Smurfit Kappa inspires creativity at Dutch Design Week
Packaging leader Smurfit Kappa joined forces with internationally renowned Dutch Design Week to unleash the creative possibilities of cardboard.
Art and Design graduates from the ArtEZ Institute of Arts were tasked with finding pioneering uses for paper and corrugated board under the supervision of the Het Instituut Foundation in Amsterdam.
Dutch Design Week is an international event that showcases designs for the future. Collaboration was a logical step for Smurfit Kappa, which has a strong track record in creating innovative packaging solutions and overcoming complex customer challenges through creativity. These strengths, along with a long-term commitment to help and encourage young talent to realise their potential, formed a solid foundation for the partnership.
Five finalists in the first ever Smurfit Kappa Design Challenge showcased a variety of projects, from clothing to furniture, at Dutch Design Week. The overall winner, Nine Parre, designed a visually engaging portable table screen that provides privacy in a café, open-plan office or public work space.
Speaking about the partnership, Arco Berkenbosch, VP of Innovation & Development at Smurfit Kappa said: “We have a long history in disruptive innovation and creative design. It is in our genes to walk a different path and let our own 700 designers be inspired by outside creators. It was very exciting seeing the talent and hard work of the young people from ArtEZ come to fruition during Dutch Design Week. Their passion and creativity has been inspirational.
“It was a difficult decision for the jury but Nine Parre is a worthy winner as her product demonstrates creative flair and true innovation and pushes the technical boundaries of cardboard.”
The finalists’ products were on display at the Sensory Experience Pavilion during Dutch Design Week in Eindhoven, Netherlands last week. Smurfit Kappa will support Nine Parre to bring the table screen to market in the coming months.