into a workspace with a slot serving as a handle, occurred to me in August 2021. I sketched out the initial idea, unaware that this was the beginning of what would become UJUAL.
V01 : First prototype
The story of UJUAL began in December 2021, sparked by my vision of the first U Space prototype. Initially, I hadn't envisioned the full ecosystem of accessories for U Space; I simply imagined a bag inspired by paper folding techniques that would provide a simple, minimalist, comfortable, and, above all, inspiring and productive work surface.
I began using U Space regularly to analyse its strengths and weaknesses and to envision potential developments. It quickly became apparent that the product had real potential and utility.
V02 : accessories ecosystem
In May 2022, after using U Space V01 for several months, a period during which I gradually identified possible product improvements, I felt I had gathered enough ideas to develop U Space V02.
This version introduced an ecosystem of magnetically attachable accessories to enhance the bag's functionality, including portable accessories such as a handle and accessories that provides extra features such as a pocket.
V03 : create a quality product
In August 2022, I focused on refining the details and finishes of the bag and accessories, I started distributing it among my friends and family to gather their feedbacks.
For this version, I worked with Lebanese couturiers, my parents' country of origin. This enabled me to obtain a professional product so that I could share a finished prototype with my family and friends and have a better analysis of the features that needed to be improved.
V04 : analysis of magnet powers
In October 2022, I began experimenting with different types of magnets, adjusting their strength and size to make the product safer and more efficient.
The challenge was to find the perfect types of magnets that would keep the objects in the bag safe and at the same time keep the bag very easy and convenient to use.
I tried many types of magnets strength such as N25, N35, N42 and N45. As well as many size, the more a magnet is long, the more it is strong but because it has be very thin in the bag, a longer magnet has a high risk to break. Finding the perfect magnets for U Space was a meticulous and long process.
V05: Materials and manufacturing research
In March 2023, I conducted extensive research on plant-based materials, like pineapple, mango and apple based leathers. I realised that these materials weren't really durable and tended to degrade quickly. Also, many of my friends have noticed that these materials have a very distinctive odour that some people really like but others can't stand.
Then I started looking at another alternative: cork leather. It's much more durable and ecological, with direct benefits for the environment as it uses tree bark that regenerates every 9 years. What's more, cork leather has a light, woody scent that is uniquely pleasant.
At the same time, my father and I have hand-built a modular press that can be used to make U Space and U Space Plus. The press consists of several magnetisable parts containing punches for piercing the stitches and blades for cutting the bag. The aim was to be able to make the product by hand from our garage.
V06 : Clear design identity
In July 2023, I took the design further by working more on the folding concept. I came up with a new way of constructing the bag, with the cork leather folding over the edges of the felt. In addtion, I worked on details like the corners of the bag to make them reflect the identity of the brand. This version of the bag was made with laser cutting and hand stitching.
I experimented with different colours of cork leather. Working on the colour combinations that customers could make by mixing different colours of bags and accessories.
This version of the bag became my final year project and received very positive feedback from experts, teachers and museum visitors who interacted with it. I was also honoured to receive a graduation prize for this project.
Final Version
This version of U Space by UJUAL represents the culmination of all previous iterations, incorporating soft technology into the bag to maximize performance and functionality.
It reflects all the feedback received from the previous version, along with the addition and enhancement of accessories, leading to the product's final form.
Today we are proud to mark the launch of UJUAL, a brand that stands at the crossroads of innovation, sustainability and minimalist design. This milestone marks the end of a process of relentless development and creativity, and represents a major step towards a future where everyday objects are transformed into exceptional experiences.
UJUAL is more than a brand; it is a reflection of the relentless pursuit of efficiency in everyday living. Our mission is to create innovative products that seamlessly blend into the lives of those who demand more — more Ambition, more Productivity, more Sustainability, more Creativity, more Progress.
