Take your Zoom trolley out just one day, and this iconic quote will make perfect sense. The measure of greatness is found not in rigid resistance, but in the graceful, fluid ability to absorb pressure, adapt to change, and emerge unbroken. This is a metaphor for resilience, adaptability, and intelligent design. It is also the very essence of Zoom Bags and the guiding principle of its visionary creator, Chiara Caramelli.
While her name carries weight in the world of industrial design, Caramelli can no longer be defined by that title alone. She has emerged as something greater: an entrepreneurial force, a fearless experimenter, and a true visionary. For more than twenty years, she has collaborated with legendary brands—from Mandarina Duck and Samsonite to Calvin Klein and BMW—mastering the delicate interplay of form and function. Yet her work with Zoom Bags transcends technical skill. It marks a philosophical awakening: a shift from creating objects to embodying a purpose—one rooted in resilience, sustainability, and intelligent adaptability.
Like the willow in Lee’s metaphor, Caramelli’s path has been one of adaptation, bending with the winds of an industry often obsessed with rigid novelty and disposable trends and bouncing back without ever breaking her core commitment. Consider the traditional suitcase the “stiff tree” of Bruce Lee’s analogy: hard, unyielding, and defined by its fixed shape. It resists. And in resisting, it often cracks—scuffing, breaking, or becoming an immovable object in the dynamic flow of travel. The Pop-Up trolley is the bamboo. It does not meet force with force. Instead, it bends. This innovative design has received significant international recognition, honored with the iF DESIGN AWARD 2024 for Best International Design and selected by ADI DESIGN INDEX for the Compasso d’Oro 2024.
Zoom bags’ patented design, crafted from recycled materials, is a masterpiece of adaptive strength. Circular, durable, and repairable, yet its genius lies in its core function: it compresses. This is not a minor feature; it is the entire philosophy. When pressure is applied—when it needs to be stored—it does not resist. It yields. It bends, becoming smaller and more adaptable. When the pressure is released, it pops back to its full, resilient form, ready for the next journey, unbroken. The strength of Zoom Bags is in how it bends, bounces back, and does not break.
The strength to bend
The parallel extends beyond the product to the designer herself. Chiara’s career is a story of bending with the wind. She bent her corporate experience into an entrepreneurial spirit. She bent the prevailing winds of mass production towards artisanal craftsmanship and radical sustainability. She has faced the trials of launching an innovative product, yet she has not broken. She has adapted, evolved, and persisted, her vision stronger for the challenges. This resilience is woven into the very fabric of Zoom Bags. The Pop-Up trolley is not just a suitcase; it is a dichiarazione d’intenti—a statement of intent. It declares that the future of design is not rigid, but responsive; not wasteful, but repairable; not generic, but deeply personal.
In the end, Zoom Bags is more than a brand; it is a manifesto of resilience. Chiara Caramelli and her creation show us strength through flexibility, and endurance through adaptation. The strength to bend, without ever breaking on our bel viaggio.
What is the story behind Zoom Bags? Does it reflect your personal philosophy or a pivotal moment?
Chiara Caramelli: Zoom Bags was born out of a difficult period in my life. A reduction in my work pushed me to develop some ideas that had emerged during my research on travel accessories. As both a traveler and a designer, I had identified several problems that every traveler encounters with their luggage. And with Zoom Bags, I found a solution. As an Industrial Designer, I have always been interested in researching innovative materials and functional, problem-solving solutions for consumer products. Throughout my professional and consulting career, I have had the opportunity to design products in various sectors—from home appliances to motorcycles, packaging to bags and suitcases—both in-house and as a freelancer.
The idea of the compressibility of the Pop-Up trolley is brilliant—did it come from a personal frustration during travel?
C.C: Exactly! In particular, it came from a personal episode: upon returning from a trip, I had a large rigid checked bag that I was trying to store. I didn’t have a basement, so I tried to put it next to the wardrobe, but it didn’t fit. Then I tried to put it on top of the wardrobe. Same thing. So, out of frustration, I thought, how wonderful would it be if this suitcase could flatten like a box! From there, the first concept of Zoom Bags was born. I created the prototype of a foldable rigid trolley and a disassemblable rubber trolley precisely to reduce the volume during storage at home. And I filed two patents. The Pop-Up trolley has shells that can be disassembled and stored inside one another, saving up to 50% of the trolley’s storage volume. This has a positive impact not only for the end user but also during the warehouse storage phase and the distribution phase, thereby reducing the number of transport vehicles needed with significant indirect savings in terms of emissions and energy consumption.
How have your background and personal philosophy influenced the vision and mission of Zoom Bags?
C.C: My professional and personal background was fundamental to the birth of Zoom Bags! I traveled a lot as a child with my parents. I love to travel, to immerse myself in cultures different from my own, to learn about different lives and new people. All of this is enriching to me. In the past, suitcases were made of cardboard, tied tightly with string to keep all the memories they carried safe. They were suitcases filled with the hope of immigrants heading toward a better future. Designing a suitcase, an iconic symbol of travel, strongly reflects my own desire to discover the world, and I like to think that this product can allow others to live the experiences I have lived. My focus on environmental and social justice, which is reflected in my personal life choices and how I raise my daughters, led me to persevere in creating a product made almost entirely in Italy, with suppliers I know directly and who do good work. If I had stuck to current market logic, I would have produced in East Asia, in the countries that host the vast majority of travel goods brands. I would have been subject to high minimum order quantities, probably with little control over recycled materials, the accuracy of the project, and even the living conditions of the workers. Components of the Pop-Up like the wheels and pull-handle come from China, but they are produced by companies with a precise ethical code that I have personally visited. Producing in Italy has allowed me to personally supervise the development of the production process, to choose the producers myself, and to promptly address difficulties to maintain the quality level expected of a Made in Italy product. On a personal level, my life choices reflect what I believe in. I try to make conscious purchases through Solidarity Purchase Groups (GAS), I have a conscious lifestyle, an approach of openness towards others, of welcoming those who are more vulnerable in life—an ethical attitude that is also reflected in my work. I feel like a “citizen of the world,” without borders.
What footprint do you hope Zoom Bags leaves on the world?
C.C: The footprint should be as minimal as possible in terms of Carbon Footprint. A good product should fulfill its function—in this case, to versatilely accompany travellers for a long time across our planet Earth—without impacting its ecosystem too much. The dream is to become a new, alternative point of reference for choosing luggage, both in Italy and internationally. An ambitious goal that we are also building through a B2B sales network of stores in Italy and, we hope soon, abroad. And for Zoom Bags to become a recognized brand for robustness, sustainability, and intelligent, innovative design. A “future-proof” brand. Pop-Up won’t be the only trolley. We already have other patented travel products in the pipeline, designed according to our philosophy of offering new functionalities. For example, some soft fabric items and the patented foldable hard-shell suitcase.
What was your most surprising discovery about recycled materials ?
C.C: That there are also companies that don’t practice “greenwashing” and try to be transparent about the materials they offer. I mainly work with suppliers who embrace my philosophy. In the Pop-Up trolley, the EVA rubber shells are made by a company in Florence that developed a material by recycling 60% of the production waste from shoe soles—which would have otherwise become trash—mixed with virgin material, and then obtained the recycled material certification from Bureau Veritas. The components most subject to wear and tear, like the wheels, can be replaced by the end user themselves via a quick snap-on/snap-off attachment. The liners, which are washable and replaceable, are made from 100% recycled PES fabric that is Oeko-Tex® and Global Recycled Standard certified and uses yarn from recycled PET bottles. Furthermore, we use deadstock fabric for the colored parts to avoid the overproduction of material. Using recycled materials is only one part of the solution for creating a sustainable product in line with recent European ecodesign guidelines. A truly virtuous process embraces other aspects, perhaps even more important: designing products that last, that are resistant to use, easily repairable, and designed for disassembly at the end of their life so that materials can be recovered and sent for proper recycling. Or using deadstock materials (already produced) to give them a new life. And with Zoom Bags, that is exactly what I have tried to do.
Quote
“The idea of communicating that the Pop-Up trolley “bounces” instead of breaking like many other hard-shell trolleys powerfully expresses the shatter-proof nature of our rubber shells and their long-term resistance.” Chiara Caramelli
Why did you want to include a fun element (like the bounce) in a utilitarian product?
C.C: The idea of communicating that the Pop-Up trolley “bounces” instead of breaking like many other hard-shell trolleys powerfully expresses the shatter-proof nature of our rubber shells and their long-term resistance. A trolley that absorbs the most extreme impacts, that deforms but has an elastic memory so it doesn’t stay dented, becomes a great message to communicate durability. It was easy to arrive at this visual and slightly provocative idea to emphasize the superior robustness of the Pop-Up trolley. And throwing them down a flight of stairs really doesn’t create any problem! These bags are designed to withstand the test of impacts, wear, and time. “Future-proof,” as I like to say, not only because of the resistance of the EVA rubber shell, but also because of the sustainability of the recycled materials, their repairability, the clean-line design, and so many, many innovative features. But ‘future-proof’ is not just a slogan! We have thoroughly tested the quality and durability of the Pop-Up trolley, subjecting it to rigorous full-load resistance tests with 20 kg at SGS, an international certification body. Pop-Up successfully passed drop tests, tumble tests, wheel endurance and stair descent tests, as well as handle strength and heat resistance tests — all with flying colours. And for any need, spare parts are also available for purchase.
What emotion do you want people to feel when using your
products?
C.C: Every designer’s dream is to create products that offer intelligent solutions to complex problems of various kinds. For example, even though it’s made of soft rubber, the Pop-Up trolley doesn’t tip over when fully loaded thanks to a special anti-tip feature. You can calmly go down stairs without damaging the wheels because they are large and stable, as well as very quiet. The spare wheels, which are easily removable, allow you to extend the life of the trolley, and considering that most are thrown away because they break, this is a great advantage for the consumer. Finally, a frivolous touch: the ability to choose the color of the liners to match the shell color allows for greater personalization—a suitcase that gets noticed easily thanks to a wide range of colours. Feedback from my customers confirms that these innovative features and the unique design of the Pop-Up are the most appreciated aspects, and I believe that travellers who use the Zoom Bags Pop-Up trolley can confirm that my product solves many of the problems of a piece of luggage. And that is the greatest satisfaction.
