Smurfit Kappa and ArtEZ get creative for Dutch Design Week
Smurfit Kappa has launched its first ever Design Challenge.
Art and Design graduates from the ArtEZ Institute of Arts have been tasked with finding creative and pioneering uses for paper and cardboard under the supervision of the Het Instituut Foundation in Amsterdam. The designs will be showcased from 21 to 29 October during Dutch Design Week.
Smurfit Kappa is constantly looking to innovate through collaborations with partners and parties who share this passion. Collaboration with Dutch Design Week is therefore a logical step. Dutch Design Week is an annual event that showcases designs for the future with strong emphasis on the work and development of young talent. Smurfit Kappa has a strong track record in creating innovative and ground-breaking packaging solutions. This strength, along with a long-term commitment to help and encourage young talent to realise their potential, is a solid foundation for the collaboration with Dutch Design Week.
For the young artists and designers from ArtEZ Institute of the Arts and the 70 designers from Smurfit Kappa Benelux, this is a wonderful opportunity to work together and share knowledge. This will generate new incentives and initiatives that will eventually benefit many stakeholders including customers.
Speaking about the collaboration, Frank Sinnige, Customer Experience & Innovation Director at Smurfit Kappa said “The passion and creativity of the young people from ArtEZ has been inspirational and we are excited about seeing the results of all their hard work come to fruition during Dutch Design Week.”
The preliminary round of the Design Challenge took place at the Coda Museum in Apeldoorn during the Coda Paper Art Exhibition. Five finalists then took their work to the next level under the supervision of Het Instituut. During Dutch Design Week they will present their work in the Smurfit Kappa Pavilion in Eindhoven and a winner will be chosen. Over the next six months, the winner will be assisted in developing his or her product for the market with full support from Smurfit Kappa.
Arco Berkenbosch, Vice President of Innovation & Development at Smurfit Kappa will announce the overall winner during a reception at the Smurfit Kappa Pavilion on 27 October. The five finalists are: Nine Parre, Robin Preusterink, Marlou Rutten, Maarten Strang and Carlijn Veurink.
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Dutch Design Week takes place from 21 to 29 October 2017 at various venues in Eindhoven.
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Smurfit Kappa Design Challenge Award Ceremony takes place on Friday 27 October at 2pm at the Smurfit Kappa Pavilion, Klokgebouw 50, 5617AB Eindhoven.
