Packaging
Enticing packaging is a winner at PIDA France
Wednesday 22. October 2008 - This year, the theme of Korsnäs PIDA competition is anything but square, which can be interpreted as encouraging unusual shapes but also as anything but boring. The contestants job was to design packaging for luxury products.
Despite tough competition, the French jury unanimously chose a winner. This pyramid-shaped underwear pack with a handle, a product window and a relatively simple design is delivered flat and folded in the shop. Brilliantly simple yet utterly irresistible, according to the jury.
Several weeks after the Swedish PIDA event in Frövi and one day after Sweden lost to Russia in the European Cup, it was once again time for competition, this time in Reims, in the heart of Champagne. Among the 24 contest entries were several lovely champagne packs, but a pack for underwear nevertheless took home the top prize. First prize was a trip to the production plant in Frövi combined with a weekend in Stockholm and entry in Easy Fairs. The Swedish winner will also be participating in October when the PIDA competitions are presented and the winning entries are exhibited.
Inspiring event attracts many participants
Korsnäs partner in PIDA France is the Université de Reims (IUT). The event drew some 150 participants including – besides the competing design students – many representatives of customers, producers and designers. It was covered in the trade press and other media, including regional television coverage.
Panel debate took off
For tactical reasons, the awards ceremony was the last item on the agenda and the high point of the day. The remainder of the programme, including packaging guru Lars Wallentin and a panel debate moderated by Bo Wallteg, editor-in-chief of Nord Emballage Magazine and packnyheter.se, guaranteed a full day of inspiration and entertainment centred on packaging design. In the panel debate, Bo asked the questions in English and the panellists responded in French. The topic was What is good, cost-efficient packaging design? After a few leading questions, the discussion took off, with lively contributions from the audience, too. Olivier Roussier from the converter Edelmann and designers J-L Azizollah and Christophe Fromentin generously shared their ideas, sometimes going head to head in debate. It was a fantastic show – you didnt have to understand French to understand that – and Bos job was more to make sure the panellists stopped in time than to ask questions to keep them going.
This years PIDA season closes in November at the Hochschule der Medien in Stuttgart, Germany.
Captions (pictures in brackets available on Korsnäs’ Virtual Exhibit – Image Gallery):
1) Todays industry leaders and tomorrows designers: Pierrick Van Hoorde of A&R Carton and Bruno Roulaud of Papcart along with Korsnäs sales manager Louis Saada compete with students to see who can blow the biggest soap bubble. (058)
2) Happy winners Cyrielle Guillemain and Marie-Caroline Erard look forward to visiting Sweden this autumn. (128)
3) Using mentometer buttons, the audience could vote on questions as a complement to the panel debate. From left: Christophe Fromentin, designer; J-L Azizollah, designer; Olivier Roussier, sales director, Edelmann; Chantal Leroux, editor-in-chief, CEM; Génebaud Gérandal, designer and instructor at IUT. (071)
4) First prize: Les Cachotteries de Rosa (underwear) – Cyrielle Guillemain and Marie-Caroline Erard
5) Second prize: Akoya (jewellery) – Rosalie Chambert, Thomas Dupont and Léa Fantoni
6) Third prize (tie): Saveurs dAilleurs (spices) – Aurore Chaumier, Florimond Malnou and Fabien Laval
7) Third prize (tie) : ADN (skincare) – Stéphanie Bouteller and Cindy Hocqueloux
8) Honourable mention: Curiosité (perfume) – Thibault Eyraud and Sophie Roger
9) Macador (champagne) – Clémence Coqueret and Elise Darque
10) Doncaster (champagne) – Adriano Da Costa Kohler and Maxime Désiront
11) Raisange (champagne) – Mikaël Meuret and Maï-Lane Simon
12) Wacky Taffy (champagne) – Le Van Anh
13) Temptation (perfume) – Alisson Huon
14) 46 students took part in the competition.